The Power of Brand Perception

Your BRAND is the perception of your organization that lives in the minds of your audiences.

Every interaction your audience has with your church or organization forms thoughts, feelings, and perceptions in their minds. In this understanding of a BRAND, everything speaks—business cards, website, words and posture, interaction with volunteers and staff. All of these things contribute to your audience’s perception of you.

With a strong brand, you communicate effectively and consistently across all communication channels.

The branding process is one way to fully leverage the hard work of getting clear about your vision, seeing it come to life in all of your communication.

THE QUICK SUMMARY – Branding Faith by Phil Cooke

Have you hit a wall with your church, ministry or non-profit organization? In spite of a genuine calling, an exceptional team and solid investment in the vision, have you noticed that the spark never catches fire? Media and marketing expert Phil Cooke wants every ministry to ask, “Who are we?”

By identifying what makes your organization different from the thousands clamoring for attention, you can get your message heard. Cooke has consulted with many of the most recognized churches and non-profits in the world, and in Branding Faith: Why Some Ministries Impact Culture and Others Don’t, he shares his road-tested strategies for using media and marketing to make your mark on people’s minds and hearts. Whatever the size of your organization, his helpful hints and insider know-how will give you the tools to set your ministry’s strategies ablaze.

A SIMPLE SOLUTION – The Power of Brand Perception

The brand is what people think about your church. Your brand is what people think about your church, the expectation, the idea, they have. It’s not what you have. It’s what they have.

Branding, at its heart, is about making an emotional connection. If it’s what people think, we want to make that emotional connection there. People fall in love with brands. They trust them.

Brand is how people feel about us. There’s that emotional connection that’s built there.

Auxano Navigator Bryan Rose shares two two ways to think about your brand: “There are actually two brands, the big “B” brand, and the small “b” brand. Let’s define the two. The big “B” brand represents the impression that your church leaves in someone’s mind as a result of a total experience with the ministry. Brand is every interaction that occurs on behalf of the church. Person to person, environments, culture, the worship experience, social media presence, the posts, and their responses.”

All of those things come together as the big “B” brand. So, your church’s brand, the big “B” brand, lives in someone’s mind, lives in the people’s mind, and it’s a result of all these experiences. 

The key to effective branding is that a successful brand isn’t what you say it is; it’s what they say it is.

Telling an effective story about your church, ministry, project, or even yourself begins with understanding the power of perception. In a media-driven culture, perception can be even more important than reality because, with the advent of technology, word travels fast.

Whether it’s a simple email message that is continually forwarded exponentially to everyone in your address book, a viral video that’s distributed through the Web, or the convenience of cell phones, in the digital age, it’s tough to keep a lid on bad news.

The influence of the mass media in our culture is changing everything, and “perception” is the language spoken by modern media. In a world when sound bites heavily influence the political process, the unique characteristics of mass media now affect every aspect of our lives.

It’s not about facts; it’s about perception.

In today’s media-saturated culture, who you are becomes less important that how you’re perceived. When researchers study the process of communication, they realize that the message being sent is not always the message being received. For a variety of reasons, few communicated messages actually arrive with the same intentions, information, and impact.

The art of perception can be also be used to promote positive projects, people, values, or ideas. In spite of its abuse, the power of perception can be utilized for good if we know how to activate it in our lives. The way to do that is to consider your audience before crafting your message.

Phil Cooke, Branding Faith


Because it’s not the message you send, it’s the message that’s received that counts.

As author Phil Cooke states, “It doesn’t matter how brilliant your sermons are; if your attention is misunderstood by the listener, then you’ve failed to communicate.”

He recommends that leaders start at the receiving end first to make sure your message has the best chance of being received properly.

In other words, don’t begin with your message; begin with your audience.

In advance of your next speaking opportunity, consider using questions like the following to help understand your audience:

  • Who is my audience? You have to think like an audience member – what would they want to receive from a speaker?
  • What are their stakes? Do you know why they are present? Chances are the outcome that they are looking for is not connected to your goals.
  • How can you repackage your presentation? Without changing your core message, what can you revise in order to align with your audience’s needs?
  • How can you redefine the expectations of your audience to meet yours?
  • What language and visual style is your audience expecting?
  • Why is your core message interesting for your audience?
  • What is the best medium for your core message to come through? Are you better off talking without visual aids, or are they appropriate?
  • What “gifts” can you give to impact your audience? Your presentation happens, and then? A strong core message may be remembered, but wouldn’t it be better if your audience changed their behavior by integrating some of the knowledge and ideas from your presentation in their daily lives?

Excerpt taken from SUMS Remix 109-1, released January 2019.


Part of a weekly series on 27gen, entitled Wednesday Weekly Reader

Regular daily reading of books is an important part of my life. It even extends to my vocation, where as Vision Room Curator for Auxano I am responsible for publishing SUMS Remix, a biweekly book “excerpt” for church leaders. Each Wednesday on 27gen I will be taking a look back at previous issues of SUMS Remix and publishing an excerpt.

>>Purchase SUMS Remix here<<

>> Purchase prior issues of SUMS Remix here<<


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