I just finished a week with the kids in Park City, Utah- an annual getaway for inspiration, excitement and reflection. This year we were snowed-in an extra day due to Christmas eve blizzard with over 2 feet of snow. The extra snow raised the bar on our family adventure! Here is my son Jacob on a run called Hidden Splendor.
It's interesting how the state of Utah wants to nourish my emotional connection to the place that has become a regular retreat. They do it through branding and marketing which culminates in the tagline, "Life Elevated." Every tagline makes a promise- think of the multiple facets of tis one- from the thrill of extreme sports to better quality snow to higher social status. in this case, their promise always delivers (OK, being from Houston makes it easier to deliver on the promise.) Their clever campaign in 2008 has snowflake dressed athletes in the clouds "trying out" in order to make the cut to fall in Utah- every snowflake's dream come true. 
I encourage every church to think through their brand promise and external messaging in a similar way. What's your church or ministry's promise to people who have yet to experience it?