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

Say it Like You Mean It
Say it Like You Mean It
0

Posted July 16, 2019 by Joel Gorveatte

We can often be frustrated by a lack of engagement with what we are wanting people to know and do. What if that could change? Here are 4 questions to answer before the next time you communicate.
Won’t You Be My Neighbor? A Guide to Reaching Out to Your Community
Won’t You Be My Neighbor? A Guide to Reaching Out to Your Community
1

Posted July 9, 2019 by Kristen Eleveld

You want to help your church be part of its community—but how can you make that happen? Here’s how you can reach more people in the neighborhood and on your church campus.
Communications Isn’t Sexy
Communications Isn’t Sexy
0

Posted July 2, 2019 by Owen Scott

When we think of our dream job in communications we have a pretty sexy picture in our mind. Lattes, hand-lettering, and designing to our hearts content. But communications is not sexy. Sometimes it can be downright painful. But is it worth it? I’d think so.
Step by Step Process to Keep People Engaged Through the Summer
Step by Step Process to Keep People Engaged Through the Summer
0

Posted June 27, 2019 by Tyler Rominger

Here are four simple steps to surround your ministry with a healthy level of enthusiasm and interest throughout the busy summer months.
The Case for Apps
The Case for Apps
0

Posted June 25, 2019 by Ernesto Alaniz

A well-executed app can drive engagement, increase connection, and bring true blessings to many within and outside our walls.
No, Your Church Doesn’t Need a Custom App
No, Your Church Doesn’t Need a Custom App
2

Posted June 18, 2019 by Bryan Haley

For many of us, we’re tired of our church being “behind the times.” We want our church members to have better access to the multitude of information, content, and communication available to them each day. So why not create a mobile app?
3 Ways to Reach Families with Special Needs in Your Church
3 Ways to Reach Families with Special Needs in Your Church
2

Posted June 11, 2019 by Kristen Eleveld

If you are struggling to think of ways to reach the special needs community in your church, you are not alone. Here are a few ideas to help you launch your communication campaign to include people and families of all abilities.
Fundraising in your Community
Fundraising in your Community
0

Posted June 4, 2019 by Tyler Rominger

We live in a culture that prizes actions taken on behalf of those that are in need. Invite your community to participate and invest themselves in their local church’s efforts. You’ll be surprised at how warm the reception to such a call to action can be.
Should You Be a Church Communications Specialist or Generalist?
Should You Be a Church Communications Specialist or Generalist?
1

Posted May 14, 2019 by Robert Carnes

Church communications pros often come in two different varieties: either you’re a specialist, or a generalist. That may be obvious, and you may already know which category you fall into. But it’s still interesting to consider if there are advantages to one over the other.
You’re Not the Boss of Me
You’re Not the Boss of Me
1

Posted May 8, 2019 by Owen Scott

Working in a team is essential to survival in ministry. But working in community is often easier said than done. Here are some practical tools you can put in place to lead effectively in your team environment.