The process of introducing a new logo to a church is discussed in this episode in a way that builds momentum toward the vision for the future. When a new logo is introduced with a fresh vision, most people will resist it naturally. However, you can be strategic to allow people to see the need for change so they can feel like they are a part of something bigger than themselves.
Show Notes:
Three Rounds to Effectively Rebranding Your Church
If done well, the rebranding can bring new energy to the church with anticipation of greater things ahead. A strategic rollout allows the new brand to be adopted over a period of time, which will make people more comfortable. Typically, these brand changes take place over the course of six months to a year.
A church should commit a solid budget to get things rolled out properly by creating media to support the change. The leadership will need to push the new brand messaging in meetings, sermons, and interactions while using media to make the vision front and center.
Brand identity design elements should be introduced in three rounds to allow for a healthy rollout process. This approach will enable a smooth transition, allowing people to become comfortable with the new brand over a designated period of time. The three rounds are:
1. Internal Launch
2. External Launch
3. Evaluate and Proceed at a Higher Level
The first round is for the internal launch within the church, and the second round is for the external public launch in the community. Round three is a period of time where a new normal is established. Each round requires about two to three months.
The first two rounds include a wave of communications media associated with them so the vision can gain momentum. Once the internal and external launches are completed, the church must then have a transition period in round three, where the surge of media is evaluated into a normal state moving forward.
Many times, a church will gain momentum during a brand rollout in rounds one and two to the point where they decide in the third round to establish a new normal where creating media is a common practice moving forward.
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