Imagine your church as an actual person that your target audience is meeting for the first time. What first impression do you want to make on your target audience? Here, your answer shouldn’t be about the features or benefits of your church – just the desired first impression.
Here are some examples:
Life Long Learner
Mr. Status Quo
Value Special Rituals
- Be realistic when choosing a personality trait. Don’t try and trick your target audience, or yourself, by picking traits that don’t honestly reflect your church brand.
- Don’t chose traits that are earned. You want traits that you can establish at the first touch. Many of our clients want the personality trait “Trustworthy”. I argue that trust is earned. You can’t evaluate a church branding campaign by asking if it is trustworthy. But you can judge a church brand campaign by any of the other immediate personality traits listed above.
- Be competitive, but remain authentic. If your chief competitor has a personality similar to your own, consider promoting different personality traits so you stand out. But don’t sacrifice your church brand’s authenticity in so doing.
What is your church’s personality? Comment below.
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