Recently I learned about a style of art known as "Steampunk." I've actually always been drawn to this style (you'd know if you saw my watches or the clock in my house). However, I didn't know it had a name. Even more, I didn't know it was created by artists with such a specific achievement or end-result in mind.

To para-phrase, this style of art is based in Victorian era Britain where steam power is still widely used. Elements of technology or futuristic innovations are added to various Victorian-era items. But not innovations as we know them today, these are innovations as Victorians may have envisioned them. I've included a picture to illustrate, but think H.G. Wells or Jules Verne.

What got me thinking was that this idea isn't far off from how many organizations brand, market and communicate—applying strategies that, to them, seem innovative but are very far off from being successful. The major downfall is that these ideas not only fall short of connecting with people they often paint a more out-dated and out-of-touch picture of the organization. 

Simple elements like design, wording, symbols and application can convey a great deal about your organization to your audience— especially how in touch you are with what's important to them or relevant in today's world. The simplicity of a logo (mark, type and tagline) can, in a matter of seconds, shape an individual's perceptions of your organization (both consciously and sub-consciously). And to think how many times a logo or branding in general falls from the priority list.

But unlike Jules Verne who didn't mind if his whimsical, over-weight Zeppelin or analog computer ever worked, your organization is relying on effective branding and marketing to convey a particular message/personality that, in turn, will connect with your audience.

If you notice signs that your organization is having an issue with branding or marketing, contact Brand Army or your nearest branding professional—an ounce of prevention is worth a pound of cure :-)

Working though some ideas for a Christian fishing charter. I've found it super helpful to take pictures of my sketches and then transfer them to the computer. Sure beats the process of scanning... Still working through the details of this mark, but wanted to share. The gradient is just for effect, I don't recommend this for various reasons. Though this mark has many parts, the fact that they are compact and create one solid mark makes it work—both at small sizes, in one color and embroidered

Most of what we do is self-explanatory: logo means logo, website means website and Brand Interview means, well, what does it mean?

Our brand interview is one of the most important pieces of our branding process. It's a series of questions broken down by category, that help us understand your vision, your objectives, who you want to reach and most importantly the personality you want your new brand identity to have. There are many "aha" moments or simply "hmmm, great question" moments that help pastors or team leads realize not only how integrated a brand is into their entire vision and mission but how important it is in helping them reach their community.

After the interview, the responses are organized into a document that becomes the blueprint and reference point for everyone involved in the branding process. This is called the Brand Brief and is reviewed and approved by your team before development begins. Every time there is a review of design, copy or strategy, the team is encouraged to weigh opinions against the Brand Brief—seeing how each piece relates to the vision, objectives and personality expressed by your church's leadership.

Even churches with an in-house design team have completed this interview and use the Brand Brief as a reference point when critiquing new marketing or design, making sure it fits within their desired personality and objectives.

Sound interesting? Contact us and we'll set up a time to talk personality.

This is the recently completed Style Guide/Identity Overview for Village Church. We professionally print a hard-copy of this overview for our clients.

Author: Chris Johnson
All to often we lean toward safe, bland, me-too branding. This is understandable, but it is also not a good idea, that is if we want to be even moderately effective. Churches can easily find themselves safe... and invisible... to just those people you really want to reach.

To become viral or talked about... to be remarked about... you have to become remarkable!

Create a brand identity that...

1) ...is arresting, surprising, one that will get talked about.

2) ...unique among contending appeals

3) ...has strong appeal to unchurched and dechurched people in the area

3) ...you can adopt and live out in a remarkable way.

4) ...provides a long term, strategic fit in your city reaching goals

5) ...provides many creative, adaptive, thematic spinoffs

Grab our Identity Brochure PDF that explores how an identity is developed and used within the larger "brand picture." Don't worry, this isn't a sales piece, just an identity overview that gives a little insight into how we think here at Brand Army.