Recently, we talked about the importance of developing a brand for your church. In part 2 of this blog series, we’re going to jump into the details how you can develop and use church branding -- on your church websites and all through your church communications. It starts with…
Writing a Brand Positioning Statement
A brand positioning statement is a brief, one-to-three sentence documentation of who you are, what you do, and why you do it. A summation of fundamentals. This internal-use-only tool will help define your brand and guide your activities.
There are lots of questions you can ask your key leaders, and even some congregation members, to get a handle on your brand and draft an early version. Here’s a few to get the ball rolling:
- What’s our primary reason for existence? What are our strengths?
- What are we known for among our congregation and community? What do we want to be known for?
- How do people feel when they interact with our church? How do we want them to feel?
- If our church were summed up in a single word, what would it be?
Okay, so you’ve answered some questions and written a brand positioning statement. Now what?
Develop a Strategy
You’re committed to the idea of branding, you’ve got a mission statement, it’s time to make a plan. Don’t rush onto the field just yet. Here’s a three-step process that will help you establish and maintain a successful brand.
Step 1: Consult Your Executive Leadership
Present your findings and statement to your Senior Pastor and executive leadership team. Getting their feedback, and gaining their buy-in and trust, will ensure you’re on the right track from the beginning. They can help you shape what the brand stands for, formulate some common goals, and firmly stand behind your implementation of some guidelines.
Step 2: Enlist Help
You certainly don’t have to be the Lone Brander. You are, after all, only one person. Going it alone runs the risk of being the Soup Nazi always barking, “NO! No soup for you!” Enlisting the help of assistant coaches among your staff and key volunteers will raise their commitment, multiply your efforts and amplify your reach.
Step 3: Stay in the Game
Remain committed and consistent with your oversight and coaching. The practice field is where you prepare for the playing field. Schedule regular huddles to encourage and train your assistant coaches in whatever rhythm works for you. Discuss areas of opportunity, thank them for their commitment to the team and offer any support they may need from you.
Compile a Playbook
Style Guide
One essential play for your playbook is a visual communications style guide. Educate your team on the proper use of your logo, slogan, fonts, colors and agreed-upon use of ministry terms. Uniformity in this tangible expression of your brand will go a long way. Yes, we love Sister Mary Margaret, but she shouldn’t stretch your logo sideways like that. Help her, please.
Your Church Website
Your website is one of the most critical ways your church is expressing its brand both tangibly and intangibly. Potential guests who have found you in a search result will decide within just a few seconds whether they will pay you a visit.
- Is your site visually appealing, easy to navigate, and responsive to multiple devices?
- Are your pages consistent with the use of graphic design, copy length and verbiage?
- Are your pages completely up-to-date and free of broken links?
- Does your content seamlessly tell a compelling story about your church’s ministry?
