Nowhere in the Bible does it state that a sermon is more spiritual because it is long and boring. In fact, an argument can be made that it is more spiritual to deliver a creative and engaging message because of the life change that such a message can bring.
Is church branding for you? Your brand is more than a logo and a motto. It is what people think about your church before they ever visit.
It can seem that church branding is not for everyone. It is more businesslike than it is spiritual. Branding is also more than just a little intimidating when considering how much secular organizations spend on marketing. Did you know anywhere from 50% to 150% of a movie’s budget is spent on Marketing?
Here are five things to consider if you are wondering if creating a church brand is for you
You have a brand, whether you want one or not and whether you think branding is necessary or not, because your brand is your reputation. It is what will be known about you before people get the chance to know you in person.
What comes into your mind when you think of Starbucks, Mercedes-Benz, or Apple? Now consider this for yourself: When people hear of my church, I want them to think and feel _________. That is the brand you are trying to build.
If you care about what people think about your church and what they experience when they interact with your ministry, then you should be intentional about your church’s brand.
Having a solid brand for your church is a daily reminder of your ministry’s mission. The idea of a church brand is about holding yourself accountable to your mission and values. Before you can do that, you have to have a clear vision, mission, and values. Your brand only re-enforces these things.
If you, as the pastor, cannot easily state your church’s vision and mission, how can you expect others on your team or in your membership to communicate what your church is about?
Your church branding should be vision-based, stand out, and be created with outsiders in mind. Having a church brand is not about trying to be better than anyone else or forgetting the Great Commission. It is a way to clearly communicate your role in your city to outsiders and see the Great Commission fulfilled.
Your church brand is one way to meet people where they are before wanting them to change and believe what you believe. If you new people to value what you do before experiencing the life-change found in Christ, then church branding is not for you.
Branding helps you lead people into an eternal decision by speaking to people’s felt needs in your messaging. Doing this earns the opportunity to deliver the truth of God’s word through the church’s ministries and events.
Simply put, marketing is the exchange of goods and services. On Sundays, you ask people to exchange their time to receive the service of your worship experience. We know the value of our “product” is eternal, but how can we help people make this exchange who don’t yet value its result? You do this by meeting them where they are, connecting with what is important to them, and then introducing them to God’s Presence and truth.
A consistent brand is not just making a promise in an advertisement. It is delivering on that promise with an experience. You have to plan for the advertising and the experience side of church marketing.
To invite someone to hear an “incredible message” and “powerful worship” and not deliver on that expectation breaks a promise with guests and hurts your brand (reputation). Branding is not just about logos but delivering on what you tell people to expect. You want people to like what they see in your promotion and what they feel in your worship gatherings. That way, they tell others about how much they love your church.
If you believe it is essential that every guest at your church has a great experience and that you do not over promise and under deliver, you should consider what your church gatherings are communicating about your brand.
Anytime you invite someone to church or ask your members to do the same, you are “promoting” your church. If you promote your church, why would you not want to be as intentional as possible and use all available tools to reach the most people with the best invite?
It may feel unspiritual to worry about your church’s brand, but aren’t there many non-spiritual parts of running a ministry? We do these other things with excellence because we know how they help the ministry fulfill its mission. Churches should not be known for second-class experiences and cheesy advertisements. We serve THE Creator and should lead the way in creativity and innovation.
If you believe excellence communicates how much you value your people and the significance of what you are offering them, then you should plan to create a brand that delivers a consistent message to all who come in contact with your ministry.
Church branding can seem unspiritual, but it can lead to spiritual results. Make your branding about the people you will reach instead of about your church. It’s not enough to let people know you want them to come to church. You will also need to let them know clearly, concisely, and convincingly how your church will help them in their life.
Did you know Deka offers social media services to help with your branding? Use this link <LINK> to schedule a complimentary coaching consultation to see how we can help your church’s social media presence today.
Josh is a ministry leader, communicator, and creative who helps train and coach church planters at the Association of Related Churches (ARC). He has written Believe Again: Finding Faith After Losing Religion and has contributed to many ministry publications, including Relevant Magazine. You can stay connected to Josh through his blog JoshRoberie.com and Social Media at @JoshRoberie.
