When surveyed, only 1% of the people could recognize any more than the most major advertising brands. (Business Week) Brand loyalty certainly isn’t what it used to be. Today, companies have to be able to live on more than just their brand. They have to provide the services or products desired at a competitive price or risk losing out.
What does this trend mean to ministries and churches? By and large, people are not interested in simply supporting ministries; they are interested in getting their needs met. If those needs are not being met, people always have other choices.
So the challenge to ministries is not necessarily, “we need a new logo” but rather “do we understand the culture well enough to provide answers to the questions being asked?” The branding process will come easier and more naturally out of that understanding.
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