7 Steps to Building Your Church Brand

Laura Ries, author of the excellent books The 22 Immutable Laws of Branding and The Fall of Advertising and the Rise of PR, wrote an excellent article titled “7 Steps to Building Your Nonprofit Brand” over at MarketingProfs — most of which can be applied to your church’s branding efforts.
My two favorite tips are: Creating a signature event and the use of color in your logo.

First, let’s talk about creating the “signature event.”

She suggests producing some sort of annual event, like Jerry Lewis’ MDA Telethon, that you could produce every year and in effect “own” in the minds of your audience.

She’s not talking about your annual Christmas musical, or Easter play. This is about differentiating yourself in the community. Be creative. Think outside the box.

Ask: What service could you perform for the community?

What about an annual awards banquet for the “most outstanding” fireman and policeman in your community? Take nominations on your church website. Then treat them to some nice gift that rewards them for their sacrificial service to the community.

Second, let’s talk about the use of color in your logo.

Ries gives the examples of Lance Armstrong’s “Live Strong” yellow armbands that are inspired by the Tour de France yellow leader jersey he wore so often. Or the color pink in association with breast cancer awareness.

She suggests using a “strong, singular color they can own in the mind.”

Using and owning one strong color helps differentiate you. For instance, I decided to brand this site with the color blue because the other major blog site talking about church marketing is branded with red.

I wanted to have my own identity and “be different.”

Pick a color that matches the personality of your church and “own it.”

See also: My recommended books for church marketing and branding in the CCP Bookstore.