Why Your Church Should Brand Itself

Does your church value the importance of branding itself in the community you seek to reach?  If not, why?  While most pastors, staff, or congregations do not seek to become a brand you will be branded whether you like it or not.  Let me elaborate.

We attended a church about 10 years ago that was one of the largest in its denomination.  This church had some great ministries, did a few things in the community, and expressed that their mission was to “know Him and make Him known”.  When a survey was taken in the area do you know what this church was “known” for?  It didn’t have anything to do with Jesus but that it was the big, rich, white church with cliques…and the sad thing is they were absolutely right!  The congregation marketed a “Gospel-centered church” but the reality was they were labeled as a “self-centered church”.  They have been trying to change this image but it’s going to be difficult to re-brand.

Your church needs to needs to take branding seriously because people are going to attach a label to you.  What do you want to be known for?  What do you want people to think of when they hear your name?  While you may not be able to control every interaction you will ever have with people inside and outside your church – you can do your best to ensure that you help people “place” the right label on you. 

In a time where churches and Christians are getting hammered with bad press and tagged with negative stigmas we should do our best to brand, build, and communicate a new image that reflects God and our mission to the best of our abilities.  Don’t let your brand suck!