Sermon Branding: Key Art
What is Sermon Branding
Sermon Branding deals with three aims:
- What the audience needs to know.
- What the audience needs to feel.
- What the audience needs to do.
Sermon Branding can include content, positioning, copy, and title. It is usually the Pastor or Teacher’s that develops the Sermon Brand. After all, they know their audience and have an idea of what they what the audience to know, feel, and do. Hopefully?
Pastors and Teachers can depend on help to develop a Sermon Brand. In such cases, teams are developed to sit down and brainstorm what a Sermon Brand should be. The Pastor brings the content, and everyone pours over it to develop everything else.
The most important aspect of Sermon Branding is Key Art, and this post is about how the Church can benefit.
What is Key Art
By definition, Key Art is the artwork used to promote a movie. You’ve seen Key Art before. For instance, The Dark Knight (July 18th!!). Their marketing is a beautifully crafted (and expensive) hybrid campaign. It includes the best of viral, traditional, and contemporary methods. Their Key Art is the artwork used for the posters, trailers, and online content. Each component is different in it’s own right, but is consistent to the key concept: the story and characters that surround the rise of a dark knight.
Why Key Art
Key Art focuses on one aim: what the audience needs to feel. Key Art is what draws the audience in and engages their attention. It’s the bridge between curiosity and action. Successful Key Art takes the concept of a message and paints it in the mind of the audience before they encounter the message itself. It’s a hook.
Key Art for Sermons
While the Sermon Brand is the total mojo of a sermon, without the Key Art it’s uninteresting at first encounter: on a shelf or in a catalog. It’s important to capture your audience immediately before they reach the introduction of your sermon. Key Art can help build the emotion of your message and prep that ground to sow seed into.
Posted in Church Marketing