This is post #5 in a short series on church branding.
You church desperately needs something. Your church needs fresh customers who can try your product and tell you what they experience. You’ll quickly be surprised to find out how everything about your church or brand is communicating something to your customer.
Stop and think:
What does your landscaping communicate?
What do your never-ending announcements communicate?
What does your “under construction” website communicate?
What are your greeters or lack of greeters communicating?
What does that overflowing trash can next to the nursery communicate?
The list can go on and on, but the bottom line is that everything is saying something. You and your team must start paying attention to what your customer is hearing and then do something about it.
The same principle applies to your brand and its components:
What does your font selection communicate?
What feeling does your color scheme give?
What are the priorities guests pick up through your pictures (or lack of)?
Many churches fail to develop a strategy behind their details. Take for example how this plays out in church. Everything about your service is creative but the offering time is dull. People walk into a creative environment but the altar room is bland and lifeless. You advertise that all are welcome but visitors are confused as soon as they get to your building because there’s no signage.
The examples could go on and on. So what can your team do? Start by getting fresh unbiased opinions. Specifically look for instances where your details are contradicting your core values. You strengthen your brand when you remove these inconsistencies.
What are some examples you’ve seen where a church is saying one thing but communicating something totally different?
In post #6 we’ll look at possibly the most important aspect of your brand – your logos.