Saying goodbye to a brand

When you hear Target or Starbucks, do you need an explanation? When we say, "Come to Turning Point," we have to explain what it is. When a brand works, it's great. When it doesn't, be willing to say farewell.

In 2006, I wrote this post about how helpful having a brand was in answering two questions for people: What is a small group and how do I get into one at GCC? (Since then, we shifted even further from using the term "small group" so lots has changed.)

The problem now is that most of our group environments contain the word "Point" which now has no point! While it's easy for me and a few leaders to keep it straight, we have to keep explaining the purpose of each group space. When people on your own staff aren't clear on your brands, it's a problem!

If you hear that we're offering a social group for singles or a Bible study group, you don't need further explanation. If I heard that we're offering a spiritual growth group, I think I would have more questions. I just don't know.

Turning Point groups are for those people who want to change how they're living. People often describe it as: I want to grow spiritually; I want to trust God with my life; I want to get my life on track; I want to know what God wants from me; I want to honor God with my life.

How would you succinctly describe a group for this that would require little or no further explanation? I'd love to hear your thoughts!

Comments

[David Hinkle]

I think you've got to associate the group name with change. Here's my thoughts:

Making Change
Life Change groups
Changing Lanes (don't really like this so much)
Restart

I'll think more on this and if I have something brilliant, then I'll let you know! :)

David

[Rochelle McAvoy]

I used to love watching this computer-animated TV series called ReBoot (go ahead, call me a nerd). http://en.wikipedia.org/wiki/ReBoot
Check the link above for a more detailed plot synopsis, but the show essentially involved a guardian who rebooted each time a new game started (he got in the game) to protect the gamespace from being destroyed and characters from turning into energy-draining, worm-like parasites called nulls.

We can all relate to a point in our life we reach: we feel like we've fallen "out of the game," we've lost our way or we've had the life drained from us, leaving us feeling dull (null!).

I recommend Reboot.

[Dave]

How about "Step Away" or "Taking Steps"; it fits with some overall theme that I think I've heard about...

[Kathy Guy]

Thanks so much for your suggestions! I'm sorry that I didn't give better examples to clarify further what I was looking for. We're not looking to change the name of Turning Point and replace it with a 'new name'. (Turning Point is really pretty descriptive when you put the words 'life change' with it, which we have, and it still left people with the question "What are these groups for?")

When people hear "Breast Cancer support group", "12 step group", "support group", or "Bible Study", they know what to generally expect. So, we are leaning toward something very generic, and are considering even changing it depending on the content.

As an example, we may try "Faith Development group based on the content of the book Soul Revolution", "Communication Skills group (or Marriage Communication group) based on the content of the book Boundaries, "Spiritual Growth group based on the content of the book The Me I Want to Be, or "Parenting group based on the book Screamfree Parenting". We will likely move away from the brand name since they don't appear to be helpful in communicating what it is.

I appreciate your suggestions. If further thoughts come to mind with this additional input, please share it with me! Thanks so much!