The conversation starts with familiar words: “I’m starting a new business. I need a logo and a brand identity.” That’s an exciting place to be. Creating your brand early in your business is crucial to establish your place in the mind of the consumer; however, I have seen a lot of entrepreneurs spend more time tweaking their logo than working on their most important task: their business plan. I’m a marketing guy. And I think every organization should have the best brand representation possible starting with their logo, brand statement and identity item. However, before you pick colors, shapes, paper and all that shines and sparkles (and I love that process), make sure you think about: Your target audience. Do you really have a firm grasp on your ideal customer? Only after you do, you’re able to create an identity that speaks to your core audience. Even if you’re a…

A lot goes in a name. And a whole lot goes into naming or re-naming a church. I remember when my friend Frank Santora from Danbury, CT, renamed his church. They went from Bright Clouds Ministries (not an Indian reservation) to Faith Church. Well that was a big win for them. I don’t think anyone in congregation complained; again, why would they? One of the frequent questions I get from church leaders has to do with their church’s name. But before you go out  and change your congregation’s name, here are a few thoughts to consider: Make sure you have a compelling reason to change the name. Name changes are traumatic. The older the congregation, the more emotional equity a name has. For example, it doesn’t make sense to be “Hunter Street Baptist Church” if you’re moving to Michigan Avenue. A name change is warranted here, or if your church…

When I first began The A Group some nine years ago, it was designed to fit a need within the Christian landscape for strategic marketing solutions. Being strategy driven instead of product, we birthed The A Group Technologies as communication shifted from print to online, to social media and now into mobile platforms. We have worked with authors and publishers from early on, but over the past few years the publishing world has gone through a major transformation as more and more content providers and brands try to navigate uncharted territory. The A Group Brand Development is our answer to that need. Whether we’re working with an established brand or an emerging one, we’ll help our clients in these key areas: To find the intersection between publishing, marketing, and technology that elevates the brand To fill the gaps in a confused, changing industry To emotionally and intellectually connect mission and…

Since we started The A Group 9 years ago, we have been giving Christmas gifts to our clients: expensive cookies, designer pen, leather notebooks, engraved pad-folios to name a few. However none has elicit the volume of feedback through notes, calls and lots of social media mentions as this past year’s gift: The A Group branded Snuggie. We sent them to clients in the cold North as well as in sunny Florida along with our Christmas card also featuring our entire team wearing Snuggies. None of us could’ve predicted such a warm reception (pun intended) nor some of the coldest weather in recent history. Here’s a few lessons from this year’s Christmas gift: This was not the most expensive gift we have ever sent, but it was the most original We are a professional but fun company and the branded Snuggie said it all In a sea of cookies, pop…

I hear a lot about alignment lately. Business and church leaders like to talk about being aligned with mission, staffing, and consumers. It sounds great in meetings. It usually makes people think that you very smart when during any discussion you say “but we must make sure we have alignment here.” Try it next time you’re in any kind of strategy meeting, you’ll feel good. But true alignment is difficult to come by. The road to alignment is often paved with a lot of tough and very unpopular decisions—specially if you’re trying to re-align an organization that, for whatever reason, has gotten off course. Most likely, true alignment comes at the high cost of cancelled programs, product lines, reassigned or terminated staff positions. But when it works, it’s a beautiful and inspiring thing to see. I’m thankful to have been part of a true alignment exercise in the past year.…