Branding is a subject that has taken root in the organizational structure of the corporate world of Nigeria in the last 10-15 years. Churches are not left out of taking advantage of this very key aspect of an organization.
Simply put, branding is how people see your organization. While we cannot fully determine what people say about our church, we have a big role in determining the kind of things that people say about us.
Whether we are aware of the brand of our church or not, it doesn't change the fact that every single church or ministry has a brand. So, it is only wise to take charge of this vital area so as to get the desired results.
The brand of your church determines many things in your church. A very key thing that the brand of your church decides is the kind of people that you attract. There are churches that attract illiterates irrespective of their location. It is as a result of their brand. The same goes for those that attract youths, elderly people or children.
We often blame this on publicity or our location. The major decider of the kind of people you attract is how you look like to them. I can decide whether to attend a particular church or not by simply checking out their brand even without attending at all.
Unconsciously, it is our brand that decides how much influence we have. For example, a denomination like Christ Apostolic Church (C.A.C) has a brand that attends majorly to illiterates and semi-literates. The influence of that church is based on the kind of brand that they have.
There are many things that determines the brand of a church or ministry. I will enumerate them in part 2 of this series!
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