Everything I ever needed to know about branding, marketing, and storytelling I learned from watching Saved By The Bell in my preteen years.
In every episode, the hero—Zach Morris—faced a challenge (usually a problem of his own making). Someone—one of his gang of trusty friends (A.C. Slater, Screech Powers, Kelly Kapowski, Lisa Turtle, or Jessie Spano) or his principal or a teacher—gives Zach some guidance and issues a challenge to overcome his problem, and Zach finds his way out for a happily ever after ending.
In marketing, our customer is the hero (Zach) with a problem to be solved, we are the trusty friend, and our product or service is the path out of the problem.
In the church world, attendees and guests are the heroes with many problems that we (the church…their trusted friend) get to help them solve with the love of God. To be clear, God is the solution. Christ is the ultimate hero. But, from a marketing and reaching them perspective, we have to begin by positioning the person we’re trying to reach as the hero and their felt-need as the problem to be solved.
This, of course, is what Donald Miller’s book, Building a StoryBrand, is all about. If you haven’t read it, go get it. It’ll change the way you think about building your church’s brand and storytelling to capture the imagination of your “customer.”
Let’s meet at The Max and talk about what Zach can teach us about branding.