Today at Catalyst East 2010 at Duluth, Ga.'s Gwinnett Center, I stumbled across Kerry Bural, principal of The Resonate Group (www.resonategroup.com) based in Mt. Juliet, Tenn. Bural's company booth caught my eye because it mentioned branding for ministry. Since branding is a topic we cover several times a year in indepth feature stories, I introduced myself and started firing away the questions. Bural, as it turns out, has the answers.
I mentioned the plight of church leaders who see the next cool thing at the church down the street -- whether it's something in their building design or in their ministry offerings -- and they decide to incorporate it into their buildings or offerings. Oftentimes, there's little thought given to how the new add-on will fit with their individual objectives and style of delivery. Does the add-on enhance and further the vision, or does it dilute it and seem out of place? Bural said that's where his company can help churches. He sits down with church leaders, talks with them about their passion and vision in ministry, and helps them uncover the true focus or DNA of their ministry. "It's what gets them mad, and what keeps them up at night," Bural reported, that's the key in the beginning of the process. He used his daughter as an example, saying that she has a heart, a passion for the down-trodden in society. Whenever she sees someone -- woman, child or man -- being abused in any fashion, she gets fired up. "That's where her passion lies," Bural said. This is precisely what he helps church leaders uncover, so they can find their unique contributions to the world through ministry.
I asked if Bural, after helping church leaders discover their vision, ever works with architects who are called in on a building project, expansion or renovation. Yes, he reported. It happens quite often. Once you've built a solid identity, it's much easier to make sure your facility helps convey the message.
