Browse
A Strong Church Brand Keeps People Engaged

A Strong Church Brand Keeps People Engaged

Posted March 16, 2016 by Jerod Clark

Think about the importance of the impression your church is making. What kind of image are people in your community crafting of who you are? What’s your reputation or vibe? All of these emotions are what go into your brand. It’s not a logo or slick brochure alone. Instead it’s the impression people have about your organization.

I recently read an article from Forbes talking about the importance of brand in keeping people engaged with an organization. And as I sifted through the business-based article, I couldn’t help but insert the church into the general philosophy being presented. If I were to take the basics and tweak them for churches, here’s how I think the advice plays out.

First impressions are everything.

Foundational thoughts stick with someone for a long time. A bad experience taints any future good. Conversely, a good first impression gives you more leeway in the future if something goes wrong. As a church, that’s why it’s so important to orchestrate the experience a first time visitor has in your church. From greeters; to in-service welcomes and explanations of what your church believes, the experience has to be genuine to who you are. And beyond your church walls, whenever your church is serving make sure volunteers realize every action they take is forming an impression with the people they’re serving. Negative attitudes or stubborn opinions reflect your church negatively and that’s the message that will spread about your congregation.

Being active in making your community better is key.

People want to see that your church is working for social good. The great news is that’s at the core of the gospel. A congregation perceived as a place for members only who don’t do much outside of their property lines will have little chance of building a brand the community embraces.

Be true to your word.

Do what you say you will. As the author of the Forbes article wrote, “If you make a promise and it’s not kept, then the initial promise you made was a lie.” If you say you’re a church who welcomes everyone, then you have to create a culture that supports that. If you preach that you’re about helping the poor, then you have to establish programs to do it. If you promise your congregation that signing up for the weekly email is the main way to stay informed, then that email needs to be delivered every week with great quality. Everything you do says something about who you are. Your brand is stronger when your actions match your words.

Supporting people’s ongoing needs are at your core.

Once someone is a part of your church community, whether in the congregation or through community service, that’s not the end of the process. Thinking about ongoing need not only commits you to service goals, it shows you truly care. When someone sees your sincere heart, they can’t help but share the news of it with others, which grows your influence.

All of this builds trust and credibility, which matters.

As you commit to all of the items already mentioned in this post, you’re earning points with people. When you’re consistent in who you are, how you act and what you believe, people begin forming the right opinions about you. That’s brand building. And the stronger your brand gets, the more credible it is. And credibility breeds trust. You become dependable to your people and to those you are serving. If you can’t earn the trust of others, your church will never reach its full potential.

Filed under: Branding, Visitor's Perspective

About the Author

Jerod Clark

Jerod joined ReFrame Media in 2007 and built Church Juice from scratch. He poured all his passion for branding, marketing, and messaging into the ministry, publishing e-books, blog posts, and speaking at conferences to help churches energize their communications. He also served as ReFrame’s in-house graphic designer. Before beginning his work at Church Juice, Jerod was a local TV news reporter. In 2016, Jerod stepped away from the ministry to pursue interests in marketing and communications on new horizons.

Don't miss a post

Join our email list

Comments (2)

  • Colleen Moore
    12:52 PM
    Thu, Mar 17, 2016

    Thx for taking secular wisdom and tayloring it to the church. We have been experiencing a period of growth that has inspired us to make changes in many areas including branding. Our tag line is just a tag line if we can’t find a way to live it as a church. There’s some great thoughts in your article to get us thinking and moving in a better direction.

  • Benson Akinnagbe
    5:42 PM
    Mon, Mar 21, 2016

    Thanks for this write-up. I learnt a lot from the short message.

Leave a Comment

Share your thoughts about this blog post with us.
All fields are required.

Recent Posts

Why Your Church Needs a Brand
Why Your Church Needs a Brand
0

Posted November 6, 2018 by Robert Carnes

Branding can feel like a bad thing within the church. In reality, that’s not the case. It’s not in the Bible so why do we need to talk about it? How we represent ourselves can impact who we’re able to build relationships with.
What is Branding?
What is Branding?
0

Posted November 1, 2018 by Bryan Haley

Whether you realize it or not, your church has a brand. What is a brand? What can you do to help your church’s brand?
After the Event
After the Event
0

Posted October 30, 2018 by Joe Gallant

You've followed all of Church Juice's tips for planning a church event. Promotion has begun, logistics have all been organized. There's a real buzz around the church and community, and people are excited about attending. So what now? How do you plan for after the event has taken place?
Maximizing Christmas Eve
Maximizing Christmas Eve
2

Posted October 18, 2018 by Ernesto Alaniz

Many churches have learned the impact of a special holiday gathering. Christmas Eve may be the easiest invite to our unsaved friends all year. Here’s some things to consider as you plan your gathering.
The Best Form of Marketing
The Best Form of Marketing
0

Posted October 16, 2018 by Bryan Haley

There are a lot of ways you could be advertising for your next outreach event. Here’s the best way you can communicate what’s happening at your church.
Sharing Church Photos Online
Sharing Church Photos Online
6

Posted October 11, 2018 by Bryan Haley

Sharing images and video of events is a great way to share stories and celebrate what's happening in your church. But that also means we need to talk about privacy, expectations, and good practices.
The Real Mission of Big Events
The Real Mission of Big Events
0

Posted October 9, 2018 by Jeanette Yates

We want our church to be missional. What if our big attractional church event is actually vital to the mission?
How to Use Social Media for Outreach Events
How to Use Social Media for Outreach Events
1

Posted October 4, 2018 by Jordan Gorveatte

Social media and the internet mean there are ways to draw people into your church’s events that are relatively easy and extremely cost-effective. As we discuss how to use social media to draw people in for these events, we’ll identify three steps: inform, compel, and invite.
Planning Your Fall Outreach: Think Follow-Up First
Planning Your Fall Outreach: Think Follow-Up First
0

Posted October 2, 2018 by Bryan Haley

We put a lot of time into our fall outreach events, bringing new families to our church. But what happens after the event is over is just as important as the lead-up to the event.
Where Do You Struggle?
Where Do You Struggle?
0

Posted October 1, 2018 by Bryan Haley

To start out the last quarter of 2018, we're asking you 5 quick questions.