Press Release

Divine Differentation: Churches prey on the power of branding

2007-06-03

One church will have something extra to celebrate on June 7, 2007 - Tom Jones’ 67th birthday. It might not sound like a religious holiday to you, but the parishioners of the Church of Tom Jones may beg to differ.

Let’s face the music; Sunday’s just aren’t what they used to be. While churches used to focus their offerings on worship, prayer and song, they’ve now become as marketing savvy as any secular business trying to get prospects to see the light. But just how far is a church willing to go to get the attention of parishioners who, like any other consumers, are bombarded with messages from countless brands trying to occupy their mind and their dollars?

Pastor Jack Stahl of The Church of Tom Jones (www.churchoftomjones.com) took a leap of faith when he decided to incorporate the music of the Welch singing sensation into his ministry. And parishioners and prospects are taking notice. In addition to dressing like his idol, the pastor sings and dances during his sermons to the delight of his followers who refer to him as “Pastor Jack.”

Pastor Jack was inspired by the Welsh crooner at the age of seven, and brought his passion for the music of Tom Jones into his profession as a man of the cloth (in this case, the cloth being leather). By emulating his superstar hero, Pastor Jack has incorporated a higher power into his ministry – the power of branding. He even has a radio show to preach to the masses over the airwaves and offers online certifications for those who want to become ordained ministers. He plans to build a 2500 seat stadium as his brand and ministry grows.

While many may think that a separation of church and brand is in order, let’s face it – over the years, churches have become more brand focused to attract and retain parishioners and the revenues they bring. Pastor Jack just upped the ante with a more secular slant. He brought a personal passion into his business that resonated with an audience of parishioners. And a brand with passion is a brand remembered. His methods have undoubtedly raised an eyebrow or two, but have also garnered significant attention from the worldwide media. He has been on more than 100 radio and television programs in seven countries including VH1, The Ricki Lake Show and the BBC.

You might find his methods a bit strange, but before you cast stones at the risk taking reverend, it’s important to note that more and more churches are becoming religious about branding. Many have added various programs to attract a variety of target audiences, such as groups for teens, singles, divorcees, or recovering alcoholics. They bring in charismatic orators or choir conductors to engage the audience, make an emotional connection and keep people coming back for more. Mariner’s Church in Newport Beach, California offers groups for singles of all ages, recovery groups for addiction, depression and dysfunctional behavior, and even has a bookstore and café. They provide dozens of classes including an educational series called “Money Wise” which teaches biblical theories on money management, including financial planning tools and budgeting spreadsheets on their website (www.marinerschurch.org). Churches have come a long way in their offerings because people have come a long way in their needs and wants. And good branding means listening to the customer.

Have churches gone too far in their marketing efforts or does God help those who brand themselves? Sandra Sellani, Author of “What’s Your BQ? (Brand Quotient™) (WBusiness Books, March 2007), says branding bodes well for churches. “If someone is in search of spiritual guidance and the church has not made its presence known through some type of marketing or branding, then the church has missed an opportunity to help the very people that need it.”

The great-niece of a Pentecostal minister in a small Pennsylvania church that chose not to use marketing, Sellani grew up watching her congregation slowly dwindle to a handful of people. “Most church members moved away or died. So many people in the area can benefit from the church, but simply don’t know it exists.”

Church leaders also have something in common with brand experts. They know that in order to bring someone into the fold, one must speak to people at their level and in their language. And the language of the today’s people is spoken via the internet, email blasts, blogs, the media and branding. Church branding in today’s communications age is, as Tom Jones would say, “not unusual”, although Pastor Jack’s methods are. And it’s his radical execution that creates a memorable brand. Sellani says, “A brand leaves an impression that transcends the product or service itself. If all we offer to our target audiences is the same product or services as other do, then we’re not a brand, we’re a commodity.”

In her book, Sellani has identified The Church of Tom Jones as one of 35 companies with a remarkable BQ (Brand Quotient™). BQ is a phrase that Sellani coined to refer to people who have an innate instinct to create brands that stay in the hearts and minds of consumers. “People don’t buy products, they buy brands” says Sellani. And because our culture is bombarded with thousands of messages per day, those that stand out – for any reason – are the ones that will be noticed and remembered – religious or secular.” While the Church of Tom Jones is not for everyone, it doesn’t have to be. And, by the rules of branding, it shouldn’t be. Brands that specifically identify a target market are more successful than those that try to be all things to all people.

Sellani’s brand strategies which helped grow a commercial real estate company from $2 billion to $11 billion in property sales in five years are outlined in her book and apply to any organization and industry, even churches.

She says, “Those church leaders who want to bring larger audiences through their doors should remember that to brand effectively, you must: get people’s attention, make a connection, inspire a response, and stay in their minds. After all, ‘What would Tom Jones do?’”

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© 2007, Sandra Sellani. Sandra Sellani is an author, professional speaker and consultant on branding and marketing, based out of Newport Beach, California. Her free BQ test is available online at www.whatsyourbq.com.

Media kits, review copies and interviews with author Sandra Sellani available upon request.
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