How to Avoid Brand Fatigue (1)
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After finishing a rebrand project, I used to caution clients against using their new logo on everything, warning them about the dangers of "brand fatigue."
I've changed my perspective on this now.
It feels counterintuitive, but your brand should be 99% repetition and 1% novelty.
As a ministry leader, you'll get tired of hearing your core values long before your audience even remembers one of them. You'll be dreaming in only your brand colors before anyone even notices that there's an intentional palette.
In fact, there was a study done to see how well regular people could recall major brand logos from memory. The results were pretty shocking.
If regular people struggled to remember the TARGET logo, then your church probably doesn't have to worry about "over-branding."
That said, there's a simple principle that can help you give your church more brand "touchpoints" without going overboard and getting on anyone's nerves. I’ll talk about that in the next one.
See you there!
Using a Visitor Journey to Make Your Church More Memorable
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Have you heard the term "visitor journey?"
A good rule of thumb for churches is that a visitor should have no less than 5 brand “touchpoints," or places where they can interact with your brand.
The best way I've found to identify those touchpoints is to think about your visitor journey.
What do they see? Who do they talk to? How long do they spend in each place?
This is critical to get right for larger churches, but it also applies to a church plant reaching their community for the first time.
Here’s a starter outline of a visitor journey:
Visitor finds you online (do they see photos of your people, building, or logo?)
They drive up to your parking lot (do they see the same people, building, and logo?)
They walk inside (do they see wayfinding? A welcome banner? A greeter with a name tag?)
They sit down in the sanctuary (do they see at least one announcement slide that is relevant to them? What about in the bulletin?)
I’ll let you continue your list from there, but here's the thing:
If you can’t remember what your visitor journey looks like, your visitors probably aren’t remembering your church either.