Over the past decade, branding for churches has become a game-changer. Moving away from clipart and basic fonts, churches have recognized the importance of custom logo designs and understanding their target audience and communities in a similar way as businesses do. No matter the size, it’s rare to find a church that doesn’t have a church brand brand or at least trying to develop one. However, some may argue that this is conforming to society’s norms and that the Holy Spirit is enough.
The truth is, every organization has a brand and niche, and expressing it clearly and consistently to the community is crucial. Churches must also be curious and discover God’s purpose for them within their community.
Like the Apostle Paul, who had a clear brand as the “Apostle to the Gentiles,” churches must do the hard work of searching, discovering, and creating their unique brand. Embracing branding can help churches more effectively communicate their mission and purpose to the world.
Why Your Church Needs a Marketable Brand
Don’t let church branding intimidate you. Crafting a marketable brand is an essential part of sharing your church’s unique story with your community. It’s not about slick marketing ploysΓÇö it’s about creatively inspiring others to join in on the story that God is writing through your church.
But why is a brand truly necessary for churches? An effective church brand resonates with people who need to be reached. Churches often have the reputation of being outdated and disconnected, but a well-crafted brand can change that perception.
By developing a marketable brand, churches can create the energy and momentum necessary to engage with their community. It offers attendees a clear sense of purpose and meaning, beyond simply attending services. Let your congregation be a part of something that makes a real difference in the world, and show that your church understands the needs and culture of your community.
So don’t be afraid to discover and showcase your church’s brand with the world. Let your unique story become a beacon of light and hope, inviting others to join in God’s redemptive work through your church.
Crafting a Church Mission Statement
Crafting a mission statement is the most powerful part of a church branding experience and process. The mission is key because it defines why the organization exists and what problem it will solve. Unfortunately, most mission statements are crafted the wrong way – clear and sterile, but not memorable or transferable.
A powerful mission statement must be clear but also address a problem, invite others into the story, and be articulated by everyone in the church.
For example, one church decided to create a mission statement that addressed the religious data for their city. The data revealed that around 650,000 people in the metro were unchurched or had no faith. So, instead of a sterile mission statement, they crafted the mission “reaching the 650K”. Their mission statement identifies a pressing problem and encourages their church to reach out to their community.
Moreover, this simple mission gave their church a greater sense of purpose. They recognized that one church cannot reach the 650K alone, so they began to plant churches locally, support other churches, and develop community partnerships across the city.
By living out their mission, the church provided tangible evidence of their role in God’s redemptive purpose on earth. The church community was invited to take part in the mission through stories and testimonies that celebrated the lives of the 650K.
Therefore, a church must prayerfully and deliberately craft a memorable, clear, clever, simple, transferrable mission statement. It should be a discovery-based process that goes through many revisions so that everyone in the church can articulate it with ease.
Crafting a powerful church mission statement should be a central part of any church branding experience and process.
The Importance of Design Consistency
Crafting a mission statement and finalizing the logo, font, and color scheme is just the first step. To avoid confusion and create a cohesive image, it is important to ensure that these elements are used across all representations of the church.
Without a clear mission and brand appearance, congregants may create signage that contradicts the church’s intended design. This can lead to poor imagery and inconsistencies that confuse your community and potential new members.
The solution? Have a designer create a “branding guide.” This resource outlines acceptable colors, fonts, images, and logo options, ensuring that all departments are on the same page. With a clear and detailed guide readily available to anyone creating assets on behalf of the church, uniformity and expectations are easily clarified so your church’s brand is consistent and well-represented to all who encounter it.
21 Strategic Ways to Implement Your Church’s Brand
Here are some easy ways to promote your church’s brand and ensure your design and language is consistent across them all.
1. Serve Team Shirts (those who volunteer)
2. Bracelets
3. Bookbags for the Community
4. Seasonal Clothing (hoodies, hats, shirts)
5. Website
6. Sermon bumpers (video that is played before the sermon)
7. Media on Sundays (pre-service videos need the logo and mission)
8. Social Media Management
9. Announcements
10. Sermons
11. Road Signage
12. Interior Signage
13. Online Presence (Search Engines)
14. Social Media Advertising
15. Mailers to the Community
16. Dream Team (Volunteers) Rally Talks (this is a gathering for volunteers before the service to be encouraged and equipped)
17. Blog
18. Community Partnerships
19. Giving to the Mission
20. Telling Stories (Use from the stage and online communications)
21. Podcast
Your church brand is essential in guiding your congregation towards a clear direction, building their engagement and trust in the mission. A well-designed logo, font, and color scheme establish credibility and communicate the church’s leadership commitment to its audience. Additionally, it helps the community connect with your church and understand the message you’re trying to convey. Don’t underestimate the power of branding in shaping your church’s identity and bringing more people to God’s word. Embrace the advantages of branding and take your church to the next level.
