The brief was, “How do you create a brand for a pastor of one of the largest churches in the world, who doesn’t want to be a brand?”

The challenge is apparent. American Christians at large hate every other megachurch except their own. They hate personal brands of pastors, except their own. But the data shows that growth through personal brands exponentially exceeds organizational brands.

In addition, there is the problem of the category. How do you build trust in a person and organization in a category that is suffering from its highest levels of distrust in its history?

The answer is found in three aspects: alignment, consistency, and clarity. Alignment of values and audience. Consistency in brand and communication. Clarity of message and intent.