What Does Your Ministry Brand Say About You?

Every tweet, every status update, every avatar, every social network background image—they all say something about your digital brand. Have you taken inventory to see what they’re saying?

For most organizations, the answer is, “no.” It’s not an intentional “no.” It’s a “no” stemming from not enough time in the day. People usually stumble into digital ghost towns by accident, not on purpose.

A Few Good Brands

MailChimp does a fantastic job at translating who they are as a company to their online presence. Their Twitter feed is filled with irreverent kookiness. The welcome greeting on the dashboard borders on nonsensical.

Wherever you interact with MailChimp online, they are the same company. There’s no confusion about who they are, what their company is like, and what they want their customer to experience. It’s all intentionally, purposefully crafted.

Kristina Halvorson and the folks at Brain Traffic are another shining example. Here’s the website for her book Content Strategy for the Web:

Content Strategy website

Beauteous. Her message of “better content, better business” is actually built into the website itself. I can guarantee you every word on this home page has been poured over and intentionally chosen. For good measure, here’s the website for Brain Traffic, the company Kristina helps run:

Brain Traffic website

And here’s the site for one of their events, Confab Twin Cities:

Con Fab Twin Cities

It’s all in-sync. It all works together. The brand’s values seep out of every corner of the web, ready to be enjoyed by whomever comes across it.

What Does Your Brand Say About You?

Take a quick look at your online presence. Twitter, websites, fan pages, Instagram feeds—the works. Go ahead, I’ll wait =)

What do you see? Do you see a continuous presence, flowing from one channel to the next? Are your values prevalent in each digital outpost? For instance, if you say you value “quality,” does your website actually reflect it? Do you have an online home you can be proud of? Did you invest the time, effort, and, yes, resources to build something of actual quality?

Here’s the thing (and I’m going to shoot straight with you): you don’t have the luxury of sandbagging your digital presence any longer. The game has changed. It is no longer in the act of changing.

You can no longer simply have a blog, you must have a strategy for it. You can no longer simply tweet, you must have a strategy for those tweets. Catch my drift?

As a business, brand, individual or organization, you need to be considering:

  • Content strategy
  • Content marketing
  • Social media strategy
  • Social media management
  • Social media audits
  • Email marketing
  • Editorial calendars
  • Over digital communication strategy
  • And, yes, more…

If you’re not actively developing plans for most of these, I’m afraid the widening gap may prove too wide in the future.

Read more from Justin here.

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Justin Wise

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COMMENTS

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Recent Comments
Yea! You fixed it!
 
— Mr. Troy Reynolds
 
I just discovered this today and am looking forward to exploring the content on here. It looks like it could be very helpful. Just an FYI - in your paragraph on not putting out B+ material you have a typo. A little ironic. :-) The third sentence begins with "You time" not "Your time."
 
— Troy Reynolds
 
I'm lost, to say the least! As a new pastor, taking over a newly started church I have read just about everything there is to learn what I can do to grow the church. I truly beleive that those attending our church are friendly and sincere. So that can't be the issue. I have read all the comments to this article and I feel that most churches will never have a fair chance! We are a VERY small church, so we don't have a children's church (yet). So if a family comes and gets upset that we don't have a children's church for them to put their children into, we lose! We do provide things for their kids to do during the service and even have an option for their kids to be in a different room, if they don't want their kids to sit with them. We are also such a small church that we don't have a worship team/band/etc. Our worship music comes from music videos. The congregation we do have likes it this way, but of course we would love to have a worhsip team. So, if someone comes to our church and is upset that we don't have live music, we lose! The point I am trying to make is that when people come in with preconceived ideas of what a church should be like, they will never find a church home, unless they find a church who's goal is to entertain! Every Sunday our message comes from the Bible, so that can't be a complaint for someone, so instead, people leave the church and never come back because they want more from a church: they don't want friendly people who are following the Word of God; they want a church that give them something (a babysitter for their kid, entertainment, free gifts, etc.) I'm sorry if sound cynical, I truly want everyone to hear the Good News and learn about Christ's love, but if they come in looking for something else, then the church will always lose!
 
— JAG
 

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