What are church branding tools? They’re tools you’ll use to communicate and accurately represent who your church is. They are essential in elevating your church’s reputation and visibility. Not sure where to start? Read on.
Church Logo
Having a professional-looking church logo is vital for your church. It visually represents your church and can communicate more in a glance than anything else you’ll do.
Elements to consider for your logo
- Make it recognizable and unique.
- Create a simple design and limited colors.
- Consider what a one-color version will look like.
- Be sure the Typography (font) is readable.
- Check that it doesn’t look like another recognizable logo.
- Be sure it works across all mediums (print, web, etc.).
If you need to see some successful churches and their logos, look at the Outreach 100 list. This listing contains the largest churches in America and may provide some good ideas.
Branding Guidelines
When creating your brand, provide guidelines for those responsible for implementing it. You’ve invested time and money into creating a professional look. Be sure your brand isn’t weakened from poor implementation of it.
Guideline suggestions
- Provide the positioning for your brand (vision, philosophy).
- Show logo usage examples (correct and incorrect).
- If there are restrictions on logo placement, size, or usage, identify them visually.
- Provide specific color palette information.
- Provide Pantone # (and approved CMYK info) for print.
- HEX and RGB for digital.
- Always provide a black-and-white version of your logo.
- Specify the authorized fonts, sizes, colors, weights, etc.
- If you have a specific layout for stationary, business cards, etc. provide templates for users.
- Voice
- Explain and provide examples of your brand’s voice.
- Create church descriptors – a short, informative overview of your church and its mission.
- Provide a boilerplate description, too. (These are great for online directories.)
- Provide usable words and words to avoid. (Preferred words may come from your mission statement.)
- Explain and provide examples of your brand’s voice.
- Include any other dos and don’ts that are important for your brand.
Messaging
All your messaging should support your mission. It should identify who your church is and what you believe. Two points to remember for your messaging – make sure it’s clear and simple.
- Identify and communicate what makes you different.
- Be sure your message resonates with your members.
- Support your mission and values in all your messaging. If it doesn’t fit your mission, why are you saying it?
What else?
There are many other branding tools that you may use. Here are some additional ideas to consider for your church.
Church Websites are the first place people look when considering a visit to a church. They are also where members look for information on holiday service schedules, events, programs, etc. Take advantage of this by making your logo and mission a central part of your website.
Testimonials (written and videos) are great for helping the community identify with your church. They may have had the same life experience or questions about their faith. It’s another way for them to connect.
- Existing members
- New members
- Church leadership and staff
Imagery (real photos and videos) is a way for potential visitors to see themselves in your church. Avoid stock photography. Take pictures around your church. Be sure to capture the diversity within your walls!
- During services and in the fellowship hall after
- At events and activities (holiday programs, the church picnic, volunteer activities)
- And at youth programs (be sure to have parental permission to use these images)
Printed Materials are something you may not consider part of your brand, but they should be. The visibility and distribution of your church’s printed materials may go further than you realize.
- Business cards
- Thank you cards
- Connect cards
- Signage
- T-shirts
Digital Tools can move mountains when it comes to brands. So make them a priority in your branding. The cost is minimal, if at all. The reach is exponential, and the impact can be dumbfounding.
- Church Website
- Blogs
- Free Internet directories (Google, Bing, Yellow Pages, Moz, Yelp)
- Social media (Facebook, Instagram, X, YouTube)
- Emails, texts
Sermons are another way to share the mission of your church. Church leadership has a great forum to communicate the importance of your mission, reminding those in the congregation that we each have a role in Building the Kingdom. Including sermons on your site can also spread the message outside of your church campus.
Conclusion
Branding your church should be done intentionally. It’s not something you’ll implement and forget. Appointing an owner to review materials and ensure all your messaging, content, and interactions accurately reflect your church’s mission is worth the investment. Building your brand isn’t hard. The hard part is being consistent in implementing it.
For help with your Social Media branding, download our Church Social Media Toolkit!
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