Notes from Branding: Memory and Relationships
Communicators’ gathering on Nov. 14 at 1:30 p.m. at Heights Center for Hope, St. Paul. Presentation
and conversation led by Tim Snyder and Brie Trovall, Hope Lutheran, St. Paul.
Memory + Relationships = Your Brand (sort of)
Tim and Brie used Steve Jobs’ story and examples. Tim asked the group why people had such a
strong reaction to Steve’s death. What’s actually going on? What are they remembering?
Jobs took us from computers that were very dehumanizing to devices that are truly extensions of
ourselves. He was able to change the way we relate to others and how we remember people.
Churches can learn from the way Apple creates memories and relationships. Remembering is a part
of the church. Think of the Eucharist: remembering the past, moving to the future.
Creating memories and fostering relationships
How would our work change if we thought about it as the creation of memories and fostering
relationships (instead of pushing out information at people)?
What are the obstacles to thinking about our work that way?
Group answered: church culture, expectations, pushback from “the legacy group.” We are good at
talking about what’s coming up, but not about what happened—we must create a space for
memories. Hope, St. Paul has started creating story pages after significant events. They reflect on an
event, not just the details, but also about where they saw God in it. The front page of our
newsletters shouldn’t feature ads of upcoming events. People want to be told a story.
Interesting vs. Interested: Be interested in what others are about.
Using communication to inspire
Brie started by talking about cultivating connections. She asked, “What if we used communication
as devices to inspire our people toward our vision through storytelling?”
Example: Mormon campaign that features its members talking about other aspects of their lives.
Identity: If we don’t know who we are, how do we tell others what we’re about?
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Who are you?
What do you do well?
What do you want to say?
What do you do not so well?
What is your mission?
Audience
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Who are they?
What do they need?
Where are they?
What does your congregation have in common with them?
What do they think of you?
What assumptions do we make about our audience? Are there misperceptions?
If you identify the areas where your organization and the audience (outside) intersect, you’ll be
better able to brand the congregation.
How does your message create a connection with your audience?
Be purposeful, intentional about your message.
Design tips from Brie
Color and font matter! No more than two of each. Be consistent.
See slides or talk to Brie for more information.