Rebranding is a normal process in the life cycle of a business, church or nonprofit organization. However, rebrands can occasionally go wrong. The recent Cracker Barrel rebrand fiasco is a powerful example of what happens when a rebrand is poorly executed.
“A good rebrand positions the church in the public’s mind. Done well, it can completely revitalize a congregation.” – Phil Cooke
Phil Cooke recently outlined six key tips on rebranding gleaned from the Cracker Barrel incident. If you are considering a rebrand for your church or ministry, read these first:
1. Make sure you understand the actual problem.
In the last few years, lots of customers have complained about Cracker Barrel – including me. The food quality and service had dropped significantly at numerous restaurants, making it a frustrating experience. But problems in certain areas don’t necessarily require a complete overhaul.
Your frustration can often be fixed by simply targeting the problem. You don’t need a hacksaw to treat a blister.
Sometimes an outsider can spot the problems quicker than your own people. If you need a survey to pinpoint areas of need and/or opportunity in your church, contact the team at Cooke Media Group. Email info@cookemediagroup.com
2. Know the people you serve.
The size and scope of the backlash leads one to believe that the leadership team at Cracker Barrel didn’t honestly know or understand their customers. It was interesting that in media interviews I watched, the CEO kept referring to all their support, but when pressed, she only mentioned store managers and executives.
Church leaders, make sure you understand your congregation: why they attend, why they give, the programs they love, their backgrounds, interests, and more.
3. Understand what people value.
Apparently, Cracker Barrel’s CEO and creative team didn’t realize the value their customers place on the atmosphere, the style, and the Southern charm. Even the logo seemed to be more important than they thought. On that subject, this is an interesting story about warnings from one of the Cracker Barrel board members.
Sometimes people don’t say much about the things they love the most. Never take anything for granted.
4. Communication matters.
The leadership team from Cracker Barrel has already apologizedfor how poorly they communicated the change, and that’s a great lesson for churches. In my book, “Church on Trial: How to Protect Your Congregation, Mission, and Reputation During a Crisis,” I write that many of the crisis situations we see in churches these days are exacerbated by how poorly they were communicated to the congregation and the general public.
A church is built on trust, and once you’ve lost that trust, it’s almost impossible to rebuild.
5. Know that social media has changed everything.
One of the drawbacks of social media is the flood of opinions and ideas, whether you want them or not. Everyone has an opinion these days, no matter how outrageous. In today’s digital world, the slightest change or update can generate a firestorm of criticism – even when it’s not justified.
The key is learning to deal with social media criticism and knowing when to listen and when to let them rant.
A crisis management workshop can help equip your team for managing social media and navigating crisis situations. Contact us for more information.
6. Sometimes, a “brand refresh” might be a better choice.
A “brand refresh” is more of an update. It’s not a complete rethink of everything; it may just be updating the logo font or using more popular colors. Maybe it’s a new coat of paint in the sanctuary or new carpet in the lobby. In some cases, most people don’t even realize a refresh has occurred – but it’s given the brand a fresh, updated feel.
“The fact is, rebranding is a normal process. Every business, organization, church, and more needs to update from time to time. After all, culture, trends, and people change. It’s always a good thing to keep in step.” – Phil Cooke
Phil Cooke, PhD., has been called “one of the most innovative communicators of our generation.” As the CEO/founder of Cooke Media Group, media producer, writer, speaker, and consultant, his client list includes major film studios and TV networks as well as major Christian organizations like Voice of the Martyrs, The Museum of the Bible, The Salvation Army, and others. He’s also coached and consulted with many of the most influential churches and nonprofit organizations in the world, helping them use media to tell their story. Access his blogs on creative leadership here.