The Business of Church Branding

Just as in non-secular business circles, church branding is simply an aspect of marketing. The goal here is to distinguish your church congregation from all the other congregations in the community. You're attempting to get a message out to prospective congregants as to the values and offerings that are unique to your church.

There are many ways to accomplish this as a goal. One way is to openly and purposefully talk about core values. In a business sense, this is equivalent to sharing your product. Clearly explain what the church's mission is and how it will benefit a prospective member. This should all be carefully articulated in the church programs and brochures.

We all know that action speaks louder than words. So the pastoral personality and message from the pulpit, the atmosphere, the music all play important roles in getting the 'product' message across. Indeed, this message branding even begins from the feeling and impressions projected as you are greeted in the church parking lot and ushered into the sanctuary.

With deference to the "higher power" served, a primary focus has to be on the congregants. Importantly, the intention is to recognize and specifically cater to subsets or niches within the congregation. These may include single parents, youth groups by categorized by age, or seniors for example. Tell that targeted story. Be flexible, because these 'niches' can and do change over time as the church and the surrounding community evolve. Even very small churches should have that focus.

Additionally, smaller churches should especially consider tapping the resources of other larger churches and draw upon skill sets of parishioners within those organizations. And depending on goals and resources, partnering with other churches - regardless of size-- can further extend the reach into selected memberships/target markets. When multiple churches pool their resources, the result can definitely have a larger impact on the communities served. This will likely result in church expansion, both individually and collectively.

Another major benefit here comes through simple exposure to other churches-- same denomination or not-- is the strengthening of cooperative faith and funding. Each church can still maintain its own identity. Brainstorming individually and together on common activities can result in unique, additional ways to serve community needs. Cooperative outreaches may include bulk purchases in food programs, shared daycare facilities, sheltering programs, and parenting classes, etc. Rather than land in obscurity, use consistency in communication as key to establishing church brand awareness.

Also, be willing to proactively connect with local businesses. First find out how your church may be of benefit to their company. For example, ask for and gain permission to discretely exchange and publish business information and church brochures with your respective clienteles. Find a way to make the information fun, interesting and useful. This has to be part of your public relations efforts.

Still, actually showing the community through outreach and involvement is the key to branding and growth. Show up to community events as just a 'regular' citizen, take action, ask to help (not for help), and follow through. Without taking all these steps and more, no one will recognize the uniqueness of your church. Implementing these activities first and then sharing a branded message, allows prospects to be attracted to your unique church offerings -- because of your own individual and collective efforts.