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Missionary brands frequently have the feel of a grass-roots brand, yet this is often not the reality. It feels that way due to the closeness of the subject matter and the urgency with which people join forces.
To achieve this, the Missionary brand identifies high-profile like-minded people, celebrities, organisations, media properties; anyone who shares a similar set of principles, and can get the message out there.
As such, partnerships establish the Missionary brand as part of a group of like-minded world changers with highly influential spokespeople to create a groundswell of believers.
Beyond all of this, however, PR is the Missionary’s most important outlet.
PR must be used to call relevant topics sharply
into focus and to position the brand as being on the frontline of creating change through the movement.
This means being an excellent storyteller, creating stories and content on the fly. Identifying contexts where the brand can have a point of view, and building owned channels where they can unfold more of the message.
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