Once you get to know yourself and who you want to become, the next step in branding is to know your audience.  

Your audience is comprised of many people.  

First, there is your current customers or members. They know who you are of course, but you want to solidify in them what you are about and where your values lie.  Your current customers or members are also going to be your best brand ambassadors.  Brand Ambassadors are people who are going to share your brand.  They will tell others about your brand and if you aren’t communicating it to them, they will not communicate it to others.

The second group in your audience is potential customers or members, people you want to have join your church or organization.  These people are very important to keep consistent branding as you are telling them who you are and what you value.

The third group in your audience is your community.  Your community needs to know who you are, what you offer and how you can help them

Now these three groups may be very different from each other.  For example if you are a church, you may have a church comprised of aging members, an aspiration to have youthful members and a community who does not know the gospel. This does not mean that you need to have three different brands, exactly the opposite.  You need to have a solid brand that tells your story while reaching everyone.  Yes, your marketing, will need to be different to reach these different groups,  but your brand is the same.  Remember you don’t have different organization for each of these people, so you only need one brand.