I thought about writing a 5 step program or seven point bulleted list on great tips for branding or marketing your church but here’s what I decided – one main point is what you really need to know. Do you want to know what that is? Then read on…

I’ve primarily been helping churches to communicate through brand identities, print and web media, and buzz marketing campaigns for the last four years and without fail I always get some contacts or inquiries who ask me the golden question:

“How can we be like __________________?”

You can insert Mars Hill of Seattle, Granger Community Church, National Community Church, Life Church.tv, Elevation Church, and whoever else ad nauseum. And here’s my answer – YOU CAN’T! Nor should you want to try in any way. It absolutely has nothing to do with these churches. It has everything to do with being yourself!

I have grown weary of church marketing, church branding, and church design because it is a rare day where I visit with church leaders and church planters who tell me they just want to be true to themselves and want to communicate the uniqueness of their church. The best example I can give you of this rarity is The Dialogue Church and Steve Jesmer. Steve is radically different and I love it! From day one he has always desired to be what God has called “DC” to be – even if that means insane ideas, failure, blank stares, or slow growth (and yes, there were some ideas that I thought were just plain crazy) – but every time I get the opportunity to visit with him it is refreshing and a blessing! Steve Jesmer is authentic.

That’s how all churches need to be. No, I don’t mean like Dialogue Church but the focus to be true to your brand or flavor, regardless of the outcome. I’ve seen many churches preach authenticity and “being real” but it’s all a facade. They seek to become the next “Innovative Church in America” or want to walk in the shadows of the big dogs. It’s time to just be “brand you” whatever that looks like; small, medium, large, innovative, technologically challenged, hip, not hip, etc. Look at the best of what is on the inside and be that and not someone else.

So my point is this…be yourself! It’s OK to use strategies, ideas, and input from other churches but make sure it fits your church and your style. Don’t copy another website, sex series or provocative campaign because Tony’s church got some killer buzz. Don’t be a poser. Figure out who your church really is and communicate it. It’s absolutely the best thing you can do for branding and marketing.