What Is Branding?

Church Juice provides congregations with free resources, articles, and opportunities for training and consulting on church communications. Church Juice is a ministry of Back to God Ministries International, the media mission of the CRCNA.

For many people in the church, the word “branding” tends to sound a bit ominous. Many feel that branding is a business term and that is doesn’t apply to their church. While branding may have originated as a business term, it’s a concept that has permeated all of culture. Your church may avoid using the word branding, but the reality is your church still has a brand. So, what is a brand and why is it important for your church to pay attention to its brand?

At its very essence, your church’s brand is its identity. However, a brand is a two-folded concept. Your brand is something you intentionally convey to your congregation and community. But it is also how people, even those not connected to your church at all, perceive your church. Everything you do as a church influences your brand, whether intentionally or not.

Your brand is what people think about when they hear your church name. It’s what you want to project to people about who you are, what you’re for, and the values you care about. It’s how you communicate in every situation—whether proactively or reactively, whether the situation is specific to your church or has nothing to do with your church.

Still having trouble visualizing what I’m talking about? Here are some brands you know. What is the first thing you think of when you read their name?

• Coca-Cola
• Saddleback Church
• United Airlines
• Apple
• Walmart
• Lakewood Church
• Folgers Coffee
• Santa Claus
• The church down the street

Whether positive or negative, you have an opinion about and perception of each of those brands. Sometimes that’s influenced by the organization itself. Sometimes that’s influenced by news reports, your background, or other outside influencers.

That means we need to work hard to make sure our churches’ brands are positive ones. But how do you do that? It’s starts by being a positive influence in your community and making sure that you are consistent in how you’re communicating.

This month we’re talking about branding and how your church can build a better, more positive brand. If you haven’t yet, sign up for our emails. Get the latest Church Juice articles right in your inbox so you never miss out!