If you haven’t tried to rebrand your church in the last five years, your ministry is dated.
Rebranding is one of the most worthwhile investments you can make in 2018 to increase your effectiveness in reaching people far from God.
Trying to rebrand your church is much more than creating a new logo—it involves identifying who you’re trying to reach, positioning them as the hero in your church’s story, and aligning everything (logo, font selection, color pallet, signage, etc.) to speak to them.
Right now, there’s no church out there more in need of rebranding than ours.
Our website is clunky and dated. We have this mishmash of colors, verbiage and fonts all over the spectrum. When you get to 400+, it’s common to have a “federation of sub-ministries” as Bill Hybels calls it, where everyone is off doing their own thing regarding external facing marketing collateral.
For us that day is over. Between now and Easter we’re conducting a top-to-bottom rebranding effort here at CCV to bring consistency and uniformity across our entire church.
9 Steps to Rebrand Your Church
My guess is you’re probably due for a fine-tuning yourself. If so, here are nine steps I always encourage Senior Pastors I coach to take. They may help you.
1. Have staff and elders complete 200 community-wide door-to-door surveys which ask the following three questions:
Community Survey Questions to Rebrand Your Church
• Do you attend a church more than two times a month? (If yes, tell them thank you and move on. DO NOT FINISH SURVEY)
• If you were to consider going to a church, what kinds of things would they have to offer to get you to attend and come back a second time?
• On any given week what things do you and your family members participate in? Besides work? Like activities, groups, social functions?
(Do not hand them anything at this point. Or invite them to church. Nothing. Trust me on this. Just say “thank you” and be on your way.)
2. Create an avatar that will serve as the prototypical couple in your community. Based on your community surveys, determine the age of this prototypical couple. Number and age of kids. Greatest needs, wants, weaknesses, desires, etc.
3. Once this information is in hand, buy copies for all staff and elders of Donald Miller’s Building a StoryBrand. It is hands-down the single best book for ministry I have ever read. Period. No exaggeration.
4. Create an overall BrandScript (Donald Miller language) for the church, then one for kids, students, adults and worship departments.
5. Adjust the profiles you initially created of your prototypical couple based on your BrandScript.
