What would change for your church brand's messaging if you could only communicate what is true? What if you couldn't build your marketing around hype and aspiration? In this episode, I talk about a lesson on branding that I learned early on in my marriage. The lesson I learned has changed everything for me, and the way I view what a brand is and the relationship it has with an audience. As we look at rule number two for building a brilliant brand, you'll start to see that what you communicate to your audience – they expect.