R. Tyler Moreland
Small Church Guide to Digital Growth [BRANDING part 2]
Updated: Dec 16, 2020
Hey everybody, it's Tyler with REDboat Digital. This is part 2 of our Branding series. If you haven't already read through part 1, I encourage you to do that.
We're going to dive in a little bit deeper into defining who you are going to be as a church. One of the great tools that we like to use when we're working with our clients is a little survey that you can do about brand archetypes. So this comes from Carl Jung, who is a world-famous psychologist and very foundational in thinking. His teachings are still taught today. It's interesting to see who marketers have really taken his teachings and applied them to branding principles. I think this is a great simple tool that you can use to help you define and really get an emotional connection with your brand. The strongest brands are the ones that we feel really passionate about. So hopefully you can create a brand that people feel passionate about your church and your community. That's why we do this: to reach people with the love of Jesus.
Here is the link for the actual brand quiz. We like to use it during our Discovery sessions. I would say don't just use this as like, 'oh 3 people took the quiz and we match it up.' It's really just a conversation starter. Here is a wheel of the 12 archetypes and they are all rooted in some sort of emotion.
I think depending on how you answer these questions, it's going to be able to get the conversation started about how you want to position yourself in the minds of your community. A few examples might be Innocent, Everyman, Hero, or Caregiver brands. Some of these are going to be very specific to an industry. But some of them I would say could be blended. So if you're leaning into the Caregiver or Everyman, which I would say most churches fall in those. Well, 80% of your brand is that Everyman. But then 20% is very caring and emotionally connecting. That 20% is what makes your church unique. What sort of sets you apart in how God has called you to specifically minister to your community.
I think it can be a really powerful thing. It's not the end-all-be-all. So comment and tell me what you think. Is this something churches should even be doing? Should we be positioning ourselves maybe differently than other churches? Or are we all really trying to say the same thing?
Archetypes can be a great tool. Bottom line if marketers can use these principles, and every single brand strategist out there is using this tool and these principles to better define their brand, then I think if we can use these best practices, capture them and use them for even the smallest of small churches: I think it would really help in church growth. It would help to be able to connect with your community and digital community as we continue to explore digital ministry.