The Most Recognized Church Brands: Part 3

Branding is important to us -even church branding!

I was amazed at how many views we had on this current post and I suspect that some people were really looking for the “Top 25 Church Brands of 2007″ or another list of innovative, killer churches. However, this really wasn’t my goal.

I wanted to learn what churches stood out in your mind and the one thing (position) they are known for – in your opinion. It really didn’t matter if they were the well known churches or the small churches in our community who have never made the cover of Outreach Magazine or Rev! The idea was to just see what “church brands” meant to you.

There is no right or wrong answer. Well actually there is. My goal was to see if readers would be able to name a church and tag them with a brand position that exemplifies Christ.

Is your church or their church known for biblical teaching, serving others, or equipping leaders? Or is yourtheirs, known for being flash and pomp, outlandish sermon series, or a kick-butt communicator? Does your church or their church have the right brand image for the people in the community? Is the church that some of you responded with (or at least thought of) one that is meaningful or one of fluff? Let me elaborate. church or

I love branding. I believe that churches should be the best they can be through (gulp) marketing and communicating. I feel that churches should take the same tools the secular world uses and use them for God’s glory. But after conducting research on the fastest growing churches, or the most influential, or the most innovative – and after seeking out smaller churches or church plants through conversations and recommendations – I don’t run across too many churches that have a true church brand worth sharing.

It’s not because these churches are bad or heretics (well maybe a few). It’s not that I have a beef with any of them or dislike them. It’s just that over the last few years more churches have become so consumed on believing that technology, gadgets, slick marketing, or cool props in worship is what makes their church special. The position of cool, innovative, postmodern, emerging, relevant, or hip has become their word – their sacred mantra…their brand.

Here’s a story.

I was invited to a well known mega-church in Oklahoma City a year ago to check out their service. I introduced myself to one of their leaders and for all of 10 minutes I got to hear about their light show, rockin’ band, smoke machines, and all the cool features that a postmodern church could afford to spend on. Not one time did I hear about Jesus, changed lives, serving the community, discipling strong leaders, or anything that had to do with building His Kingdom! It made me sad.

I want to hear more stories of people who say “that church rocks because they are so committed to biblical truth”, or “this church is awesome because they practice what they preach”, or “that is the church who is always willing to serve”. Why? Because I believe with all my heart that what the world needs is not another Starbuck’s Church but that we need more Christ-centric churches. This is a true church brand worth sharing.

Yes, use technology and branding and outside the box sermon series but if these things don’t help you to communicate the true “brand” of a church or point back to Jesus Christ then it is all for nothing.

I’ll wrap up by saying this: Being relevant in an always moving culture is great and it’s important, but giving up the foundation of what it means to be a church for the sake of being a hip church brand isn’t. Or let me word that another way. If people in your community only see your church or their church as the coolest worship experience in town; if they can only talk about the flame-throwers and Pink Floyd laser light show; if they only mention that your church has an excellent communicator; or that you are the rich, white church that never gives a damn about the community – then that church brand sucks! I believe a true and worthy church brand is one where people in your church and the community can always (regardless of being a messy church and all are) point back to or reflect Jesus Christ.

What does or will your church brand represent?