Church Branding 101: What Every Ministry Should Know

This is Church Branding 101, what every This is Church Branding 101, what every ministry should know. And you're about ministry should know. And you're about ministry should know. And you're about to learn the difference between brand to learn the difference between brand to learn the difference between brand and branding. We'll share exercises you and branding. We'll share exercises you and branding. We'll share exercises you can copy to establish your church's can copy to establish your church's can copy to establish your church's brand principles. And we'll confront the brand principles. And we'll confront the brand principles. And we'll confront the big question, does branding even belong big question, does branding even belong big question, does branding even belong in the church? Let's dive in. in the church? Let's dive in. in the church? Let's dive in. Well, hey there and welcome to the Well, hey there and welcome to the Well, hey there and welcome to the ProChurch Tool Show. We're here to help ProChurch Tool Show. We're here to help ProChurch Tool Show. We're here to help you and your church navigate the biggest you and your church navigate the biggest you and your church navigate the biggest communication shift in 500 years. I am communication shift in 500 years. I am communication shift in 500 years. I am Brady Sher, your host. I'm joined as Brady Sher, your host. I'm joined as Brady Sher, your host. I'm joined as always by my co-host. We call him Bishop always by my co-host. We call him Bishop always by my co-host. We call him Bishop Branding. It's Alexander Mills. Hello. Branding. It's Alexander Mills. Hello. Branding. It's Alexander Mills. Hello. Hello. What we're discussing today is Hello. What we're discussing today is Hello. What we're discussing today is actually a small excerpt from the logo actually a small excerpt from the logo actually a small excerpt from the logo and branding module from ProChurch and branding module from ProChurch and branding module from ProChurch Certified, our online certificate Certified, our online certificate Certified, our online certificate program for creative ministry. You get a program for creative ministry. You get a program for creative ministry. You get a real certificate at the end. You real certificate at the end. You real certificate at the end. You absolutely do. And guess what color it absolutely do. And guess what color it absolutely do. And guess what color it is? It's not white. Oh, TBD. Uh, well, I is? It's not white. Oh, TBD. Uh, well, I is? It's not white. Oh, TBD. Uh, well, I guess it was revealed on the signup guess it was revealed on the signup guess it was revealed on the signup page. It's It's black. It's dark mode. page. It's It's black. It's dark mode. page. It's It's black. It's dark mode. We put the certificate in dark mode. We put the certificate in dark mode. We put the certificate in dark mode. There are nine modules that make up There are nine modules that make up There are nine modules that make up certified overall. So, we started with certified overall. So, we started with certified overall. So, we started with photography. uh just recently published photography. uh just recently published photography. uh just recently published videography and then the third module of videography and then the third module of videography and then the third module of nine is logo and branding. I'm putting nine is logo and branding. I'm putting nine is logo and branding. I'm putting the finishing touches on that right now.

the finishing touches on that right now. the finishing touches on that right now. Our inaugural class is made up of 300 Our inaugural class is made up of 300 Our inaugural class is made up of 300 more than 300 students. You can learn more than 300 students. You can learn more than 300 students. You can learn more about certified at more about certified at more about certified at prochurchcertified.com. Registration for prochurchcertified.com. Registration for prochurchcertified.com. Registration for the class of 2026 opens in the new year. the class of 2026 opens in the new year. the class of 2026 opens in the new year. There's a waiting list there. What's There's a waiting list there. What's There's a waiting list there. What's cool about the logo and branding module cool about the logo and branding module cool about the logo and branding module specifically is that the task because specifically is that the task because specifically is that the task because each module ends with an exercise. The each module ends with an exercise. The each module ends with an exercise. The task is we're creating these brand task is we're creating these brand task is we're creating these brand guides for churches from scratch. And so guides for churches from scratch. And so guides for churches from scratch. And so each lesson is dedicated to a different each lesson is dedicated to a different each lesson is dedicated to a different part of the brand guide. And so we have part of the brand guide. And so we have part of the brand guide. And so we have one dedicated to logo and typography and one dedicated to logo and typography and one dedicated to logo and typography and colors and voice and personality, all of colors and voice and personality, all of colors and voice and personality, all of that. But it starts with the foundations that. But it starts with the foundations that. But it starts with the foundations and that's what we're going to be and that's what we're going to be and that's what we're going to be covering in this episode. What I should covering in this episode. What I should covering in this episode. What I should also say is if you want me and my team also say is if you want me and my team also say is if you want me and my team to work directly on your church's to work directly on your church's to work directly on your church's branding, that is something that we do branding, that is something that we do branding, that is something that we do as well, but it is very limited. We as well, but it is very limited. We as well, but it is very limited. We don't have a official product for it. If don't have a official product for it. If don't have a official product for it. If you want to work directly with our you want to work directly with our you want to work directly with our design team, shoot an email to design team, shoot an email to design team, shoot an email to [email protected] and we can talk [email protected] and we can talk [email protected] and we can talk more. We've got five more. We've got five more. We've got five five kind of big brand ideas and we're five kind of big brand ideas and we're five kind of big brand ideas and we're going to start with this one and that is going to start with this one and that is going to start with this one and that is the simplest way to understand branding the simplest way to understand branding the simplest way to understand branding is this. The other day I sit down next is this. The other day I sit down next is this. The other day I sit down next to my wife and I have a Tik Tok to share to my wife and I have a Tik Tok to share to my wife and I have a Tik Tok to share with her who can't relate. a reel to with her who can't relate. a reel to with her who can't relate. a reel to share with your significant other. And share with your significant other. And share with your significant other. And the title of the reel was like, "These the title of the reel was like, "These the title of the reel was like, "These are the best donuts in Niagara." And we are the best donuts in Niagara." And we are the best donuts in Niagara." And we live in Niagara region of Canada. And so live in Niagara region of Canada. And so live in Niagara region of Canada. And so this specific creator is dedicated to this specific creator is dedicated to this specific creator is dedicated to unearthing the best food and drink spots unearthing the best food and drink spots unearthing the best food and drink spots in the area. Love it. And so they're in the area. Love it. And so they're in the area. Love it. And so they're showing the this establishment and they showing the this establishment and they showing the this establishment and they go inside, they show you the outdoors, go inside, they show you the outdoors, go inside, they show you the outdoors, they show you all the donuts. And like

they show you all the donuts. And like they show you all the donuts. And like as the video is playing, my wife kind of as the video is playing, my wife kind of as the video is playing, my wife kind of interrupts and goes, "Wow, I like I interrupts and goes, "Wow, I like I interrupts and goes, "Wow, I like I wouldn't expect great donuts to come wouldn't expect great donuts to come wouldn't expect great donuts to come from that shop." Is it Country Fresh from that shop." Is it Country Fresh from that shop." Is it Country Fresh Donuts over on Victoria Avenue? It is Donuts over on Victoria Avenue? It is Donuts over on Victoria Avenue? It is not. It is not. It's called Cookies and not. It is not. It's called Cookies and not. It is not. It's called Cookies and More. Yes. So that's over by our house. More. Yes. So that's over by our house. More. Yes. So that's over by our house. The Italian spot. The Italian spot. And The Italian spot. The Italian spot. And The Italian spot. The Italian spot. And you know it's the Italian spot because you know it's the Italian spot because you know it's the Italian spot because the marquee is just the Italian flag. In the marquee is just the Italian flag. In the marquee is just the Italian flag. In the most if if a font could be Italian, the most if if a font could be Italian, the most if if a font could be Italian, it's it's Italian font. And you'd only it's it's Italian font. And you'd only it's it's Italian font. And you'd only know what the font is if you were know what the font is if you were know what the font is if you were standing right in front of it because standing right in front of it because standing right in front of it because the contrast. This sign, this marquee in the contrast. This sign, this marquee in the contrast. This sign, this marquee in no way suggests or implies premium no way suggests or implies premium no way suggests or implies premium pastries. For what? the sensibility of pastries. For what? the sensibility of pastries. For what? the sensibility of the mid-30s millennial person is looking the mid-30s millennial person is looking the mid-30s millennial person is looking for. You go inside and it looks like a for. You go inside and it looks like a for. You go inside and it looks like a kitchen of a restaurant. It's like from kitchen of a restaurant. It's like from kitchen of a restaurant. It's like from the backside. Yes. Right. Like it is the backside. Yes. Right. Like it is the backside. Yes. Right. Like it is industrial but not like not think like industrial but not like not think like industrial but not like not think like designed industrial like it is literally designed industrial like it is literally designed industrial like it is literally oh this is like the kitchen of a bakery oh this is like the kitchen of a bakery oh this is like the kitchen of a bakery behind the counter and the industrial behind the counter and the industrial behind the counter and the industrial complex it's in looked like it had been complex it's in looked like it had been complex it's in looked like it had been like um condemned and then recently this like um condemned and then recently this like um condemned and then recently this this little bake shop opened up and has this little bake shop opened up and has this little bake shop opened up and has taken Nagra by storm because everyone I taken Nagra by storm because everyone I taken Nagra by storm because everyone I hear I we haven't bought from there yet hear I we haven't bought from there yet hear I we haven't bought from there yet but everyone I hear is like oh they have but everyone I hear is like oh they have but everyone I hear is like oh they have the best things there but what you're the best things there but what you're the best things there but what you're saying is true if you were to look at it saying is true if you were to look at it saying is true if you were to look at it as someone with like you said a as someone with like you said a as someone with like you said a millennial someone with an affinity for millennial someone with an affinity for millennial someone with an affinity for a vibe for lack of a better term uh a vibe for lack of a better term uh a vibe for lack of a better term uh might not be your first choice. Right?

might not be your first choice. Right? might not be your first choice. Right? And this kind of gets us into big idea And this kind of gets us into big idea And this kind of gets us into big idea number two, which is the difference number two, which is the difference number two, which is the difference between brand and branding because they between brand and branding because they between brand and branding because they are not the same thing. So brand is are not the same thing. So brand is are not the same thing. So brand is defined like this. A person's gut defined like this. A person's gut defined like this. A person's gut feeling about your church or in the case feeling about your church or in the case feeling about your church or in the case of a premium pastries establishment, the of a premium pastries establishment, the of a premium pastries establishment, the gut feeling you get about this place. So gut feeling you get about this place. So gut feeling you get about this place. So this has nothing to do with the actual this has nothing to do with the actual this has nothing to do with the actual substance of the organization, the substance of the organization, the substance of the organization, the quality per se of what they're serving. quality per se of what they're serving. quality per se of what they're serving. Yeah, it's just like you look for Yeah, it's just like you look for Yeah, it's just like you look for non-verbal cues and then you get this non-verbal cues and then you get this non-verbal cues and then you get this kind of guy feeling this is what I would kind of guy feeling this is what I would kind of guy feeling this is what I would expect and we're all doing this branding expect and we're all doing this branding expect and we're all doing this branding then is the actual practice of then is the actual practice of then is the actual practice of perception design that is being perception design that is being perception design that is being continually done by the organization continually done by the organization continually done by the organization that's imperative that's the thing and that's imperative that's the thing and that's imperative that's the thing and that's the reason I say the practice of that's the reason I say the practice of that's the reason I say the practice of perception design because it's not like perception design because it's not like perception design because it's not like hey we we made this style guide this is hey we we made this style guide this is hey we we made this style guide this is our logo this is our colors this is our our logo this is our colors this is our our logo this is our colors this is our font like we have now completed branding font like we have now completed branding font like we have now completed branding Branding is this thing that is never Branding is this thing that is never Branding is this thing that is never ending. And what it ultimately does is ending. And what it ultimately does is ending. And what it ultimately does is it shapes brand. Branding is what you it shapes brand. Branding is what you it shapes brand. Branding is what you do. Ultimately, it shapes brand because do. Ultimately, it shapes brand because do. Ultimately, it shapes brand because it was the design choices that Cookies it was the design choices that Cookies it was the design choices that Cookies and More made on their marquee on their and More made on their marquee on their and More made on their marquee on their sign where they decided, "No, no, we're sign where they decided, "No, no, we're sign where they decided, "No, no, we're not going to care about contrast. We not going to care about contrast. We not going to care about contrast. We don't care about legibility. We don't don't care about legibility. We don't don't care about legibility. We don't care about readability. Who cares about care about readability. Who cares about care about readability. Who cares about the the the red, white, and green. We the the the red, white, and green. We the the the red, white, and green. We are only focused on attracting the are only focused on attracting the are only focused on attracting the Italians in the area." And and this Italians in the area." And and this Italians in the area." And and this isn't to say that I would not expect isn't to say that I would not expect isn't to say that I would not expect premium pastries to come from the premium pastries to come from the premium pastries to come from the Italians. It's to say this graphic Italians. It's to say this graphic Italians. It's to say this graphic design is sloppy. My expectation is that

design is sloppy. My expectation is that design is sloppy. My expectation is that what you do behind the counter would what you do behind the counter would what you do behind the counter would also be sloppy. Now, is that fair? But also be sloppy. Now, is that fair? But also be sloppy. Now, is that fair? But maybe not. This isn't about what's fair. maybe not. This isn't about what's fair. maybe not. This isn't about what's fair. It's about what's actually happening. It's about what's actually happening. It's about what's actually happening. And we are all reading non-verbal cues And we are all reading non-verbal cues And we are all reading non-verbal cues and giving out non-verbal cues. It's and giving out non-verbal cues. It's and giving out non-verbal cues. It's happening all the time. And that's true happening all the time. And that's true happening all the time. And that's true about church, too. This gets to the about church, too. This gets to the about church, too. This gets to the third big idea. All churches practice third big idea. All churches practice third big idea. All churches practice perception design, but most are doing it perception design, but most are doing it perception design, but most are doing it unintentionally. So, we're going to do a unintentionally. So, we're going to do a unintentionally. So, we're going to do a little example here. Okay, we're gonna little example here. Okay, we're gonna little example here. Okay, we're gonna start with church A. I'm gonna describe start with church A. I'm gonna describe start with church A. I'm gonna describe church A. I will then proceed to church A. I will then proceed to church A. I will then proceed to describe church B. I will then have two describe church B. I will then have two describe church B. I will then have two questions for you and by extension the questions for you and by extension the questions for you and by extension the listeners, the viewers. Church A, they listeners, the viewers. Church A, they listeners, the viewers. Church A, they meet in a church building with stained meet in a church building with stained meet in a church building with stained glass windows. Their pastor dresses in a glass windows. Their pastor dresses in a glass windows. Their pastor dresses in a suit and tie and their sanctuary is suit and tie and their sanctuary is suit and tie and their sanctuary is seated with pews. It's church A. Church seated with pews. It's church A. Church seated with pews. It's church A. Church B. They meet in a rented middle school. B. They meet in a rented middle school. B. They meet in a rented middle school. Their pastor dresses casually and their Their pastor dresses casually and their Their pastor dresses casually and their worship center. That's right. They call worship center. That's right. They call worship center. That's right. They call it a worship center, not a sanctuary at it a worship center, not a sanctuary at it a worship center, not a sanctuary at this church. Sure. You know, they don't this church. Sure. You know, they don't this church. Sure. You know, they don't call the auditorium. I I had to go with call the auditorium. I I had to go with call the auditorium. I I had to go with one or the other. I just was like, is a one or the other. I just was like, is a one or the other. I just was like, is a is is a is a church that meets in a is is a is a church that meets in a is is a is a church that meets in a middle school going to call their area middle school going to call their area middle school going to call their area where worship takes place an auditorium?

where worship takes place an auditorium? where worship takes place an auditorium? Like, it might not be big enough to be Like, it might not be big enough to be Like, it might not be big enough to be an auditorium. So, when it's not big an auditorium. So, when it's not big an auditorium. So, when it's not big enough to be labeled an odd, what they enough to be labeled an odd, what they enough to be labeled an odd, what they don't call it is the sanctuary. Correct. don't call it is the sanctuary. Correct. don't call it is the sanctuary. Correct. And it's seated with chairs. Yes. So, And it's seated with chairs. Yes. So, And it's seated with chairs. Yes. So, now my two questions for you. Which of now my two questions for you. Which of now my two questions for you. Which of these churches has the older these churches has the older these churches has the older congregation and which of these churches congregation and which of these churches congregation and which of these churches is non-denominational? Yeah. I mean, is non-denominational? Yeah. I mean, is non-denominational? Yeah. I mean, from the pictures that you paint, right? from the pictures that you paint, right? from the pictures that you paint, right? And and this is the the point we're And and this is the the point we're And and this is the the point we're trying to get. From the pictures you trying to get. From the pictures you trying to get. From the pictures you paint of these two congregations, you paint of these two congregations, you paint of these two congregations, you kind of you get to make an informed kind of you get to make an informed kind of you get to make an informed um assumption, which is that the church um assumption, which is that the church um assumption, which is that the church A is probably the older congregation, A is probably the older congregation, A is probably the older congregation, maybe mainline, and church B is surely maybe mainline, and church B is surely maybe mainline, and church B is surely non-denominational because their pastor non-denominational because their pastor non-denominational because their pastor is is wearing um uh you know, baggy is is wearing um uh you know, baggy is is wearing um uh you know, baggy jeans and maybe a crop top. jeans and maybe a crop top. jeans and maybe a crop top. So again, like so those are some So again, like so those are some So again, like so those are some insinuations you're making that were not insinuations you're making that were not insinuations you're making that were not at all expressly right the worship at all expressly right the worship at all expressly right the worship center. They won't call it a sanctuary. center. They won't call it a sanctuary. center. They won't call it a sanctuary. Yeah. Yeah. Yeah. Pastor dresses casually. Alex reads crop Pastor dresses casually. Alex reads crop Pastor dresses casually. Alex reads crop top. Hey, I see some crazy things on top. Hey, I see some crazy things on top. Hey, I see some crazy things on Instagram reels nowadays in the church Instagram reels nowadays in the church Instagram reels nowadays in the church sphere. What's curious is that all six sphere. What's curious is that all six sphere. What's curious is that all six of the characteristics that I mentioned of the characteristics that I mentioned of the characteristics that I mentioned are strictly design or style related.

are strictly design or style related. are strictly design or style related. So, stained glass window pastors So, stained glass window pastors So, stained glass window pastors clothing the design of the worship clothing the design of the worship clothing the design of the worship center sanctuary. Odd. Yeah. Nothing to center sanctuary. Odd. Yeah. Nothing to center sanctuary. Odd. Yeah. Nothing to do with age, nothing to do with bent of do with age, nothing to do with bent of do with age, nothing to do with bent of theology. And this is kind of the point theology. And this is kind of the point theology. And this is kind of the point that I'm trying to make because I think that I'm trying to make because I think that I'm trying to make because I think this is one of the ideas that more this is one of the ideas that more this is one of the ideas that more churches are resistant to in the realm churches are resistant to in the realm churches are resistant to in the realm of creative ministry than other things. of creative ministry than other things. of creative ministry than other things. We hear the idea of like the practice of We hear the idea of like the practice of We hear the idea of like the practice of perception design and it's like ah I I perception design and it's like ah I I perception design and it's like ah I I kind of like cringe at that description. kind of like cringe at that description. kind of like cringe at that description. I I don't like that at all. That I I don't like that at all. That I I don't like that at all. That couldn't be me. I don't think I could couldn't be me. I don't think I could couldn't be me. I don't think I could get there. And yet when I lay out get there. And yet when I lay out get there. And yet when I lay out something like this, it is so something like this, it is so something like this, it is so indisputably clear to all of us which indisputably clear to all of us which indisputably clear to all of us which has the church that has the older has the church that has the older has the church that has the older congregation and which will be congregation and which will be congregation and which will be non-denominational. And that's because non-denominational. And that's because non-denominational. And that's because we are all practicing perception design we are all practicing perception design we are all practicing perception design at all times. Most of us are just doing at all times. Most of us are just doing at all times. Most of us are just doing it unintentionally. And I think women it unintentionally. And I think women it unintentionally. And I think women tend to get this easier than men. I tend to get this easier than men. I tend to get this easier than men. I think from a younger age, women think from a younger age, women think from a younger age, women understand the clothing that I wear understand the clothing that I wear understand the clothing that I wear communicates something. Okay? So you see communicates something. Okay? So you see communicates something. Okay? So you see this in like younger girls. My daughter this in like younger girls. My daughter this in like younger girls. My daughter is 10 years old. I did not need a is 10 years old. I did not need a is 10 years old. I did not need a daughter to notice this, but I see it in daughter to notice this, but I see it in daughter to notice this, but I see it in her. She's like, "Oh, I'm going to wear her. She's like, "Oh, I'm going to wear her. She's like, "Oh, I'm going to wear this because that's what my friends this because that's what my friends this because that's what my friends wear." So, that suggests like I am on wear." So, that suggests like I am on wear." So, that suggests like I am on trend. And that suggests something about trend. And that suggests something about trend. And that suggests something about me that then puts me into a group that I me that then puts me into a group that I me that then puts me into a group that I want. Now, interestingly, men do this want. Now, interestingly, men do this want. Now, interestingly, men do this just as much. It's just not a conscious just as much. It's just not a conscious just as much. It's just not a conscious thought for most of us. Like I'll meet thought for most of us. Like I'll meet thought for most of us. Like I'll meet with a pastor and let's say they're with a pastor and let's say they're with a pastor and let's say they're like, you know, in their mid-30s, 38-y like, you know, in their mid-30s, 38-y like, you know, in their mid-30s, 38-y old pastor, and we meet for lunch, we old pastor, and we meet for lunch, we old pastor, and we meet for lunch, we meet for dinner, whatever it is, and I

meet for dinner, whatever it is, and I meet for dinner, whatever it is, and I notice as like they come in to shake my notice as like they come in to shake my notice as like they come in to shake my hand and we're sharing a meal like he's hand and we're sharing a meal like he's hand and we're sharing a meal like he's got a crop top on. Sorry. Oh boy. got a crop top on. Sorry. Oh boy. got a crop top on. Sorry. Oh boy. Wow. You're the one derailing the Wow. You're the one derailing the Wow. You're the one derailing the episode today. episode today. episode today. Comes in skinny jeans, which is like a Comes in skinny jeans, which is like a Comes in skinny jeans, which is like a pretty bold fashion choice for a pretty bold fashion choice for a pretty bold fashion choice for a 38-year-old father to make. Yeah. And 38-year-old father to make. Yeah. And 38-year-old father to make. Yeah. And like I'm pretty pretty certain if I like I'm pretty pretty certain if I like I'm pretty pretty certain if I pressed this guy on this be like why why pressed this guy on this be like why why pressed this guy on this be like why why are you wearing like that's a bold are you wearing like that's a bold are you wearing like that's a bold choice in denim like why are you making choice in denim like why are you making choice in denim like why are you making this choice I I don't know like I just this choice I I don't know like I just this choice I I don't know like I just did you press him a bit more it would did you press him a bit more it would did you press him a bit more it would eventually come down to I think like I eventually come down to I think like I eventually come down to I think like I don't know like this is how guys my age don't know like this is how guys my age don't know like this is how guys my age dress okay great like now we're getting dress okay great like now we're getting dress okay great like now we're getting somewhere you are describing perception somewhere you are describing perception somewhere you are describing perception design because the last thing that you design because the last thing that you design because the last thing that you want is to wear something that would want is to wear something that would want is to wear something that would make a statement you want to blend in make a statement you want to blend in make a statement you want to blend in you want to be like one of the guys you you want to be like one of the guys you you want to be like one of the guys you this is how people my age dress. And this is how people my age dress. And this is how people my age dress. And there's a cringy millennial statement there's a cringy millennial statement there's a cringy millennial statement that I do think is very memorable and so that I do think is very memorable and so that I do think is very memorable and so I think is perfectly apt here which is I think is perfectly apt here which is I think is perfectly apt here which is your vibe attracts your tribe. That is your vibe attracts your tribe. That is your vibe attracts your tribe. That is the practice of perception design. It's the practice of perception design. It's the practice of perception design. It's the same reason why I can describe the same reason why I can describe the same reason why I can describe church A and church B and we can church A and church B and we can church A and church B and we can confidently s like say that this one is confidently s like say that this one is confidently s like say that this one is non-denominational and this has the non-denominational and this has the non-denominational and this has the older congregation because we are all older congregation because we are all older congregation because we are all picking up on these non-verbal cues. So picking up on these non-verbal cues. So picking up on these non-verbal cues. So then that gets to the question of if then that gets to the question of if then that gets to the question of if these are things that we're practicing these are things that we're practicing these are things that we're practicing unintentionally should we be practicing unintentionally should we be practicing unintentionally should we be practicing them intentionally right like is it them intentionally right like is it them intentionally right like is it manipulative right do we get to the manipulative right do we get to the manipulative right do we get to the point where if we are conscious about it point where if we are conscious about it point where if we are conscious about it now we're getting into the realm of now we're getting into the realm of now we're getting into the realm of manipulation and this is big idea number manipulation and this is big idea number manipulation and this is big idea number four because I I can also imagine having

four because I I can also imagine having four because I I can also imagine having a conversation with a pastor listening a conversation with a pastor listening a conversation with a pastor listening right now and they're saying like sure right now and they're saying like sure right now and they're saying like sure you know it's one thing if this is who I you know it's one thing if this is who I you know it's one thing if this is who I am and yeah I get it I'm convinced I'm am and yeah I get it I'm convinced I'm am and yeah I get it I'm convinced I'm communicating certain things in communicating certain things in communicating certain things in non-verbal ways non-verbal ways non-verbal ways the language that I use, the way that I the language that I use, the way that I the language that I use, the way that I dress, the way that our sanctuary is dress, the way that our sanctuary is dress, the way that our sanctuary is designed, the logo choice, the color. designed, the logo choice, the color. designed, the logo choice, the color. Yes, all these things are communicating Yes, all these things are communicating Yes, all these things are communicating something. But like I don't want to something. But like I don't want to something. But like I don't want to actually think about this consciously actually think about this consciously actually think about this consciously because if it happens by accident, because if it happens by accident, because if it happens by accident, great. If it happens by choice, now I'm great. If it happens by choice, now I'm great. If it happens by choice, now I'm getting into the realm of manipulation. getting into the realm of manipulation. getting into the realm of manipulation. I don't want to like shape something. I I don't want to like shape something. I I don't want to like shape something. I just want it to be what it is. This is just want it to be what it is. This is just want it to be what it is. This is my belief. If your church neglects this, my belief. If your church neglects this, my belief. If your church neglects this, we can get into some trouble because I we can get into some trouble because I we can get into some trouble because I think that it is your church's think that it is your church's think that it is your church's responsibility to work actively on responsibility to work actively on responsibility to work actively on perception design because it is the only perception design because it is the only perception design because it is the only way to honestly present yourself to the way to honestly present yourself to the way to honestly present yourself to the world. If you don't work on it actively, world. If you don't work on it actively, world. If you don't work on it actively, this is the truth. You'll still be this is the truth. You'll still be this is the truth. You'll still be working on it. You're just not going to working on it. You're just not going to working on it. You're just not going to be giving it your full effort. If you've be giving it your full effort. If you've be giving it your full effort. If you've listened to this episode, the glass has listened to this episode, the glass has listened to this episode, the glass has been broken. You're now aware that this been broken. You're now aware that this been broken. You're now aware that this exists. You can't pretend that you're exists. You can't pretend that you're exists. You can't pretend that you're not. And the result will be this. You not. And the result will be this. You not. And the result will be this. You leave the door open for people and your leave the door open for people and your leave the door open for people and your community at large to believe things community at large to believe things community at large to believe things about your church and the church that about your church and the church that about your church and the church that are not true. Yeah. None of this is are not true. Yeah. None of this is are not true. Yeah. None of this is being done for the purpose of vanity.

being done for the purpose of vanity. being done for the purpose of vanity. This is being done for the purpose of This is being done for the purpose of This is being done for the purpose of fulfillment of mission. If the way that fulfillment of mission. If the way that fulfillment of mission. If the way that you present yourself to the world is you present yourself to the world is you present yourself to the world is causing these hurdles or causing these causing these hurdles or causing these causing these hurdles or causing these rifts to exist between you and your rifts to exist between you and your rifts to exist between you and your audience, then what that means is you're audience, then what that means is you're audience, then what that means is you're purposely making it more difficult for purposely making it more difficult for purposely making it more difficult for people to get connected to church, people to get connected to church, people to get connected to church, right? And that's I think what we want right? And that's I think what we want right? And that's I think what we want to avoid. So this gets us into big idea to avoid. So this gets us into big idea to avoid. So this gets us into big idea number five, which is where we're going number five, which is where we're going number five, which is where we're going to spend the bulk of our time. Your to spend the bulk of our time. Your to spend the bulk of our time. Your church's branding foundation. Because I church's branding foundation. Because I church's branding foundation. Because I just said this is all about mission. just said this is all about mission. just said this is all about mission. It's all about vision. We talk about It's all about vision. We talk about It's all about vision. We talk about that all the time, right? like how many that all the time, right? like how many that all the time, right? like how many episodes like and you want to make a episodes like and you want to make a episodes like and you want to make a decision based in your values. How about decision based in your values. How about decision based in your values. How about we actually go through an exercise to we actually go through an exercise to we actually go through an exercise to establish these things? Because I I establish these things? Because I I establish these things? Because I I think maybe most churches do this, but think maybe most churches do this, but think maybe most churches do this, but if you told me I'm open to being wrong if you told me I'm open to being wrong if you told me I'm open to being wrong about this, like no, like yeah, I about this, like no, like yeah, I about this, like no, like yeah, I understand like it's an esoteric thing, understand like it's an esoteric thing, understand like it's an esoteric thing, but like I don't know if my church but like I don't know if my church but like I don't know if my church actually has those things written down actually has those things written down actually has those things written down and now we're of course introducing and now we're of course introducing and now we're of course introducing conflict into interdep departmental conflict into interdep departmental conflict into interdep departmental decisions because there's no actual decisions because there's no actual decisions because there's no actual compass or legend for making said compass or legend for making said compass or legend for making said decisions. These extend beyond creative decisions. These extend beyond creative decisions. These extend beyond creative ministry. We all know this. So, let's ministry. We all know this. So, let's ministry. We all know this. So, let's talk about purpose, mission, vision, and talk about purpose, mission, vision, and talk about purpose, mission, vision, and values. All right, we've actually got values. All right, we've actually got values. All right, we've actually got beyond branding. Now, this is like the beyond branding. Now, this is like the beyond branding. Now, this is like the foundation for the church. But you can't foundation for the church. But you can't foundation for the church. But you can't do branding without these things, right?

do branding without these things, right? do branding without these things, right? Any episode, I believe this is episode Any episode, I believe this is episode Any episode, I believe this is episode 840 of the ProChurch Tool Show. Anything 840 of the ProChurch Tool Show. Anything 840 of the ProChurch Tool Show. Anything we've ever talked about becomes a lot we've ever talked about becomes a lot we've ever talked about becomes a lot more difficult if you don't have these more difficult if you don't have these more difficult if you don't have these four things. So, what is each? We got to four things. So, what is each? We got to four things. So, what is each? We got to define what each is. Is there a define what each is. Is there a define what each is. Is there a distinction between mission and vision? distinction between mission and vision? distinction between mission and vision? Purpose is why we exist. And we're going Purpose is why we exist. And we're going Purpose is why we exist. And we're going to get to real examples for each. to get to real examples for each. to get to real examples for each. Purpose is why we exist. Mission is what Purpose is why we exist. Mission is what Purpose is why we exist. Mission is what we do. Vision is where we're going. And we do. Vision is where we're going. And we do. Vision is where we're going. And values is how we behave. So, let's get values is how we behave. So, let's get values is how we behave. So, let's get to examples of each. I've been talking to examples of each. I've been talking to examples of each. I've been talking for a long time. Anything you need to for a long time. Anything you need to for a long time. Anything you need to interject? No, it's all good. I I at interject? No, it's all good. I I at interject? No, it's all good. I I at this point, I think it's I think I hope this point, I think it's I think I hope this point, I think it's I think I hope it's abundantly clear that branding it's abundantly clear that branding it's abundantly clear that branding transcends design. Sometimes you know transcends design. Sometimes you know transcends design. Sometimes you know sometimes when we think about branding sometimes when we think about branding sometimes when we think about branding or brand and and we've done you've done or brand and and we've done you've done or brand and and we've done you've done a great job already of making a a great job already of making a a great job already of making a delineation between the two. What is a delineation between the two. What is a delineation between the two. What is a brand and what is branding? Uh brand is brand and what is branding? Uh brand is brand and what is branding? Uh brand is kind of a a feeling and and branding is kind of a a feeling and and branding is kind of a a feeling and and branding is basically how you evoke that feeling. basically how you evoke that feeling. basically how you evoke that feeling. But branding transcends design. The the But branding transcends design. The the But branding transcends design. The the module in ProChurch certified you know module in ProChurch certified you know module in ProChurch certified you know handles a lot of design. It's handles a lot of design. It's handles a lot of design. It's designheavy, but this conversation designheavy, but this conversation designheavy, but this conversation transcends that because we've made transcends that because we've made transcends that because we've made mention already about stained glass mention already about stained glass mention already about stained glass windows, about the language we use to windows, about the language we use to windows, about the language we use to talk about our building, about what we talk about our building, about what we talk about our building, about what we wear. And wear. And wear. And so we mentioned on last week's show that so we mentioned on last week's show that so we mentioned on last week's show that phrase, what goes um unnamed goes phrase, what goes um unnamed goes phrase, what goes um unnamed goes unnoticed. For us here, just to unearth unnoticed. For us here, just to unearth unnoticed. For us here, just to unearth that that you use the phrase to break that that you use the phrase to break that that you use the phrase to break the glass, like okay, we're all telling the glass, like okay, we're all telling the glass, like okay, we're all telling a story, whether implicitly or a story, whether implicitly or a story, whether implicitly or explicitly. We're all um um crafting,

explicitly. We're all um um crafting, explicitly. We're all um um crafting, curating a brand of not just our church, curating a brand of not just our church, curating a brand of not just our church, but you said it again, the church. And but you said it again, the church. And but you said it again, the church. And so, just to become aware of that, so, just to become aware of that, so, just to become aware of that, understand that it involves design, but understand that it involves design, but understand that it involves design, but it transcends design. And now, as we're it transcends design. And now, as we're it transcends design. And now, as we're going to get into it, it it ought to be going to get into it, it it ought to be going to get into it, it it ought to be linked to our our mission, our vision, linked to our our mission, our vision, linked to our our mission, our vision, our values. Um, I hope that that can our values. Um, I hope that that can our values. Um, I hope that that can help to to maybe build some bridges help to to maybe build some bridges help to to maybe build some bridges between this conversation and somebody between this conversation and somebody between this conversation and somebody whether it's a pastor or a volunteer who whether it's a pastor or a volunteer who whether it's a pastor or a volunteer who has been in the past resistant or has been in the past resistant or has been in the past resistant or hesitant to engage in like actively in hesitant to engage in like actively in hesitant to engage in like actively in perception um design. It's like, oh, perception um design. It's like, oh, perception um design. It's like, oh, okay, I see how this matters and how we okay, I see how this matters and how we okay, I see how this matters and how we can get there. So yeah, I I'm I'm can get there. So yeah, I I'm I'm can get there. So yeah, I I'm I'm shocked you're giving this this one away shocked you're giving this this one away shocked you're giving this this one away for free uh on the show and not just uh for free uh on the show and not just uh for free uh on the show and not just uh keeping it for certified, but I'm glad keeping it for certified, but I'm glad keeping it for certified, but I'm glad for all the churches that that are for all the churches that that are for all the churches that that are listening to the show and are going to listening to the show and are going to listening to the show and are going to get the real meat right now when we talk get the real meat right now when we talk get the real meat right now when we talk about purpose, mission, vision, and about purpose, mission, vision, and about purpose, mission, vision, and values. I think maybe as we're values. I think maybe as we're values. I think maybe as we're discussing this, one more thing that discussing this, one more thing that discussing this, one more thing that comes to mind comes to mind comes to mind is is is millennials and then Gen Z behind us and millennials and then Gen Z behind us and millennials and then Gen Z behind us and surely Gen Alpha behind are a lot more surely Gen Alpha behind are a lot more surely Gen Alpha behind are a lot more aware of this type of thing than I think aware of this type of thing than I think aware of this type of thing than I think previous generations are. a lot more previous generations are. a lot more previous generations are. a lot more into design. Yeah. A lot more a as it into design. Yeah. A lot more a as it into design. Yeah. A lot more a as it extends to all things. A lot more into extends to all things. A lot more into extends to all things. A lot more into creativity. And so this language is creativity. And so this language is creativity. And so this language is actually something that's becoming more actually something that's becoming more actually something that's becoming more fluent. What that means is the fluent. What that means is the fluent. What that means is the repercussions of ignoring it become repercussions of ignoring it become repercussions of ignoring it become greater. Yeah. Perhaps in previous eras greater. Yeah. Perhaps in previous eras greater. Yeah. Perhaps in previous eras where this wasn't as top of mind. It where this wasn't as top of mind. It where this wasn't as top of mind. It wasn't a language that was as frequently wasn't a language that was as frequently wasn't a language that was as frequently spoken um by an age group, by a demo.

spoken um by an age group, by a demo. spoken um by an age group, by a demo. Yeah, maybe you ignore it and it's less Yeah, maybe you ignore it and it's less Yeah, maybe you ignore it and it's less of a big deal. And so if you are a of a big deal. And so if you are a of a big deal. And so if you are a little bit older listening to this, if little bit older listening to this, if little bit older listening to this, if it sounds a bit foreign, perhaps that's it sounds a bit foreign, perhaps that's it sounds a bit foreign, perhaps that's because it does come a lot more because it does come a lot more because it does come a lot more naturally to younger generations. Yeah. naturally to younger generations. Yeah. naturally to younger generations. Yeah. To digital natives, right? We talk To digital natives, right? We talk To digital natives, right? We talk that's it's the ethos of the show, that's it's the ethos of the show, that's it's the ethos of the show, helping churches navigate the biggest helping churches navigate the biggest helping churches navigate the biggest communication shift in the last 500 communication shift in the last 500 communication shift in the last 500 years. And what's changed is the advent years. And what's changed is the advent years. And what's changed is the advent of the internet and certainly these of the internet and certainly these of the internet and certainly these little supercomputers we have in our little supercomputers we have in our little supercomputers we have in our pockets. You know, when I was in high pockets. You know, when I was in high pockets. You know, when I was in high school, I was part of a small group of school, I was part of a small group of school, I was part of a small group of people who belonged to this. It was people who belonged to this. It was people who belonged to this. It was called a specialist highsklls major called a specialist highsklls major called a specialist highsklls major program. It was for videography. So program. It was for videography. So program. It was for videography. So there was just a small group of us that there was just a small group of us that there was just a small group of us that like knew how to edit videos. No one like knew how to edit videos. No one like knew how to edit videos. No one else in the school knew how to edit else in the school knew how to edit else in the school knew how to edit videos. And now you fast forward, you videos. And now you fast forward, you videos. And now you fast forward, you know, 20 years and I've got my my niece know, 20 years and I've got my my niece know, 20 years and I've got my my niece and nephew. They're they're 15 and 14. and nephew. They're they're 15 and 14. and nephew. They're they're 15 and 14. And not only do they know, not only do And not only do they know, not only do And not only do they know, not only do they know, and all their friends know they know, and all their friends know they know, and all their friends know how to edit videos in some cases better how to edit videos in some cases better how to edit videos in some cases better than I do on their phones, but they know than I do on their phones, but they know than I do on their phones, but they know what aesthetic to employ, what what what aesthetic to employ, what what what aesthetic to employ, what what design elements to employ, what what design elements to employ, what what design elements to employ, what what aesthetic choices to make to cut through aesthetic choices to make to cut through aesthetic choices to make to cut through online to succeed. And so they have this online to succeed. And so they have this online to succeed. And so they have this design acumen that previous generations design acumen that previous generations design acumen that previous generations have never needed to have in that sense, have never needed to have in that sense, have never needed to have in that sense, but now they all have to have it if but now they all have to have it if but now they all have to have it if they're online. Um, so certainly for they're online. Um, so certainly for they're online. Um, so certainly for digital natives, you and I are just on digital natives, you and I are just on digital natives, you and I are just on the border being digital natives because the border being digital natives because the border being digital natives because you and I do remember a world before the you and I do remember a world before the you and I do remember a world before the smartphone. But, uh, Gen Z and certainly smartphone. But, uh, Gen Z and certainly smartphone. But, uh, Gen Z and certainly Gen Alpha do not and will not. They they Gen Alpha do not and will not. They they Gen Alpha do not and will not. They they just they won't. Um, aside from, you just they won't. Um, aside from, you just they won't. Um, aside from, you know, like Leight families who don't who know, like Leight families who don't who know, like Leight families who don't who don't give their kids phones, but they don't give their kids phones, but they don't give their kids phones, but they know that they're out there. Um, those know that they're out there. Um, those know that they're out there. Um, those are true digital natives. And I've are true digital natives. And I've are true digital natives. And I've noticed that that they have this this noticed that that they have this this noticed that that they have this this sense of design out of necessity because sense of design out of necessity because sense of design out of necessity because they're making creative choices online

they're making creative choices online they're making creative choices online every day that even you and I didn't every day that even you and I didn't every day that even you and I didn't have to make until recently. Right. have to make until recently. Right. have to make until recently. Right. Yeah. That design acumen. Yeah. So, so Yeah. That design acumen. Yeah. So, so Yeah. That design acumen. Yeah. So, so my wife sees cookies and more and oh, my wife sees cookies and more and oh, my wife sees cookies and more and oh, the design acumen here is like uh the design acumen here is like uh the design acumen here is like uh sloppy. Like interior design sloppy sloppy. Like interior design sloppy sloppy. Like interior design sloppy graphic design sloppy. Like building graphic design sloppy. Like building graphic design sloppy. Like building design sloppy. And and now you're design sloppy. And and now you're design sloppy. And and now you're telling me their donuts are like the telling me their donuts are like the telling me their donuts are like the best ever. Like that that seems best ever. Like that that seems best ever. Like that that seems inongruent. And that is the evaluation inongruent. And that is the evaluation inongruent. And that is the evaluation process that they go through. And then process that they go through. And then process that they go through. And then people even younger than us, they're I people even younger than us, they're I people even younger than us, they're I think that's a great example of your and think that's a great example of your and think that's a great example of your and and I was in that same boat as you in and I was in that same boat as you in and I was in that same boat as you in high school. Like I was like the guy high school. Like I was like the guy high school. Like I was like the guy that did video. Yeah. The only reason that did video. Yeah. The only reason that did video. Yeah. The only reason I'm here is because when I learned I'm here is because when I learned I'm here is because when I learned video, the entire city of Edmonton and video, the entire city of Edmonton and video, the entire city of Edmonton and all the churches were like, "Hey, that all the churches were like, "Hey, that all the churches were like, "Hey, that guy does video. Help us." Yes. Like that guy does video. Help us." Yes. Like that guy does video. Help us." Yes. Like that wouldn't exist in 2020. Like, "Yeah, we wouldn't exist in 2020. Like, "Yeah, we wouldn't exist in 2020. Like, "Yeah, we Hey, bro. We all can do this now." Yes. Hey, bro. We all can do this now." Yes. Hey, bro. We all can do this now." Yes. Yeah. So, how do we actually take these Yeah. So, how do we actually take these Yeah. So, how do we actually take these ideas and make them actionable rooted in ideas and make them actionable rooted in ideas and make them actionable rooted in purpose, mission, vision, and value? So purpose, mission, vision, and value? So purpose, mission, vision, and value? So what I did was like I wrote down some what I did was like I wrote down some what I did was like I wrote down some examples of what each could be for a examples of what each could be for a examples of what each could be for a hypothetical church. So let's start with hypothetical church. So let's start with hypothetical church. So let's start with purpose which again why we exist. Why we purpose which again why we exist. Why we purpose which again why we exist. Why we exist? exist? exist? We exist to glorify God by connecting We exist to glorify God by connecting We exist to glorify God by connecting people to Jesus Christ, fostering people to Jesus Christ, fostering people to Jesus Christ, fostering spiritual growth and serving our spiritual growth and serving our spiritual growth and serving our community with love and compassion. As community with love and compassion. As community with love and compassion. As you'll see with the first three, they're you'll see with the first three, they're you'll see with the first three, they're kind of stock for like what you would kind of stock for like what you would kind of stock for like what you would expect a church to say. Sure. Like any expect a church to say. Sure. Like any expect a church to say. Sure. Like any headline on a church's website. Yes.

headline on a church's website. Yes. headline on a church's website. Yes. Yes. Well, hopefully not a headline and Yes. Well, hopefully not a headline and Yes. Well, hopefully not a headline and we'll get to that in a bit. So that's we'll get to that in a bit. So that's we'll get to that in a bit. So that's purpose mission which is what we do. Our purpose mission which is what we do. Our purpose mission which is what we do. Our mission is to create a welcoming mission is to create a welcoming mission is to create a welcoming environment where individuals can environment where individuals can environment where individuals can encounter God, grow in their faith and encounter God, grow in their faith and encounter God, grow in their faith and engage in meaningful relationships engage in meaningful relationships engage in meaningful relationships through worship, disciplehip, outreach, through worship, disciplehip, outreach, through worship, disciplehip, outreach, and service. We strive to reflect and service. We strive to reflect and service. We strive to reflect Christ's love to our city and beyond. Christ's love to our city and beyond. Christ's love to our city and beyond. That's mission. Vision is where we're That's mission. Vision is where we're That's mission. Vision is where we're going. So here's the example. We going. So here's the example. We going. So here's the example. We envision our church as a vibrant Christc envision our church as a vibrant Christc envision our church as a vibrant Christc centered community where people from all centered community where people from all centered community where people from all ages and walks of life find hope, ages and walks of life find hope, ages and walks of life find hope, belonging, and purpose. Our goal is to belonging, and purpose. Our goal is to belonging, and purpose. Our goal is to be a hub of spiritual renewal, community be a hub of spiritual renewal, community be a hub of spiritual renewal, community transformation, and global impact transformation, and global impact transformation, and global impact through the power of the gospel. Now, through the power of the gospel. Now, through the power of the gospel. Now, for me, the purpose, mission, and for me, the purpose, mission, and for me, the purpose, mission, and vision, the difference between Alex's vision, the difference between Alex's vision, the difference between Alex's church and my church, my church, and church and my church, my church, and church and my church, my church, and your church, like those three are all your church, like those three are all your church, like those three are all going to be very, very similar because going to be very, very similar because going to be very, very similar because we are all churches, which means our we are all churches, which means our we are all churches, which means our biblical mandate, which is what biblical mandate, which is what biblical mandate, which is what expresses and motivates expresses and motivates expresses and motivates mission, vision, and purpose, is going mission, vision, and purpose, is going mission, vision, and purpose, is going to be all very similar. Like if I share to be all very similar. Like if I share to be all very similar. Like if I share this to Alex, Alex, do you want to be a this to Alex, Alex, do you want to be a this to Alex, Alex, do you want to be a hub of spiritual renewal? Check.

hub of spiritual renewal? Check. hub of spiritual renewal? Check. Community transformation, check. Global Community transformation, check. Global Community transformation, check. Global impact through the power of the gospel, impact through the power of the gospel, impact through the power of the gospel, check. Otherwise, you're basically being check. Otherwise, you're basically being check. Otherwise, you're basically being like, great commission, never heard of like, great commission, never heard of like, great commission, never heard of it. So, like, how do we go through this it. So, like, how do we go through this it. So, like, how do we go through this practice and be like, how does this help practice and be like, how does this help practice and be like, how does this help at all? Because once we've established at all? Because once we've established at all? Because once we've established those three, it's the values that become those three, it's the values that become those three, it's the values that become personal to your church. So, the way personal to your church. So, the way personal to your church. So, the way that I like to do this, we've gone that I like to do this, we've gone that I like to do this, we've gone through purpose, mission, vision. Now, through purpose, mission, vision. Now, through purpose, mission, vision. Now, we do values, is that I like to have we do values, is that I like to have we do values, is that I like to have three values, each short and memorable. three values, each short and memorable. three values, each short and memorable. Okay, here's the thing about purpose, Okay, here's the thing about purpose, Okay, here's the thing about purpose, mission, and vision. Those are going to mission, and vision. Those are going to mission, and vision. Those are going to be understood by the senior leadership be understood by the senior leadership be understood by the senior leadership of the church. Maybe not like memorized, of the church. Maybe not like memorized, of the church. Maybe not like memorized, but very well committed to memory, the but very well committed to memory, the but very well committed to memory, the broad ideas of purpose, mission, and broad ideas of purpose, mission, and broad ideas of purpose, mission, and vision. Okay, Alex pastor at his church. vision. Okay, Alex pastor at his church. vision. Okay, Alex pastor at his church. He is responsible for knowing these He is responsible for knowing these He is responsible for knowing these those things. Mhm. Let's say I serve at those things. Mhm. Let's say I serve at those things. Mhm. Let's say I serve at Alex's church. I'm just a volunteer. Alex's church. I'm just a volunteer. Alex's church. I'm just a volunteer. Those three things are not going to be Those three things are not going to be Those three things are not going to be top of mind for me. I am not responsible top of mind for me. I am not responsible top of mind for me. I am not responsible for those. What I'll be responsible for for those. What I'll be responsible for for those. What I'll be responsible for is understanding the values of the is understanding the values of the is understanding the values of the church. And the only way for the values church. And the only way for the values church. And the only way for the values to be understood and committed to to be understood and committed to to be understood and committed to memory, not just by those that memory, not just by those that memory, not just by those that volunteer, but from those that attend volunteer, but from those that attend volunteer, but from those that attend church. Because your values should be church. Because your values should be church. Because your values should be said from stage again and again and said from stage again and again and said from stage again and again and again a thousand times until everybody again a thousand times until everybody again a thousand times until everybody knows this these are our values. That is knows this these are our values. That is knows this these are our values. That is how you build culture. So senior how you build culture. So senior how you build culture. So senior leadership basically has the edict from leadership basically has the edict from leadership basically has the edict from scripture on what we are as a church, scripture on what we are as a church, scripture on what we are as a church, our organization, our institution, our our organization, our institution, our our organization, our institution, our reason for existence is this. And then reason for existence is this. And then reason for existence is this. And then it's how do we do it? And how Alex's it's how do we do it? And how Alex's it's how do we do it? And how Alex's church does it will be different from church does it will be different from church does it will be different from how my church does it, which will be

how my church does it, which will be how my church does it, which will be different from how your church does it. different from how your church does it. different from how your church does it. And that's the entire point because And that's the entire point because And that's the entire point because Alex's DNA and personality and that of Alex's DNA and personality and that of Alex's DNA and personality and that of the rest of the leadership of his church the rest of the leadership of his church the rest of the leadership of his church will be distinct from mine, will be will be distinct from mine, will be will be distinct from mine, will be distinct from yours. And that is a good distinct from yours. And that is a good distinct from yours. And that is a good thing. M what would not be good if Alex thing. M what would not be good if Alex thing. M what would not be good if Alex had said community renewal get it out of had said community renewal get it out of had said community renewal get it out of here we don't care about it okay that's here we don't care about it okay that's here we don't care about it okay that's probably an incomplete expression of probably an incomplete expression of probably an incomplete expression of what scripture calls the church to be so what scripture calls the church to be so what scripture calls the church to be so how do we actually create values I like how do we actually create values I like how do we actually create values I like three of them I like them to be two three of them I like them to be two three of them I like them to be two words each they need to be short and words each they need to be short and words each they need to be short and memorable and each one needs to begin memorable and each one needs to begin memorable and each one needs to begin with a verb it's a lot of parameters so with a verb it's a lot of parameters so with a verb it's a lot of parameters so let's but not all the same letter you're let's but not all the same letter you're let's but not all the same letter you're you're leaving a literation look I mean you're leaving a literation look I mean you're leaving a literation look I mean at a certain point there's too many at a certain point there's too many at a certain point there's too many constraints so let's talk about some constraints so let's talk about some constraints so let's talk about some real examples of this and I guess one real examples of this and I guess one real examples of this and I guess one more parameter Values are dictating how more parameter Values are dictating how more parameter Values are dictating how you behave. Yes. Not what you do, but you behave. Yes. Not what you do, but you behave. Yes. Not what you do, but more how you do it. So, this comes from more how you do it. So, this comes from more how you do it. So, this comes from Kensington Church. They shared our uh Kensington Church. They shared our uh Kensington Church. They shared our uh their brand guide with me and were open their brand guide with me and were open their brand guide with me and were open to me sharing this with them. Sharing to me sharing this with them. Sharing to me sharing this with them. Sharing this with all of you. There are three this with all of you. There are three this with all of you. There are three values. Show up, jump in, move out. How values. Show up, jump in, move out. How values. Show up, jump in, move out. How you going to forget that? And you can you going to forget that? And you can you going to forget that? And you can say that again and again. Yeah. Next say that again and again. Yeah. Next say that again and again. Yeah. Next one. This is from Harvest Church. Lift one. This is from Harvest Church. Lift one. This is from Harvest Church. Lift up. Hold high. Love well. Good stuff.

up. Hold high. Love well. Good stuff. up. Hold high. Love well. Good stuff. And then this one from Christ our And then this one from Christ our And then this one from Christ our refuge. Know Christ, love people, serve refuge. Know Christ, love people, serve refuge. Know Christ, love people, serve our city. Psych. That was a our city. Psych. That was a our city. Psych. That was a trick. Let's look at it again. Okay. trick. Let's look at it again. Okay. trick. Let's look at it again. Okay. Know Christ, love people, serve our Know Christ, love people, serve our Know Christ, love people, serve our city. Three punchy statements. Okay. city. Three punchy statements. Okay. city. Three punchy statements. Okay. Check. Each one starts with a verb. Easy Check. Each one starts with a verb. Easy Check. Each one starts with a verb. Easy to remember. Must be values. No. No. And to remember. Must be values. No. No. And to remember. Must be values. No. No. And it's really important that we understand it's really important that we understand it's really important that we understand the distinction between these two the distinction between these two the distinction between these two because know Christ, love people, serve because know Christ, love people, serve because know Christ, love people, serve our city. What is that? That's actually our city. What is that? That's actually our city. What is that? That's actually mission. That's what we do. Jump in, mission. That's what we do. Jump in, mission. That's what we do. Jump in, move out, show up. That's how we do it, move out, show up. That's how we do it, move out, show up. That's how we do it, right? And the values, they exist right? And the values, they exist right? And the values, they exist because they define how we behave. One because they define how we behave. One because they define how we behave. One more critical point on this. And if more critical point on this. And if more critical point on this. And if you're a little bit like, oh, this is you're a little bit like, oh, this is you're a little bit like, oh, this is this is kind of hard to track. This is a this is kind of hard to track. This is a this is kind of hard to track. This is a little bit messy. It's kind of the point little bit messy. It's kind of the point little bit messy. It's kind of the point like the purpose, mission, and vision. like the purpose, mission, and vision. like the purpose, mission, and vision. It's kind of like you establish it once It's kind of like you establish it once It's kind of like you establish it once and you don't really need to like talk and you don't really need to like talk and you don't really need to like talk about it all the time. It's the values about it all the time. It's the values about it all the time. It's the values that you talk about again and again and that you talk about again and again and that you talk about again and again and again. You just want to get the values again. You just want to get the values again. You just want to get the values right the first time. Otherwise, they're right the first time. Otherwise, they're right the first time. Otherwise, they're going to be so intertwined with going to be so intertwined with going to be so intertwined with something like purpose, mission, or something like purpose, mission, or something like purpose, mission, or vision that it will become so complex vision that it will become so complex vision that it will become so complex and conflated that you won't be able to and conflated that you won't be able to and conflated that you won't be able to use values emphatically. And that's how use values emphatically. And that's how use values emphatically. And that's how we're going to kind of close this out.

we're going to kind of close this out. we're going to kind of close this out. Values once they are established should Values once they are established should Values once they are established should be the anchor for everything that your be the anchor for everything that your be the anchor for everything that your church does. So, I kind of did this church does. So, I kind of did this church does. So, I kind of did this hypothetically for a church that I would hypothetically for a church that I would hypothetically for a church that I would want to lead. Okay? So, if Brady's want to lead. Okay? So, if Brady's want to lead. Okay? So, if Brady's leading a church, what are the three leading a church, what are the three leading a church, what are the three values? Because I would have the same values? Because I would have the same values? Because I would have the same purpose, mission, and vision. Yes, I purpose, mission, and vision. Yes, I purpose, mission, and vision. Yes, I care about the three great commission. care about the three great commission. care about the three great commission. I'm on board. My values number one would I'm on board. My values number one would I'm on board. My values number one would be believe big. Number two would be be believe big. Number two would be be believe big. Number two would be stick around. And number three would be stick around. And number three would be stick around. And number three would be make moments. Those would be my three make moments. Those would be my three make moments. Those would be my three churches values. I mean, you got me. And churches values. I mean, you got me. And churches values. I mean, you got me. And they are expressions of who I am as a they are expressions of who I am as a they are expressions of who I am as a person. They're in fact actually all person. They're in fact actually all person. They're in fact actually all related to the actual values that I have related to the actual values that I have related to the actual values that I have at this organization. Cuz while I don't at this organization. Cuz while I don't at this organization. Cuz while I don't lead a church, I do lead this lead a church, I do lead this lead a church, I do lead this organization of many dozens. So believe organization of many dozens. So believe organization of many dozens. So believe big is just the church version of big is just the church version of big is just the church version of calculated delusion which is like yeah calculated delusion which is like yeah calculated delusion which is like yeah we want to accomplish great things and a we want to accomplish great things and a we want to accomplish great things and a lot of the times we're going to come to lot of the times we're going to come to lot of the times we're going to come to the drawing board and we're going to the drawing board and we're going to the drawing board and we're going to look at budget and we're going to look look at budget and we're going to look look at budget and we're going to look at the realities of our church and we're at the realities of our church and we're at the realities of our church and we're going to look at what's available to us. going to look at what's available to us. going to look at what's available to us. We're going to look at what's working We're going to look at what's working We're going to look at what's working against us and it would be really easy against us and it would be really easy against us and it would be really easy to say unlikely. But we need to come to to say unlikely. But we need to come to to say unlikely. But we need to come to the table and say hey we have to believe the table and say hey we have to believe the table and say hey we have to believe in possibility. We have to believe that in possibility. We have to believe that in possibility. We have to believe that like we can make this happen. It doesn't like we can make this happen. It doesn't like we can make this happen. It doesn't matter what our constraints are. It's matter what our constraints are. It's matter what our constraints are. It's our belief that needs to be the constant our belief that needs to be the constant our belief that needs to be the constant and then we'll work with whatever's in and then we'll work with whatever's in and then we'll work with whatever's in front of us. Believe big. Stick around.

front of us. Believe big. Stick around. front of us. Believe big. Stick around. That is my undying, unwavering That is my undying, unwavering That is my undying, unwavering commitment to longevity. Longevity in commitment to longevity. Longevity in commitment to longevity. Longevity in relationships, longevity in service. And relationships, longevity in service. And relationships, longevity in service. And so, if we're going to be a church, hey, so, if we're going to be a church, hey, so, if we're going to be a church, hey, we're going to stick around. That's what we're going to stick around. That's what we're going to stick around. That's what we do at this church. And then finally, we do at this church. And then finally, we do at this church. And then finally, make moments. As someone that is so make moments. As someone that is so make moments. As someone that is so committed to process and like doing the committed to process and like doing the committed to process and like doing the right little things every day, right little things every day, right little things every day, what I have found so strange in my life what I have found so strange in my life what I have found so strange in my life is like a few brief moments that have is like a few brief moments that have is like a few brief moments that have forever altered the trajectory of where forever altered the trajectory of where forever altered the trajectory of where I'm going. Yeah. As someone that's like I'm going. Yeah. As someone that's like I'm going. Yeah. As someone that's like compound this, compound that, little compound this, compound that, little compound this, compound that, little bit, little bit, little bit, and then bit, little bit, little bit, and then bit, little bit, little bit, and then like there's a moment with Jesus and like there's a moment with Jesus and like there's a moment with Jesus and nothing is ever the same in the best nothing is ever the same in the best nothing is ever the same in the best ways. And so I care about things like in ways. And so I care about things like in ways. And so I care about things like in my own life like pageantry and like my own life like pageantry and like my own life like pageantry and like making moments and like these big things making moments and like these big things making moments and like these big things and ceremony because I believe when you and ceremony because I believe when you and ceremony because I believe when you make a moment it can become a memory and make a moment it can become a memory and make a moment it can become a memory and then that memory becomes something that then that memory becomes something that then that memory becomes something that affects you in the future when you look affects you in the future when you look affects you in the future when you look back but in the moment it can also like back but in the moment it can also like back but in the moment it can also like change the direction that you're going. change the direction that you're going. change the direction that you're going. Yeah. And so like those are all unique Yeah. And so like those are all unique Yeah. And so like those are all unique to me and they mean something to me. So to me and they mean something to me. So to me and they mean something to me. So let's say I established all those in my let's say I established all those in my let's say I established all those in my hypothetical church. Believe big. Stick hypothetical church. Believe big. Stick hypothetical church. Believe big. Stick around. Make moments. Now, when we get around. Make moments. Now, when we get around. Make moments. Now, when we get into something like logo design, we get into something like logo design, we get into something like logo design, we get into something like color, we get into into something like color, we get into into something like color, we get into something like typography, I'm going to something like typography, I'm going to something like typography, I'm going to make sure that every choice we make is make sure that every choice we make is make sure that every choice we make is in some way anchored to one of those in some way anchored to one of those in some way anchored to one of those values. So, if we were going to, let's values. So, if we were going to, let's values. So, if we were going to, let's say, design a logo, maybe I could anchor say, design a logo, maybe I could anchor say, design a logo, maybe I could anchor that logo to the value of stick around.

that logo to the value of stick around. that logo to the value of stick around. Okay, we care about being rooted in this Okay, we care about being rooted in this Okay, we care about being rooted in this city. What is something in this city city. What is something in this city city. What is something in this city that is a constant? And I'd actually that is a constant? And I'd actually that is a constant? And I'd actually like worked through this as a like worked through this as a like worked through this as a hypothetical church in the whole hypothetical church in the whole hypothetical church in the whole certified module. I actually created certified module. I actually created certified module. I actually created this whole fake church. It was a whole this whole fake church. It was a whole this whole fake church. It was a whole big thing. What was it called? I can't big thing. What was it called? I can't big thing. What was it called? I can't tell you. But what I will tell you is tell you. But what I will tell you is tell you. But what I will tell you is where that's behind the payw wall. where that's behind the payw wall. where that's behind the payw wall. That's behind the pay wall. So I'm That's behind the pay wall. So I'm That's behind the pay wall. So I'm trying to figure out like how much do I trying to figure out like how much do I trying to figure out like how much do I What I will tell you is this church was What I will tell you is this church was What I will tell you is this church was located in Palm Springs. This located in Palm Springs. This located in Palm Springs. This hypothetical church and I'd spent some hypothetical church and I'd spent some hypothetical church and I'd spent some time in Palm Springs and what I had done time in Palm Springs and what I had done time in Palm Springs and what I had done was I had taken some photos of the was I had taken some photos of the was I had taken some photos of the landscape and there's this certain landscape and there's this certain landscape and there's this certain You're gonna love this. You're there's a You're gonna love this. You're there's a You're gonna love this. You're there's a certain species of palm that is native certain species of palm that is native certain species of palm that is native to Palm Springs. I'm all the way in. And to Palm Springs. I'm all the way in. And to Palm Springs. I'm all the way in. And that my house is the for sale signs up. that my house is the for sale signs up. that my house is the for sale signs up. I'm moving. It's the California fan palm I'm moving. It's the California fan palm I'm moving. It's the California fan palm tree. It is the only Is that the tree. It is the only Is that the tree. It is the only Is that the ridiculous one that uh Britney posted a ridiculous one that uh Britney posted a ridiculous one that uh Britney posted a picture of where like underneath the picture of where like underneath the picture of where like underneath the green palms was like this big mass of green palms was like this big mass of green palms was like this big mass of like was it dead palms? Yeah. Yeah. And like was it dead palms? Yeah. Yeah. And like was it dead palms? Yeah. Yeah. And that's how that's how they trim it. that's how that's how they trim it. that's how that's how they trim it. Yeah. Exactly. So, interestingly, that's Yeah. Exactly. So, interestingly, that's Yeah. Exactly. So, interestingly, that's actually the only palm species native to actually the only palm species native to actually the only palm species native to the western United States. The only one. the western United States. The only one. the western United States. The only one. All the rest are foreign. Yeah. Imports.

All the rest are foreign. Yeah. Imports. All the rest are foreign. Yeah. Imports. That's the one. So, what I did was I That's the one. So, what I did was I That's the one. So, what I did was I took a photo of that and then I took a photo of that and then I took a photo of that and then I extracted colors from it. And we're extracted colors from it. And we're extracted colors from it. And we're actually going to do an entire YouTube actually going to do an entire YouTube actually going to do an entire YouTube video on color extraction from video on color extraction from video on color extraction from photography. And then that color palette photography. And then that color palette photography. And then that color palette became the palette for the church. became the palette for the church. became the palette for the church. That's so good. So, it's like our value That's so good. So, it's like our value That's so good. So, it's like our value is stick around. The color palette for is stick around. The color palette for is stick around. The color palette for our church's branding came from the only our church's branding came from the only our church's branding came from the only palm tree that is native to this region palm tree that is native to this region palm tree that is native to this region in a transient area where people have in a transient area where people have in a transient area where people have retirement homes, they come and go. It's retirement homes, they come and go. It's retirement homes, they come and go. It's one of those places where like you grow one of those places where like you grow one of those places where like you grow up and then you leave. But not us. We're up and then you leave. But not us. We're up and then you leave. But not us. We're a church that sticks around. That's a a church that sticks around. That's a a church that sticks around. That's a value. Now you can see it in color. value. Now you can see it in color. value. Now you can see it in color. Chills. No, it's so good. We recently Chills. No, it's so good. We recently Chills. No, it's so good. We recently did that with our brand, Mark. So, um I did that with our brand, Mark. So, um I did that with our brand, Mark. So, um I had been pondering for years about the had been pondering for years about the had been pondering for years about the rural nature of our church. Um we're rural nature of our church. Um we're rural nature of our church. Um we're very rural church and that that presents very rural church and that that presents very rural church and that that presents um uh certain blessings and certain um uh certain blessings and certain um uh certain blessings and certain woes. And uh I've been wrestling through woes. And uh I've been wrestling through woes. And uh I've been wrestling through the wos lately. And I was doing a the wos lately. And I was doing a the wos lately. And I was doing a brandmark redesign and I was like, "Oh, brandmark redesign and I was like, "Oh, brandmark redesign and I was like, "Oh, and our our church practice, our worship and our our church practice, our worship and our our church practice, our worship practice is centered around the practice is centered around the practice is centered around the communion table. We meet at communion communion table. We meet at communion communion table. We meet at communion every week." Um, the the image of the every week." Um, the the image of the every week." Um, the the image of the bread and and the blood is just central bread and and the blood is just central bread and and the blood is just central to our worship. And so, uh, our to our worship. And so, uh, our to our worship. And so, uh, our brandmark is like this this riff on a brandmark is like this this riff on a brandmark is like this this riff on a head of wheat now because it identifies head of wheat now because it identifies head of wheat now because it identifies us as a rural ag where we are planted us as a rural ag where we are planted us as a rural ag where we are planted um, rooted um, again another agrarian um, rooted um, again another agrarian um, rooted um, again another agrarian metaphor, but like among there are metaphor, but like among there are metaphor, but like among there are farmers who belong to our community.

farmers who belong to our community. farmers who belong to our community. There are wheat fields all around. We There are wheat fields all around. We There are wheat fields all around. We have a field in our backyard. It's like have a field in our backyard. It's like have a field in our backyard. It's like this is what our our geography looks this is what our our geography looks this is what our our geography looks like. And then as far as our the center like. And then as far as our the center like. And then as far as our the center of our worship, well, it's it's the of our worship, well, it's it's the of our worship, well, it's it's the bread and and blood. And so that's in bread and and blood. And so that's in bread and and blood. And so that's in the center of the brandmark. How this the center of the brandmark. How this the center of the brandmark. How this works out is because when it comes to works out is because when it comes to works out is because when it comes to churches and intentionally engaging in churches and intentionally engaging in churches and intentionally engaging in perception design, one of the perception design, one of the perception design, one of the hesitencies that I hear is like uh or hesitencies that I hear is like uh or hesitencies that I hear is like uh or even one of the errors I see churches even one of the errors I see churches even one of the errors I see churches make is they they lean so hard into make is they they lean so hard into make is they they lean so hard into perception design that they portray perception design that they portray perception design that they portray something about themselves that is something about themselves that is something about themselves that is untrue because they know that people are untrue because they know that people are untrue because they know that people are looking. They want people to come to looking. They want people to come to looking. They want people to come to church which is like which is good, church which is like which is good, church which is like which is good, right? And so you end up kind of right? And so you end up kind of right? And so you end up kind of presenting this facade, especially presenting this facade, especially presenting this facade, especially online. And then when people come and online. And then when people come and online. And then when people come and show up and we're like, hold on, like show up and we're like, hold on, like show up and we're like, hold on, like this is not what your website looks like this is not what your website looks like this is not what your website looks like or this is not what your Instagram or this is not what your Instagram or this is not what your Instagram account looks like. So I'm feeling a account looks like. So I'm feeling a account looks like. So I'm feeling a little disoriented. When you back that little disoriented. When you back that little disoriented. When you back that up a few steps and start from values up a few steps and start from values up a few steps and start from values first of all, when you're repeating first of all, when you're repeating first of all, when you're repeating these these values from stage, it's in these these values from stage, it's in these these values from stage, it's in your language. Your community um begins your language. Your community um begins your language. Your community um begins to take shape uh under that culture. So to take shape uh under that culture. So to take shape uh under that culture. So your community begin and your culture your community begin and your culture your community begin and your culture begins to form to those values. And then begins to form to those values. And then begins to form to those values. And then when you make design choices, whether when you make design choices, whether when you make design choices, whether it's on on your website or your your it's on on your website or your your it's on on your website or your your brandmark or your Instagram account from brandmark or your Instagram account from brandmark or your Instagram account from those values, then when somebody sees those values, then when somebody sees those values, then when somebody sees that and it attracts them, they come to that and it attracts them, they come to that and it attracts them, they come to your space and your community has been your space and your community has been your space and your community has been shaped in this culture and now all of a shaped in this culture and now all of a shaped in this culture and now all of a sudden it's congruent. It's true because sudden it's congruent. It's true because sudden it's congruent. It's true because you started from a place of values, not you started from a place of values, not you started from a place of values, not from like, oh, what's something cool we from like, oh, what's something cool we from like, oh, what's something cool we can do with our our brand mark this can do with our our brand mark this can do with our our brand mark this year? And that's the word you said it.

year? And that's the word you said it. year? And that's the word you said it. It's congruency. And how many times have It's congruency. And how many times have It's congruency. And how many times have we mentioned that on the show? Like we mentioned that on the show? Like we mentioned that on the show? Like here's how to actually express that. We here's how to actually express that. We here's how to actually express that. We just talked about doing it in visual just talked about doing it in visual just talked about doing it in visual branding, but once those values are branding, but once those values are branding, but once those values are established and because you're stand established and because you're stand established and because you're stand saying them from stage so many times, saying them from stage so many times, saying them from stage so many times, because you're repeating them to your because you're repeating them to your because you're repeating them to your team so many times, everybody knows team so many times, everybody knows team so many times, everybody knows them. And then that becomes the way that them. And then that becomes the way that them. And then that becomes the way that we behave and we all understand why we we behave and we all understand why we we behave and we all understand why we do it and nobody gets like upset when do it and nobody gets like upset when do it and nobody gets like upset when somebody like suggests that we stick to somebody like suggests that we stick to somebody like suggests that we stick to the values because like yeah, that's who the values because like yeah, that's who the values because like yeah, that's who we are. That's how we behave. Now you're we are. That's how we behave. Now you're we are. That's how we behave. Now you're building culture. And so you can see how building culture. And so you can see how building culture. And so you can see how this isn't just about branding, but how this isn't just about branding, but how this isn't just about branding, but how you can't really do branding without it. you can't really do branding without it. you can't really do branding without it. When you work backwards now, you have a When you work backwards now, you have a When you work backwards now, you have a very very strong foundation so that very very strong foundation so that very very strong foundation so that let's say I'm the lead pastor of this let's say I'm the lead pastor of this let's say I'm the lead pastor of this hypothetical church and I'm saying to my hypothetical church and I'm saying to my hypothetical church and I'm saying to my worship team like, "Hey, I know like worship team like, "Hey, I know like worship team like, "Hey, I know like you're really like tired and you've you're really like tired and you've you're really like tired and you've given everything at the end of a Sunday, given everything at the end of a Sunday, given everything at the end of a Sunday, but hey, I really want to encourage you. but hey, I really want to encourage you. but hey, I really want to encourage you. Stick around. You know, that's all Stick around. You know, that's all Stick around. You know, that's all right. Stick around in the lobby and go right. Stick around in the lobby and go right. Stick around in the lobby and go make a moment with someone. Just like make a moment with someone. Just like make a moment with someone. Just like just focus every I'm going to make one just focus every I'm going to make one just focus every I'm going to make one moment with somebody because that will moment with somebody because that will moment with somebody because that will mean something to them and that is how mean something to them and that is how mean something to them and that is how we like build something special here we like build something special here we like build something special here week after week." and and and I'm not week after week." and and and I'm not week after week." and and and I'm not just like coming up with something just like coming up with something just like coming up with something random, but I'm like this is who we are.

random, but I'm like this is who we are. random, but I'm like this is who we are. It's who we're always going to be. And It's who we're always going to be. And It's who we're always going to be. And that's because it has been informed by that's because it has been informed by that's because it has been informed by the uniqueness of our church, where the uniqueness of our church, where the uniqueness of our church, where we're located, the leadership, and the we're located, the leadership, and the we're located, the leadership, and the biblical mandate all coming together biblical mandate all coming together biblical mandate all coming together into something special. Just as a recap, into something special. Just as a recap, into something special. Just as a recap, we talked about the simplest way to we talked about the simplest way to we talked about the simplest way to understand branding. We talked about understand branding. We talked about understand branding. We talked about brand versus branding. Brand being a brand versus branding. Brand being a brand versus branding. Brand being a person's gut feeling about your church. person's gut feeling about your church. person's gut feeling about your church. Branding being the practice of Branding being the practice of Branding being the practice of perception design. We talked about all perception design. We talked about all perception design. We talked about all churches being in the habit of churches being in the habit of churches being in the habit of practicing perception design, perhaps practicing perception design, perhaps practicing perception design, perhaps just not knowing they're doing it just not knowing they're doing it just not knowing they're doing it intentionally. We then tackled, okay, if intentionally. We then tackled, okay, if intentionally. We then tackled, okay, if we do start doing it intentionally, is we do start doing it intentionally, is we do start doing it intentionally, is it manipulative? No. In fact, it's the it manipulative? No. In fact, it's the it manipulative? No. In fact, it's the most important thing that you can do to most important thing that you can do to most important thing that you can do to ensure that your church is perceived in ensure that your church is perceived in ensure that your church is perceived in an honest way by your community and an honest way by your community and an honest way by your community and people that are evaluating your church people that are evaluating your church people that are evaluating your church or people that aren't evaluating your or people that aren't evaluating your or people that aren't evaluating your church but are just seeing it from afar church but are just seeing it from afar church but are just seeing it from afar and the global church and the role that and the global church and the role that and the global church and the role that you play in that. And then we talked you play in that. And then we talked you play in that. And then we talked about your church's branding foundation, about your church's branding foundation, about your church's branding foundation, which is purpose, mission, vision, which is purpose, mission, vision, which is purpose, mission, vision, values, purpose, why we exist, mission, values, purpose, why we exist, mission, values, purpose, why we exist, mission, what we do, vision, where we're going, what we do, vision, where we're going, what we do, vision, where we're going, and values, how we behave. Purpose, and values, how we behave. Purpose, and values, how we behave. Purpose, mission, and vision. It's the same for mission, and vision. It's the same for mission, and vision. It's the same for Alex's church, for my church, for your Alex's church, for my church, for your Alex's church, for my church, for your church. Values, that's where we get to church. Values, that's where we get to church. Values, that's where we get to have some fun. And you take your DNA and have some fun. And you take your DNA and have some fun. And you take your DNA and express it in unique ways. How do you express it in unique ways. How do you express it in unique ways. How do you want to bring heaven to earth in ways want to bring heaven to earth in ways want to bring heaven to earth in ways that only your church can? And then use that only your church can? And then use that only your church can? And then use those three values to establish culture those three values to establish culture those three values to establish culture and do something really, really special and do something really, really special and do something really, really special in the world. You know what's really, in the world. You know what's really, in the world. You know what's really, really special? having you as a really special? having you as a really special? having you as a listener, having you as a host. Wow.

listener, having you as a host. Wow. listener, having you as a host. Wow. We'll talk to you next Wednesday. All We'll talk to you next Wednesday. All We'll talk to you next Wednesday. All right. Um All right. Well, hey there. Welcome Um All right. Well, hey there. Welcome to the show.