Don’t you hate when you ask a salesperson if you need their product (or service) and they quickly launch into all the reasons you (of course) need it? Forgetting to ask anything about you? They just presume the worst!
I’m not like that. At Be Known for Something (and in my 20-yr Church Branding consulting practice) we know better. There are some who don’t need new church branding. In fact there are a lot of churches in that category. Much has to do with what you currently have.
STOP considering spending money on church branding if you have these 4 things:
- You have a professional logo with brand positioning that’s working. That means your logo feels current, is easy to replicate/recall from memory, and totally represents your church (inside and out). Your positioning statement (brand thread) should imply your audience’s needs or goals, is 3-5 words, simple, easy-to-remember and use; and answer the question, “why do you attend this church?” It should be used throughout all your communication materials, PLUS your congregation AND community should know your branding since it weaves through everything you do.
- Your church is known for engaging their community. The thread (from #1) should be an outward facing tagline that your community would desire. It should speak directly to the needs, concerns, and goals of your unchurched community. A good response from the community when hearing your thread? “I didn’t expect to get that from a church, but I sure need it!” That’s the sign of a great church brand that’s engaging a secular community.
- Your church has swag that your congregation loves. This is a great barometer for whether your logo, colors, fonts, and thread are desired by your congregation. They should be PROUD to wear something with your branding on it. They may even choose to drive slower because of the church they represent on their bumper sticker. Bonus? If your community would wear a free tee or cap with your branding on it. It should be that “cool” and “relevant” for people who may consider your ministries. (If that’s what’s happening, you certainly need no branding help from anyone!)
- Your church is growing. The sign of great church branding? It’s engaging a community to let them know your solutions to their ongoing concerns and needs. Or maybe an unexpected path to a lofty goal they have. The power of a good brand not only gets their attention but it drives even an outsider to watch an online service or walk through the doors for an event. The power of a successful brand tears down the apprehension of hearing the gospel. Yes, an effective church will lead people to Jesus and His power to save. And that’s REAL church growth.
Don’t have these? Then you need to discover your Thread and a visual brand that will be recognized by a community that needs the gospel. They just don’t know why. Yet.