Every well-known brand has a specific way they market to their consumers. Through colors, design, and mood businesses for years have created a culture geared to specific tastes. With awareness of a brand comes the ability to recall it, even when given a little information, as is illustrated on the Unevolved Brand website. Businesses use specifically orchestrated strategies foster brand recognition.
Why does our church need a branding strategy?
Often, churches fail in adequately developing an effective brand strategy, because they do not see the need to create an image around themselves. Many times, this is a reaction to a fear of becoming fake or too worldly. A branding strategy can help to solidify a church’s identity and separate them from appearing like the world around them. When a church develops and uses a branding strategy, they are communicating, both internally and externally, whom they are and what makes them unique. A church brand allows people to quickly identify and associate a message with the church that delivers it.
Here are three simple ways that you can begin to develop a branding strategy:
1. Choose a Standard Font
Typography creates a mood. Look at the difference between Comic Sans and Helvetica and you will find a stark contrast in the message they are trying to communicate. Though font choice appears to be a simple decision that matters little, when a church begins to use the same font on everything they produce from bulletins to posters, a branding strategy is ready to begin. Vary sections by using bold and italic text. Alternatively, play with font size and spacing to add contrast while maintaining a style.
2. Find Representative Colors
Colors the quickest way consumers identify a product. Churches can foster awareness of their impact within a community, when they begin to use a standardized color scheme. A great example of the awareness of colors is within the college sports arenas. You can quickly tell what team a fan is routing for by the colors on their shirt, and sometimes, even their skin. The typical Super Bowl Sunday sermon admonishes fans for not having the same enthusiasm for the church as they do for their team. However, are we, as a church, providing them with the tools to demonstrate their passion? What would your congregation wear to represent your church?
3. Create a Logo
I hesitate to write this, because a professional logo designer should do this. However, in order to create a brand that is unique to your individual church, this is essential. Your church’s logo should not be your denomination’s logo. It should not change from different types of media or throughout the year. I cannot stress how vitally important that this should be done by a logo designer. Before contracting a designer, look at their portfolio and speak with them to ensure you are able to work together. A cost is involved with this step, but it will help to create a unique identity of your church.
Where to Go From Here
Begin a conversation within your church about identity and branding strategies. Gain inspiration by evaluating these great branding strategies from some of the best in the business:
About Tim Shangle
Tim Shangle is the Interactive Media Developer at Asbury Theological Seminary in Wilmore, Kentucky. He has extensive experience working within large academic institutions to create cutting-edge media. He enjoys creating fully responsive sites powered by WordPress. Tim has also authored the ebook 5 Easy Steps to a Church Website, and the resource Surviving the Hunger Games, a conversation guide geared towards youth groups.