PROVINCE BASED MINISTERS CONFERENCE 2017. Theme: CHURCH GROWTH: Same Vision, New Approach TOPIC: Promoting The RCCG Corporate Brand Pastor Remi Morgan (PICP, LP 35)
PROMOTING THE RCCG CORPORATE BRAND Matthew 16:13-17 When Jesus came into the coasts of Caesarea Philippi, he asked his disciples, saying, Whom do men say that I the Son of man am? 14 And they said, Some say that thou art John the Baptist: some, Elias; and others, Jeremias, or one of the prophets. 15 He saith unto them, But whom say ye that I am? 16 And Simon Peter answered and said, Thou art the Christ, the Son of the living God. 17 And Jesus answered and said unto him, Blessed art thou, Simon Barjona: for flesh and blood hath not revealed it unto thee, but my Father which is in heaven. Jesus wanted to know what did men and disciples think about Him. He wanted to understand their perceptions. 2
1. INTRODUCTION When we hear the word Brand many images come to mind such as name, logo, reputation etc. Brand is what your prospect thinks of when he or she hears your brand name. It is everything the public thinks it knows about your name brand offering both factual (e.g. It comes in a robin s-eggblue box), and emotional (e.g. It s romantic). Your brand name exists objectively; people can see it. It is fixed. Your brand exists only in someone s mind (Jerry McLaughlin). 3
2. DEFINITION OF TERMS PROMOTE further the progress of (something, especially a cause, venture, or aim); support or actively encourage. to help or encourage to exist or flourish CORPORATE relating to a corporation, especially a large company or group 4
BRANDING Process involved in creating a unique name and image for a product or organisation in the consumers' mind, mainly through advertising campaigns with a consistent theme. The idea or image of a specific product or service that consumers connect with, by identifying the name, logo, slogan, or design of the company who owns the idea or image. Chris Collins defined a Brand has the way people see you in the moment and remember you forever. 5
There is a physical tangible aspect of a brand and there is also the intangible. It is an often-repeated phrase that perception trumps reality. If this statement is true, then it behooves us as leaders in the RCCG to be mindful not just of how we present ourselves but how we are perceived by the outside world. This is even more important in a world where information travels so fast. 6
3.WHAT IS THE RCCG BRAND? As we consider our subject it is important that we recognize that there is a difference between branding and labeling. According to Chris Collins Getting labeled means you ve lost control; people are defining your brand behind your back in ways that would make you cringe, and your potential for maximizing profits is being flushed down the toilet. Though the bit about profits doesn't apply to us as a not- for- profit but sure the point is not lost on us. If an entity is not deliberate about its brand image then it should not be surprised if it gets labeled. This is the reason serious organizations spend time and money to tell their own stories rather than leave it to chance. 7
4. LEADERSHIP AND BRANDING The CEO or Leader personifies the Brand. A quick way to affirm this position is by imagining your perception of different denominations in Nigeria. At a training session, the participants were asked to identify different churches by their dominant attributes and this is what the outcome was: 8
Winners Chapel: Faith Christ Embassy: Healing RCCG: Holiness Daystar: Leadership Mountain of Fire: Deliverance They arrived at this conclusion not because they had carried out extensive research but because those are the easily recognized attributes of the different leaders of these denominations. 9
5. FEATURES OF RCCG BRAND - HOW IS IT BEING COMMUNICATED? The RCCG has a well articulated, clearly stated and defined Vision Statement which has helped to give the organization direction and focus as well as identity. RCCG VISION STATEMENT 1. To make heaven 2. To take as many people as possible with us 3. To have a member of RCCG in every family of all nations 4. To accomplish No. 1 above, holiness will be our lifestyle 5. To accomplish No. 2 and 3 above, we will plant churches within five minutes walking distance in every city and town of developing countries and within five minutes driving distance in every city and town of developed countries 6. We will pursue these objectives until every nation in the world is reached for Jesus Christ our Lord. 10
THE RCCG LOGO The RCCG logo reinforces what we stand for and believe in. THE SIGNIFICANCE The RCCG logo is the symbol of our identity, an emblem of authority, through which we draw inspiration to our minds as we run the affairs of our Mission. It has spiritual significance. 11
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RED COLOUR RINGS - Outer Double Red Ring and Inner Single Red Ring. The Red Colour represents the Blood of Jesus. Rev. 12: 10-11 And I heard a loud voice saying in heaven, Now is come salvation, and strength, and the kingdom of our God, and the power of his Christ: for the accuser of our brethren is cast down, which accused them before our God day and night. 11 And they overcame him by the blood of the Lamb, and by the word of their testimony; and they loved not their lives unto the death. 13
The Blood sanctifies us - Heb. 13:12 Wherefore Jesus also, that he might sanctify the people with his own blood, suffered without the gate. 14
WHITE COLOUR Symbol of Purity, Holiness and Consecration. It is a prerequisite towards realizing the vision of our organisation as an entity called RCCG. Holiness will be our lifestyle. Ps. 29:1-2 Give unto the LORD, O ye mighty, give unto the LORD glory and strength. 2 Give unto the LORD the glory due unto his name; worship the LORD in the beauty of holiness. Isa. 35:8 And an highway shall be there, and a way, and it shall be called The way of holiness; the unclean shall not pass over it; but it shall be for those: the wayfaring men, though fools, shall not err therein. Obadiah 1:17 But upon mount Zion shall be deliverance, and there shall be holiness; and the house of Jacob shall possess their possessions. 15
GREEN COLOUR Fruitfulness, Productivity, Hard work and Multiplication. God has divinely made RCCG a fruitful vine. Isa 32:15 Until the spirit be poured upon us from on high, and the wilderness be a fruitful field, and the fruitful field be counted for a forest. Ezek 19:10 Thy mother is like a vine in thy blood, planted by the waters: she was fruitful and full of branches by reason of many waters. 16
BLUE COLOUR The blue colour symbolizes Agape (Divine love) not Phileo (brotherly) or Eros (Erotic or romantic expressions). It is the God kind of love which must be demonstrated to one another. I John 4:8 He that loveth not knoweth not God; for God is love. John 15:9-12 As the Father hath loved me, so have I loved you: continue ye in my love. 10 If ye keep my commandments, ye shall abide in my love; even as I have kept my Father's commandments, and abide in his love. 11 These things have I spoken unto you, that my joy might remain in you, and that your joy might be full. 12 This is my commandment, That ye love one another, as I have loved you. 17
DOVE - This Symbol communuicates that the Holy Spirit is our Senior Partner: Rom. 8:16 The Spirit itself beareth witness with our spirit, that we are the children of God 1John 4:13 Hereby know we that we dwell in him, and he in us, because he hath given us of his Spirit. 18
OUR CORE VALUES Holiness Integrity Evangelism / Soul Winning Sanctification Fruit of the Spirit as Character Hard work 19
EXAMPLES OF THE CORE VALUES OF SOME PROVINCES LP 35 ChristChurch C - Character H - Holiness I - Integrity E - Excellence F - Faithfulness LP 44 Praise Tabernacle (Region 19) P Perfection R Reliability A Attractiveness I Integrity S Service oriented E Excellence LP 46 Tabernacle of David Worship Faith Purity 20
6. WHAT CAN KILL A BRAND? Examples abound all around us of persons, organizations, etc. that fell into public odium because of one action or the other that adversely affected the brand in the public eye. These include: A. Violating Your Brand Promise. The very fact that an entity has a brand identity means that entity has made some promise to the public whether explicitly or implicitly and the entity will be held accountable. Any action whether conscious or otherwise that is perceived to be a breach of that promise will result in a negative backlash from the public. Example. Pastor s misconduct. 21
B. Violating Important Values Of Your Customers We have all come to accept that eateries are safe places for family outings. Sale of alcoholic beverages in such facility could be regarded as a violation of their brand promise to their customers. C. Not Being Passionate About The Brand Half-hearted enthusiasm never did a brand any good in the history of brand building. 22
Passion not only adds value to your brand, but also attracts consumer-attention. It lends certain distinctiveness to your brand, which piques interests. We must put 100% passion and focus on building the brand to see the results for ourselves. D. Not Building The Brand Around Its Strength Every individual has his strengths and weaknesses. Lay the foundation of your brand by highlighting all its strengths and stick to it. Identify the Unique Selling Preposition (USP) of your brand and play it to your advantage. E. Not Focusing On Value-addition Don t forget to add value to your brand. 23
F. Not Being Original And Aping Competitors It s a good practice to keep a tab on what your competitors are doing and how they are shaping their brand. Do not give up on originality. G. Not Giving Customers Enough Reasons To Trust The Brand Your brand-building efforts will go down the drain if you don t give your customers enough reasons to trust the brand. Make it easy for them to provide feedback, find ways to engage/interact with them and provide them support before, during and after interactions. Accept your flaws and work on making the customer experience better. 24
H. Not Being Ready to Reinvent Brand-building now involves the digital media, which has a fast-paced landscape. It goes without saying that you have to be on your toes and adapt to any change or twist to leverage your brand, especially on social media channels. This will require consistent efforts. Where brand-building initiative experience a major setback, we must be ready to reinvent the brand. 25
7. HOW DO WE SUSTAIN / PROMOTE THE RCCG CORPORATE BRAND / IMAGE? A. Human Resource Development B. Uniformity of Experience distinctiveness within, RCCG green arc C. Digital Age Sensitivity Make use of the New Media D. Participation in broader program. It forges interactions and learning E. Standard Branding Processes Brand Champion, Brand Manual F. Tell Your Own Stories G. Maintain Prayer Attitude we must continue with the legacy of prayer. 26
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