People have asked if and why they should brand a church plant. Is it really necessary for a church to try and use the same methods or tools that Starbucks or Harley Davidson has been successful using? And after all – can a church really be a brand?
If you have any interaction with a live person over the course of your life-time they will form some type of opinion about you. They may think you are the coolest thing since sliced bread or as hideous as our current gas prices. It will depend on ‘the experience’ they have with you. [Now I have to say I am sick of that word because so many churches are scared to call worship “worship”…instead it has to be an experience – as if they hand out LSD and black lights. But that’s another story.] The deal is that people will have an experience with you whether you are a business, a person, or even a church. They are going to place a label on you and it is important for you help them to choose the proper label that matches who you are and what you are about. That’s just a part of what is called branding.
So should a church plant “brand” itself? Absolutely! I am not saying that you should leave God out of your church or place more of an emphasis on the right image over what the Holy Spirit is leading you to do. What I am saying is that if you can create positive connection points to the people you are trying to reach through personal interaction, a website, your identity, or through worship – then it would be extremely beneficial and advantageous to do so. There is nothing wrong with that!
As for churches being brands…have you heard of Willow Creek, Saddleback, Mars Hill Fellowship, Lakewood Church, LifeChurch.tv, or Fellowship Church? Most church people have and most of these names will bring some type of image to mind. While these churches are considered mega-churches, there are also smaller churches in your community that someone could name and connect with positively or negatively. Which one would you rather be experienced as?
Go ahead and brand your church plant. Make the most of every opportunity to communicate a positive, accurate, and lasting impression in your community or to the world.
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