Pastors and church planters increasingly hear that they should build their ministry with solid branding. Yet, as a communication discipline, branding continues to be widely misunderstood, ignored or misused.
What is branding anyway?
The American Marketing Association defines a brand as a "name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers." In layman's terms, that means whatever you call your congregation, as well as whatever symbol you use or whatever design you incorporate into all your signage, letterhead, presentations and building areas distinguishes your church from all others.
Why is that so important?
Maybe as an under-40, media-wired kind of guy, I'm especially tuned in and sensitive to this issue. But in large part, I represent the emerging audience of the Church that is becoming more brand aware. I firmly believe that as the missional and incarnational approaches become the prevailing models for the Church, we will need the power and clarity of good identity branding. If we ignore it, we leave a key component of growth off the table.
Five reasons why churches need good branding
1. The Church is already "branded."
We aren't starting with a clean slate. Over the centuries there has been a lot of bad branding, which is still around. Today we are faced with a jaded and indifferent, sometimes even hostile, audience of un-churched and de-churched people. Yet they can be reached through fresh brands that surprise and delight. In fact, there's a world waiting for a spiritual reality they can understand. We really do have what they want, but have done a poor job of presenting it. It is the local church's job to brand the Church in such a way as to correct or adjust people's wrong images. We must do so in a manner that reflects God's heart and ways.
2. A brand's first impression is hard to change.
That can be good or bad. People's decisions about your church are largely based on their first brush with it. Your church's name and any accompanying images or themes—a community event, a message T-shirt worn by a member, church sign, building, the home page of your Web site and a newspaper ad or direct-mail piece—all make an impact. The mental backdrop of your community image even adds context to those first encounters with your members and early relationships. People normally make a quick decision based on what they first see and, as quickly as possible, try to fit it into one of their pre-existing mental images or stereotypes. If there is no immediate fit, that is good. You have probably just made it to the first base of acceptance.
3. The Gift warrants the best wrapping.
If you believe the gifts of God are the greatest offer you can make to your community, you should present them with excellence. Have you made every effort to see your whole package (brand images and experiences) as they are seen through the eyes of potential recipients? Do they awaken or inspire? Do they provoke curiosity? Is everything tasteful and coordinated? Do they look for the first opportunity to open it up?
Remember, too, that wrapping is as pleasing to the recipients as the gift itself, and therefore should reflect your personal knowledge of them. Forget personal tastes, committee or staff preferences. As Rick Warren would say, "It's not about you." Your brand must connect your church's heart to the heart-perceptions of your intended audience. Create an intentional plan and stay the course.
4. People want you to be you.
Your church is gifted for a unique mission. To be effective, you have to be yourself. People want you to be yourself. How else are they going to make sense of your ministries? Your brand strategy should authentically portray your ministry's unique DNA: its identity and personality, its heart and vision, and its beauty and substance.
5. A good brand awakens the heart.
Your brand has the greatest impact when it connects with people's deepest heart cries. Our research confirms other findings: the most effective church identity connects in some way with people's deepest life aspirations. A good brand has a central theme that shows the church as an empowering community for true and fulfilling purpose. Depending on its mission, methodology and audience, every church will do this differently. Keep in mind, however, that a good brand is not an end unto itself, but a clear communication of a church as a launching pad for abundant life.
Chris Johnson is a production manager at Breakthrough Media, where he consults with churches about using media campaigns, direct mail, the Internet and other means to connect with their communities.
