Branding Faith

2009 Echo Conference

In this 50 minute session from the 2009 Echo conference, Phil Cooke talks about raising the bar on the quality of what churches and organizations do by effectively communicating your message to your audience. Phil is an internationally known producer, writer and speaker. He is the author of Branding Faith: Why Some Churches and Non-Profits Impact the Culture and Others Don't.

As you watch this session, take notes and write down thoughts about how this session can impact your ministry.

Phil stressed the importance of other people's perception of us, our organizations and churches. He said, "Branding is a compelling story that surrounds a person, product or organization."

What is your story? What do people think of when they think of you? (you, your ministry, your organization, your project)
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He talked about the "Branding 4."  These are questions to answer about yourself as well as your church, organization or project.

  • 1. What's the point? (Why do you do this?) 
  • 2. What makes you, you? 
  • 3. What are your skill and talents? 
  • 4. What makes you different?

Take a moment to reflect on each of these questions and write down the answers as they pertain to you personally.
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Take some time to reflect on each of these questions and write down the answer as they pertain to your church, organization or cause.
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Phil gave 10 things that have a huge impact on you, the future of your career, or how you market your church. 
  • 1. In a media-driven culture, visibility is just as important as ability. 
  • 2. You cannot brand a lie. 
  • 3. Being different is everything. 
  • 4. Stop thinking "mass." Start thinking "niche." 
  • 5. Understand the power of a name.
  • 6. Speak the language of design. 
  • 7. Lose the lingo. 
  • 8. Culture is more important than vision.
  • 9. Find the over-arching theme for your life and work.
  • 10. What drives you nuts?

Do you agree with Phil's ideas? Why or why not? Which ones?
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Look back at your notes. Pick a few of these that you feel that you have under control. What does that look like? How have those helped you succeed?
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Now pick any of those that you feel that you fall short. What would you like to change? How can you turn those around?
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It's not just who you are, it's how you're perceived that counts.

Who decides the story of your life? Who gives the definition of what your church is?

Influence your own perception, or you'll spend the rest of your life at the mercy of other people who will.

For information or to purchase tickets to experience next year's Echo Conference live, go to