When you think about excellent customer experiences, what companies come to mind? Chick-fil-a, Southwest Airlines, Starbucks, and Amazon are always on my list. In addition to the products and services these companies offer, they work hard to make customer service a part of their brand experience.
Whether you know it or not, your kids ministry also has a brand. I’m not necessarily talking about logos, graphics, or font treatments (although those things can be very helpful tools); instead, I’m talking about how others view your ministry. You are known for the services and experiences you provide to kids and families, whether good or bad. If you have never thought about your brand, you may want to take some time to reflect on how people currently perceive your ministry and how you want them to perceive it. Check out these tips for branding your kids ministry.
- Think About It
What are those “big picture” ideas that you want to permeate throughout your entire ministry? Maybe you want your kidmin to be focused on Jesus, or maybe you want to emphasize making intentional connections with families. Take some time to think about these concepts. Make a list if you don’t already have one, or review your current list to make sure it still aligns with your ministry goals. Ask for input from other leaders in your ministry.
It does no good if you create a mission statement or list of values in isolation and never share it with others. You need to talk about the important things in your ministry regularly! Call a meeting with your volunteers and teachers to help cast your vision for ministry, and re-cast vision regularly. Communicate to parents and families the things they can expect from you and your ministry. Make sure your messaging is consistent in your various media outlets (bulletins, announcements, website, Facebook, etc.).
- Live it Out
You cannot stand on empty promises. If Chick-fil-a simply talked about being focused on their customers but they consistently provided a terrible experience, their business would fail. Make sure your ministry is actually in line with your mission and goals! Provide regular training for your teachers, volunteers, and leaders. Give honest feedback, and ask for personal feedback, too. Ask friends or mentors to hold you accountable and lovingly point out when you aren’t delivering on your promises or goals.
- Be Consistent
The real key to branding your kids ministry is consistency. If you change your message or goals every month, or if you provide a quality experience for a special event but neglect your ministry on Sundays or throughout the week, people will wonder whether they can trust you. You must be consistent in your messaging, and you must consistently deliver on your promises.
As an exercise in branding, ask 5-10 church members, “If a visitor asked you to describe our kids ministry, what would you tell them?”
You may be surprised by what you hear. If you get inconsistent results, or if the responses do not reflect your ministry goals, it may be time to hone your skills in branding your kids ministry.
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