Creating Brand Evangelists

If you are in business then you understand the vital importance of clearly communicating your brand identity and purpose. If you aren’t clear about who your audience is, what problem you are solving, and precisely how you are solving it then you will continue to waste time, energy, and resources trying to attract the right people, differentiate yourself from your competitors and become more profitable.?

I am convinced that the best model for building a truly successful business is what I call the covenant-brand framework. Understanding this philosophy of business might be better described as the church brand because it’s based on outward-facing practices that you won’t find in traditional business-building strategies.?

The church-brand model starts with clarifying your “gospel message”. This is your noble purpose, the thing that will help you build your congregation and inspire your people. Once you are clear about your good news, gospel message, you need to communicate that message to your audience consistently and frequently both within your organization and outside. You can call this, evangelization. You are creating brand evangelists.?

The third facet of the church-brand framework is? connecting with your audience by creating both virtual and real spaces for people to build relationships. This is what churches do on Saturday nights and Sunday mornings, in home groups and Bible studies. They provide opportunities for people to connect, support, and encourage one another and feel like they are part of a community, something bigger than themselves, and something meaningful.?

The next thing that brands should always keep in mind is the amount of value they are creating for their audience, their contribution. Churches contribute to their communities through outreach programs and missions, feeding the hungry, housing the homeless, and providing other support services. This is how churches invest in the physical, emotional and spiritual well-being of people. How is your organization investing in the betterment of people and the planet??

Finally, something that churches do a good job with is their call to action; something that businesses seem to forget. They are always inviting their people to be engaged in the life of the community, teaching Sunday school, greeting people, ushering, volunteering at bake sales, picnics, and food drives. This should be the ultimate goal of every brand━engagement. People who are engaged, are generally the best clients and team members. They believe in your noble purpose. They are invested and have taken ownership. These are your true brand evangelists. What are you doing to engage your brand?