Browse
Branding Beyond The Logo

Branding Beyond The Logo

Posted May 20, 2015 by Jerod Clark

It’s a common mistake to think branding is done when your logo is created.  It happens all the time in churches and plenty of other organizations.  But stopping there is an oversimplification of what branding truly is. 

Yes, a logo is an element of branding, but your brand expands beyond it and is the total experience people have as they get to know your church. They’re forming opinions with every interaction big or small. 

So when you don’t look beyond the logo, here are some of the pitfalls that could happen.

  • You don’t create a consistent experience across all touch points. While a good logo graphically expresses who you are as an organization, it doesn’t have optimal impact just by itself. Building an engaging brand means being intentional about everything you do to make sure it ties to your vision, emulates your culture and represents who you want to be as an organization. A great logo doesn’t guarantee greeters will be friendly and welcoming. Nor does it automatically mean all your other communications pieces will match or look consistent. When you stop after creating a logo, you’re not thinking about the rest of your branding even though it exists.

  • You miss out on tough conversations that actually lead to good change. You might be thinking, “Why would I want to encourage tough conversations?” Well, it’s often the hard conversations that produce the most rewarding results. Just commissioning a logo to check it off the to-do list might mean you didn’t take the time to talk about your church’s mission, vision and culture. It can be challenging to talk about these things because it might mean some tough changes have to happen to be the best church you can. But starting with these conversations will not only give designers something to work with in creating a mark that expresses who you are, but more importantly it also helps you build a stronger overall brand.

  • You’ll have a bad logo. Any organization can get a cool looking logo, but the churches who take the time to make sure it expresses their essence have something that is far more impactful and meaningful. Churches that just create a logo without strategic thought often end up with something that doesn’t represent, differentiate or identify who they truly are. It might be too generic or embrace a style that doesn’t fit the look and feel of what the church is actually like.

 

Branding work isn’t easy or a single step.  It’s also not a throwaway task. But when you take the time to strategically think through the process and create a logo, you’ll have something that is a base for a much more effective, church-wide brand.

Filed under: Branding, Logo

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)

  • Eric Dye
    4:39 AM
    Thu, May 21, 2015

    Excellent thoughts. Branding and logos are not as easy as mocking something up in Photoshop. There is a lot to think about.

  • Evelyn Kinig
    8:32 AM
    Thu, May 21, 2015

    I’m the director of a pregnancy crisis center and our logo has been around since before I arrived on the job. I do feel we need to define who we are through our logo which does not reflect it. It does not reflect we are faith based. This is very important to me. I am amazed how little attention is given to it. Yet we want to use it all the time. I am still learning how to be out in the community and have our logo speak for what we do. Your piece was very helpful to me and I will pass it along to my board of directors. Thank you!

Leave a Comment

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

Recent Posts

Top 5 for 2018
Top 5 for 2018
0

Posted December 13, 2018 by Bryan Haley

2018 is coming to a close, but before we jump into the new year, we want to take a look back at some of this year's most popular articles.
How Much Time Is Enough Time? Best Practices for Church Event Timelines
How Much Time Is Enough Time? Best Practices for Church Event Timelines
2

Posted December 11, 2018 by Jeanette Yates

Churches often underestimate the amount of time needed to share information about, or promote events and services. Doing this can not only frustrate your team but hinder volunteers and attendee participation. Here’s how to make sure your communications are timely and effective.
How to Run an Effective Team Planning Meeting
How to Run an Effective Team Planning Meeting
0

Posted December 6, 2018 by Carrie Evans

A yearly planning meeting can help your team align, have fun together, invigorate your vision, develop a communications plan, and break down ministry silos.
Getting Strategic With Your Church Blog
Getting Strategic With Your Church Blog
1

Posted December 4, 2018 by Joe Gallant

I get asked, “Should we have a blog on our church website?” My usual answer is a helpful “maybe!” Let’s explore some of the common pitfalls, and some helpful strategies for making the most of a church blog.
Why Branding?
Why Branding?
0

Posted November 30, 2018 by Tyler Rominger

A good brand (and brand strategy) can bring a sense of purpose and focus to an otherwise rudderless operation.
Brand Guide Examples
Brand Guide Examples
0

Posted November 22, 2018 by Bryan Haley

Here are some great examples of brand guides. Use these examples as inspiration as you develop your own guide.
Who Are You?
Who Are You?
0

Posted November 20, 2018 by Joe Gallant

What does it mean to brand your church in the digital age? Here are some helpful tips on creating and applying a brand across multiple formats. Hint: it’s about more than a logo!
Logos Don’t Have To Be Literal
Logos Don’t Have To Be Literal
3

Posted November 15, 2018 by Jerod Clark

A great logo for your church is one that reflects who you are; it doesn't necessarily need to be literal.
Branding is Not a Bad Word
Branding is Not a Bad Word
1

Posted November 13, 2018 by Chris Hunt

Brand isn’t a bad word and your church can make good use of branding principles. Good branding is authentic and consistent. It’s easy to overthink your brand, so keep it simple.
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.