Creating Emotional Attachments (That Our Guests Don’t Care About)

Join me as I process something in real-time, won’t you? (Why, thank you. Thank you for joining me.)

For all of the church-branded t-shirts and caps and coffee mugs and bumper stickers that we foist upon our first-time guests, how many of those things really mean something to them?

(Full disclosure: I ask this as a guy who leads a team that designed a bag which contains a tumbler, and the tumbler is festooned with our logo and website.)

It’s a nice little gift. But does it spark any sense of attachment for a guest who otherwise has none?

A few months ago I visited a church that handed out a different kind of tumbler. This one had their city’s skyline (which was attractive). It had one word on it (which was not the name of the church). And then…in a kind of obscure spot on the tumbler…there was a very minimalistic, very small version of their logo. If you saw the tumbler in the wild and weren’t familiar with the church, you’d have no idea it came from there.

I like that. I mean, I really like that. The tumbler created a sense of “us” (we’re in this community together), it promoted a common, familiar, iconic city skyline. And rather than becoming a de facto commercial for the church, it was a piece of drinkware that I got the feeling people would actually want to use.

Church-branded elements are great for strengthening emotional attachments for people who are already attached. But how do we create value for our guests without necessarily creating promo opportunities for us?


photo credit

Start the conversation.