Yes, it Really Does Matter What THEY Say

Did you ever wonder why Jesus asked Peter, “Who do men say that I am?” Surely, He was clear that He is God; so what did it matter what others thought about Him? Jesus knew that in order for his earthly ministry to expand it was imperative that we have a clear view of His image in the marketplace. Even more critical, his team had to know who He was—after all they were extensions of His brand.

The same is true for you. When it comes to building your brand it matters not what you think, but what they say! Your ministry’s brand (or marketplace identity) is built on the perception of those around you. If expanding your reach is a priority (and it should be!) then knowing what those you are called to reach think, say, and believe about you is very important!

Don’t get me wrong, I don’t want you to spend time worrying about what the entire world is thinking about you and your ministry. That would drive you insane. Instead, focus on the BIG 3:

1. Those you are called to serve. Know what your ideal audience has to say about you, your ministry and the service(s) you offer. What benefits do you and your ministry brings to their lives? If you need help determining your ideal audience, check out last week’s Expand Your Reach article.
2. Those who called to serve alongside you. Expanding your reach is NOT a one man show. You cannot do it alone (if Jesus couldn’t neither can you!). Know what your team thinks about you and your mission.
3. The competition. Know what’s being said of those whose message or mission opposes or competes with that of your ministry. Let me be clear, I’m not suggesting ministries compete, quite frankly I believe the real competition is not the church around the corner, down the street, or the televangelist on prime time television. The real competition is any and every one that grabs and holds the attention of your ideal audience preventing them from experiencing the blessing/benefit of your ministry (but that’s another article).

Becoming clear on what these core groups think, say and believe about you and your ministry will not only help you to reach more people like them, but it will serve as a barometer for your ministry’s effectiveness. Often as leaders what we think we deliver is not necessarily what’s being received.

Brands are built not on intentions—but perceptions. Getting clear on your ministry’s perception in the marketplace is the beginning of building a reputable brand.

Expand Your Reach Activities:
1. Who do men say that YOU are? Ask at least five ideal members, clients, and customers how they perceive you, your ministry, and its mission.
2. Who does your team say that you are? Ask your team to describe for you the results you offer those you serve.
3. What did your responses to #1 and #2 reveal? How will you change these responses?