There's a valuable truth here that can apply immediately to branding. You can't treat everyone equally. I know there's a few already tuning me out. But lets look at a couple facts:
- He treated the church (pharisees/saduccees) differently. He even called them names at one point.
- He allowed only 3 of his 12 disciples to see his transfiguration and only invited 3 of them to pray with him in the garden before his arrest
Sprint recently decided to treat some of its "problem customers" a little different by telling them to find somewhere else to go.
I know this is hard to swallow because we often confuse love others with treat them equally. A Brand's strength comes from knowing who its customers are. Does this mean we don't let someone inside the brand community, no.
A brand is an expectation. You can't be all things to all people. You have to decide what your going to be and then deliver on that promise. The great thing is there is plenty of diversity in the church. If someone comes to your church and it has great A/V and they want a more traditional service, then they can go find that somewhere else.
So what is your brand's demographic - coffee house, traditional? Whatever it is your brand must communicate in a way that delivers on the expectation of your community. If your brand says your one thing and they show up and discover its completely different then all you've done is lie to that potential customer and may not get a second chance.
Relationships are based on trust, tell someone something and deliver on that and you've earned their trust. Church Brands need to strive to do the same.
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