In a nutshell branding is how you the consumer defines a particular product or business.
If I mention the word Coke you immediately think of a great tasting soft drink drunk by millions world wide. OK, I'm not a drinker of soft drinks, but I know Coke may very well be the most extablished brand in the world. It has its fans, as became clear during the days of the New Coke fiasco.
The purpose of branding is to encourage the consumer to have a positive emotional response and use or purchase the product.
Coke is always the same, whether you buy it in Virginia or California or Kenya, East Africa.
However, that is not always the case for other brands. Personally, I am not a fan of the local IHOP. But a few years ago while traveling to the West Coast we spent the night in Van Horn, Texas. The motel did offer what they called a "Continental Breakfast." For the record that phrase must have multiple definitions. Perhaps the hotel was focusing on the 'continental' part, because it certainly did not fit in the category of breakfast.
So we left the motel the following morning on the hungry side. But we were only about 100 miles outside of El Paso, Texas. With a speed limit of 80, we were just over an hour away from a good breakfast.
As we arrived in El Paso, because of my bias toward the local IHOP, I was not looking for one. However, that is exactly where we stopped.
Guess what? Huge lesson here. We had one of our best and most memorable meals that morning. In fact, it set the tone for the day. That day we traveled over 800 miles and just had an all around great day. Had I let my personal "unfair" biases interfere the day could have turned out much differently.
Here are a couple of thoughts I have. (Of course, these also apply to other organizations as well).
1. There are many people who have had a bad experience at a particular church and prefer to simply avoid church altogether.
2. People have unfair biases, which can lead to an unfair branding.
3. Occasionally people give church another chance and check one out.
4. The previous 'bad' experience may have really not been 'bad,' just different which to the person was considered bad.
5. Every week someone may walk through the doors of New Hope giving church one more try.
6. It's critical that every week we seek to provide a great experience whether it be in the way we greet people, offer someone a cup of coffee, provide a smooth check-in for the kids, have excellent music, or deliver a well-communicated message.
7. I don't want to get unbalanced in my thinking. (For instance, I use a Mac while my son Adam hates Macs. He is a PC guy. Does that make Mac a terrible product? Absolutely not).
8. I want to always live with the assumption that we have one shot, that every week we must be ready to deliver a great experience.
Because that is what people will remember. And that will determine whether or not they have a positive or an unfair bias. As the number of people add up, the brand begins to take shape. The challenge is to avoid "unfair branding."