Do you see your church bulletin as a necessary evil or as an outreach and an extension of your church's brand? Your bulletin may be the only representation of your church that a visitor takes home with them. How well does it represent your church and your vision? Is it a positive reflection on your church? Does it make someone want to be a part of it or at least return?

With proper planning and execution, the church bulletin can be an effective brand-building tool.

Some churches use the weekly bulletin as a primary communication tool for important dates, times and service opportunities. Other churches use it as a teaching tool with outlines of sermons so attenders can follow along. Still others use it as a bulletin board of news, thank yous and ministry reports.

No matter what your church publishes, your goal should be to make sure the bulletin works for your congregation and supports the church's brand.

Three keys will help you create a bulletin that has a clear purpose, serves your congregation and supports the church's brand. Those keys are to: 1) have a plan, 2) create a pattern, 3) package consistently.

The plan

Begin by determining why your church needs a bulletin. What should your congregation get from it? Will it be strictly an informational tool, a discipleship tool or a blend of both?

As with any project, someone must be responsible for it. Who? Determine who will produce it, where the information will come from and when content is due. Making these advance decisions can avoid unnecessary battles later.

The pattern

After putting together a plan for your bulletin, what it will contain should be clear. Depending on the purpose of your bulletin, it could contain any of the following:

• Statement of church mission and vision
• Event information
• Letter from the senior pastor
• Visitor information card
• Advertisements for ministries
• Graphics specifically designed for a message series or time of year
• An area set aside for members to take notes during the sermon
• An outline of the sermon
• Church information like address, phone number, Web site, etc.

The package

Every piece of communication you distribute will either build up or break down your brand. Store managers know that, which is why every piece of literature, every display and all store signage is coordinated through color, photography, logo usage and graphic treatments.

Branding is reinforced through repetition. Your bulletin can reinforce your church brand by integrating your bulletin design with other materials your church produces.

Final thoughts

Keeping bulletin information brief, concise and compelling will cause attenders to read it regularly. When the bulletin is regarded as a valuable communication tool, it will become an indispensable source of information and inspiration.

Joe Dascenzo is a partner with Darien, Ill-based Change Design Group, a marketing and design company whose clients include Christian organizations and churches.