A number of us in the HPPC Communications Ministry had lunch yesterday with Richard Reising and some of his crew at Artistry Marketing. The primary topic of conversation, of course, was church communications, growth, and ministry marketing.

As church communications professionals, we have an incredible responsibility for – and often critical role in – the health of the church. We asked Richard what he believed to be the biggest thing that contributes to church growth and health. His response? The “get it” factor.

Dr. Phil believes you either get it or you don’t. I tend to agree. From the Senior Pastor, to the rest of the entire staff, the “get it” factor is paramount. You’ve all simply gotta get it. Varying degrees of get-itness, or complete lack thereof, threaten to limit your focus, mission, and unique qualifications to fulfill your calling. It’s not enough for only a handful of low-profile members or staffers to get it. Everyone needs to get it.

Can one learn to get it if they don’t? I believe they can IF they’re willing to take an honest look at themselves, identify areas of inadequacies, and commit to making significant – sometimes painful – changes. Richard’s new blog [www.beyondrelevance.com] is an excellent resource for church leaders at every level.

By the way, Richard is working on a new book. I’m not at liberty to say what I know about it, but I can tell you that the working title is NOT “Purpose Driven … Anything,” “The Prayer of Richard,” or “Your Best Marketing Now.”

I attended a fantastic breakout session by Phil Cooke named after his most recent book of the same name, Branding Faith: Why Some Churches and Nonprofits Impact Culture and Others Don’t. I have to admit, though, that his book hasn’t yet moved from my “want to read” list to my “books read” list. But it will soon. I promise. Here are my notes from the breakout:

• We are bombarded by somewhere between 3,000 to 5,000 advertising impressions every day.
• Ultimately, branding is about perception. And perception is reality.
• Who you are matters, but not as much as how you are perceived. If you don’t control your perception, you will always remain at the mercy of others’ perception of you.
• Branding (defined): A compelling story about a product, person, or organization. These principles of branding can be applied to your own life and career, too.
• Branding permeates everything you do.
• Branding is also about how you get noticed.
• In a media-driven culture, visibility is just as important as ability.
• You cannot brand a lie. Be who you say you are.
• Being different is everything. Uniqueness is paramount.
• Four important questions to ask yourself in order to define your brand: (1) Why am I doing this? What’s the point? (2) Who are you? What makes you ‘you?’ (3) What are your skills and talents … now? Not skills or talents you wish you possessed. Find your niche. (4) What makes you different from any other church in town?
• Five practical things you can do right now to get started: (1) Understand the power of a name. (ex., Mid-West Baptist Bible College doubled enrollment within one year of changing their name to Covenant University … your name is extremely important). (2) Speak the language of design. (3) Be careful with humor. What’s funny in the south may not be funny up north. (4) Find your overarching theme for your life/ministry. (5) Answer the question: What’s your ultimate calling? Ironically, focusing on what drives you crazy can be profoundly eye-opening to discovering your calling.
• Phil then pleaded with us to eliminate flags, doves, flames, and globes from all our communication pieces and logos. They no longer have the same symbolic strength they used to. Phil humorously told of a pastor who once confessed after one of his talks to violating all four simultaneously on one business card.
• Phil also introduced the emerging birth of what is termed the “Open Media Revolution.” In our current age of FaceSpaceTwitterBlogTextIMosphere, people are achingly aware of their need for a voice.

To illustrate the need for each of us to have a clearly defined vision of our brand, he told a story about Walt Disney (one of my favorite visionaries of all time). Before the construction of Disneyland in California was even completed, Walt had already set his sights to building Disneyworld in Orlando. Unfortunately, he died before it was completed and open to the public. His wife however, was there for the Grand Opening celebrations. A Disney Corporation employee commented to her that he thought it a shame that Walt wasn’t here to see it. Without hesitation she replied, “Oh, he saw it. That’s why it’s here.”

Starbucks billboard on I-35 near Temple, TX

There was a time when churches were yearning to know how Starbucks created such a culture that cultivated such a cult following. From their marketing, to their customer service, to employee training.

It was also widely known that Starbucks desired to be the community’s “third place.” Meaning, in the triangle of the average person’s life, besides work and home, Starbucks would be the third destination. So for those who considered St. Arbucks their church home, all was well. Who needs church when you’ve got your Starbucks?

But now … Starbucks is reporting that profits are down. Stores are closing. 600 stores, actually. And they have taken new directions in marketing campaigns that would have NEVER been considered.

Here’s what John Moore, former marketing executive from deep within Starbucks’ inner circle (back in the day), has to say:

Sadly, this is another decision the company has made which has “… lead to the watering down of the Starbucks experience, and, what some might call the commoditization of our brand.” [SOURCE]

As marketers, we know there is not a faster, better, or cheaper route to commoditizing a brand than using unemotional language like: Faster … Better … Cheaper.

Back in the day, Starbucks marketers were coached to: (1) NEVER communicate like a fast food company; (2) NEVER convey a new and improved mindset; and (3) NEVER allow a tactic to take priority over the company’s heritage and personality.

Now, as it turns out, there’s as much to learn about what to do … and what NOT to do … from Starbucks to create a culture that inspires and instills brand loyalty.

Read John Moore’s post in it’s entirety here.