4 Must-Know Church Marketing Secrets

3. Your logo is not your brand.

  • Logos are a form of visual identity in church marketing and they matter.
  • Images and icons have a rich part of our faith—from the ichthus fish to the image of the cross.
  • Branding has been a part of culture for a long time to signify ownership.
  • Logos, in contrast, as we now define them, haven’t been around for very long.
  • Logos were designed as a way to give visual identity.
  • Logos are easily recognizable and are all over our culture.
  • If I show you a swoosh, an apple, or a lady that looks like a mermaid surrounded by stars, I can pretty much guarantee you’ll know what companies they represent.
  • But those are just visual icons and reminders.
  • The brand of Nike isn’t about the swoosh; it’s about the attitude of “Just Do It.”
  • The brand of Apple isn’t about the apple; it’s about the simple, easy-to-use, and elegant products they create.
  • The brand of Starbucks isn’t ‘the siren,’ but the feeling of a ‘third place,’ a space away from home and work where you can escape.
  • Logos don’t define brands, but the feelings they create do.
  • What feelings and emotions you have or what people say about a company, a service, or a church is what defines the brand.
  • Your brand is what other people say about your church or the people who attend your church.
  • “That’s the family church, they are the more traditional church…young people go…they are more conservative…”
  • Chances are that your “brand” in your community is strong. But it is something you need to pay attention to.
  • Brands are created and defined by experiences.
  • So, the way you influence what people say about your brand is by carefully evaluating the experiences you create.
  • Many church leaders spend a lot of time focused on their weekly worship services and what happens in the actual service. And that matters.
  • People’s experience with your church begins before they come into a service.
  • And, in some cases, it begins online.
  • Your logo matters as a visual expression of your brand, but your brand is defined by experience.
  • Is our logo just traditional or is it giving a visual representation that is compelling? Does it accurately reflect your church’s values?
  • In today’s culture, images and experiences matter.

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timschraeder@churchleaders.com'
Tim Schraeder is a church communications guy who is passionate about seeing the Church communicate and tell its story more effectively. For over 10 years he’s served churches as a communications director, most recently serving on staff at Park Community Church in Chicago. He presently serves as the co-director for the Center for Church Communication and is a branding and communications consultant with Church Solutions Group, working with churches and organizations across the country.