Church Branding Clarity Needed for Growth

Church branding clarity needed to grow is all about the perception people have in your community.

How can your church become a people of shared mission and purpose, where everyone is able to clearly communicate the church’s vision in a way that is attractive and authentic? That might sound impossible at the moment, but we can help you get there.

Leading and marketing a church toward growth is no easy feat. God has called you to ministry, so it’s certain that he’s also equipped you with a heart for people and a purposeful vision for your community, but it’s often difficult to identify that vision and communicate it in a way that others are drawn to.

Our goal is to bring laser focus to your church’s God-given vision and help you create the systems needed to grow and sustain that vision.

Clarity of vision + effective support systems = church growth.

3 Branding Concepts That Drive Growth

Here are 3 major branding concepts to help you cut through the fog and shine the spotlight on what really matters for your church community.

1. Perception
2. Culture
3. Target Audience (this drives everything)

Perception = Brand

Your brand, simply put, is the perception people have of your church.

Whether you know it or not, your church already has some kind of brand. People have a perception of your church (either positive or negative). Most churches don’t lead with intentional branding so the community’s understanding is based solely on information they’ve heard from others who have previously attended. If those attendees haven’t grasped the vision, your church loses ground in the broader community.

And the Lord answered me, and said, write the vision, and make it plain upon tables, that he may run that readeth it. – Habakkuk 2:2

If you confuse people, you lose people, but clarity and consistency create trust and invite commitment. The branding process boils down to documenting your vision so others can understand it, embrace it, and run with it.

When your church has a brand strategy in place, you’re able to create an accurate perception in the community through marketing that is genuine and resonates with truth. As a healthy church culture develops around the clarity of the vision, powerful momentum for growth emerges.

Your church brand is built when every visitor can understand the vision and when the experience they have matches what they’ve heard from others. It’s attractive. It’s trustworthy. It’s “sticky.” People desire to be a part of a vision they can quickly understand.

How to Begin

Unfortunately, most church leaders ignore conscious branding and see their church decrease in effectiveness year after year simply due to a lack of clarity, but it doesn’t have to be that way. I’ll guide you through action steps, helping you become strategic about your perception, while moving your church toward growth.

The process starts simply by getting a brand guide in place to clearly define your church’s vision. In the branding guide resource we provide for you, there are 5 sections that address the vision you communicate to others.

1. Brand Identity
2. Brand Strategy
3. Brand Voice
4. Brand Visuals
5. Brand Execution

Working through these 5 areas will help you clarify your vision and begin building the support systems to uphold it.

You can get the branding guide document here if you don’t already have it. My challenge to you is to create your own brand guide for your church by using the free resource we’ve provided as a model.

Thanks,
Michael Persaud

P.S.

If you would like to take action toward building the right perception in your community, then take this next step:

• Complete your own branding guide document for your church (free download).
• Take a look at our previous article on your church’s target audience.