FOUNDER TO THE PROFILE
Mark MacDonald
Senior Brand Strategist / President, Be Known For Something
“I attribute my success to staying curious, being willing to adapt, and caring deeply about helping people communicate better. I’ve also tried to build a career around something bigger than myself.”
About
Mark MacDonald serves as a Church Branding Strategist and leads Be Known for Something Church Branding Company in Jacksonville, Florida. He brings 40+ years of professional experience to his work, having started in the secular agency world before dedicating his efforts to churches and nonprofits. After earning a bachelor's degree in graphic design from Bob Jones University in South Carolina and experiencing personal and corporate growth by moving up the agency world in one of Eastern Canada's largest ad agencies, he and his wife established their agency in Winston-Salem, North Carolina, 25 years ago, one month before 9-11.
His primary expertise lies in brand positioning, helping churches, leaders, and organizations differentiate themselves in a crowded field. MacDonald has spoken at more than 110 conferences, recently published his 1,000th magazine article, and authored the Amazon bestseller "Be Known for Something" in 2017, with subsequent editions addressing post-COVID, church branding, and clarity.
He previously served as executive director for the Center for Church Communication. His contributions have earned him recognition through the Telly Awards, Summit International Awards, the Corporate Vision Small Business Awards for Most Influential Church Branding Agency in North America, the Davey Awards, induction into the Hall of Fame by The Church Network, and several others.
Key Areas Of Focus
- 01. Church Branding
- 02. Brand Positioning
IN HIS OWN WORDS
The Q and A
-
01
What do you attribute your success to?
I attribute my success to staying curious, being willing to adapt, and caring deeply about helping people communicate better. I’ve also tried to build a career around something bigger than myself.
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02
What’s the best career advice you’ve ever received?
Do good work, take care of people, be creative by improving everything you touch, and keep showing up. A career is built much more on relationships and reputation than on any single opportunity.
I’ve also learned that you don’t have to chase every opportunity but remain faithful to your calling. Know what you’re good at, become known for something, and look for opportunities where that strength can make a difference. The goal isn’t simply to build a successful career. It’s to build a career you’re proud to have lived.
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03
What advice would you give to young men entering your industry?
Don’t try to be everything to everyone. Figure out what you’re really good at, become exceptionally good at it, and be known for something locally before you are regionally. Don’t confuse expertise with having all the answers. Stay teachable.
Technology, marketing, communication, and culture will constantly change, so curiosity may be more valuable than certainty. And remember that people are more important than platforms. Learn how to listen, solve real problems, and serve people well. Those skills never go out of style.
Be known for love.
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04
What are the biggest challenges or opportunities in your field right now?
The biggest challenge is also the biggest opportunity: technology is changing incredibly fast, especially with artificial intelligence and the way people search for information.
Churches can either chase every new tool or step back and clarify what they actually need to communicate. I believe the winners will be organizations that understand that technology doesn't replace clarity.
In fact, the more crowded and automated communication becomes, the more valuable a clear, human, memorable message becomes. Churches have an incredible opportunity to be known for something meaningful in their communities.
The best is yet to come!
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05
What values are most important to you in your work and personal life?
Faith, integrity, family, love, generosity, and curiosity are foundational for me.
I want my faith to influence not just what I believe, but how I treat people and how I do business. Where I go.
I want to be someone people can trust, whether I'm sitting across the table from a client or sitting around the dinner table with my family. I also believe we’re given gifts so we can use them to help others.
Ultimately, I want my work to make a difference, my relationships to matter, and the people I encounter to be better because we crossed paths.
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