4 Ways Church Branding Will Evangelize the Community
By Mark MacDonald
church branding strategist and consultant
Church branding can help evangelize the community if done correctly. As followers of Christ, we are commanded to go out into the world and make disciples; but many drop the ball.
How can church branding help evangelism? An effective church branding process gets members to start the right conversation by focusing on community needs, concerns, or goals; then identifies what the local church should be known for: solutions – which can bring someone to church or start a conversation that can lead to larger spiritual discussions.
The problem? The community has stopped listening to the church because they don’t think we are relevant or necessary. So if we invite people to just come to church, many quickly say “no”. And what’s worse, they won’t discover that Jesus is the ultimate answer to all their problems. We need to be known for something other than being “church”.
Branding can help members understand their community and give them the words to share solutions. It can start by inviting them to church which is known for its solutions, or it can open up an opportunity for a conversation about the gospel – how Jesus engaged with the woman at the well by talking about her relevant need. : the water. Then he established the eternal bond by asking her if she would be interested in water that would quench her thirst forever.
Effective church branding will help evangelize by starting a commitment that leads to the gospel. We just need to identify the “water” that will engage our communities.
Here are 4 ways church branding will help you evangelize when you’re known for the good stuff:
- Good church branding focuses members on the community. John 13:35 says we are to be known for our love. Church branding centers on why God has placed you in your community and how to love it – first temporally (to get their attention), then eternally with a gospel connection.
- This raises the eyes of the community. A conversation needs to start to get the community to notice the church again. A great church brand does this by training its members to talk about solutions to needs, concerns, or goals. Talking about their pain will always get people’s attention. This engagement will usually lead to talking about solutions.
- The benefits are often easier to discuss. Many don’t talk about Jesus because they find it hard to talk to friends about spiritual things. An effective church brand connects to immediate concerns (eg, family, marriage, security, finances) that may be easier to discuss. And the conversation often feels like love! Then a member can invite them to church (known for the temporal solution), so they can experience the ministry that will ultimately connect them to the gospel.
- A “brand thread” of the church connects to Jesus. What you’re known for (a beneficial thread) will grab their attention. But that is not enough for the church! We must use the betrothal to introduce them to Jesus. Thus, a church should be known for a necessary solution (church mark); then, once the community pays attention, that commitment can introduce them to the scarlet thread of the gospel.
EDITOR’S NOTE – Mark MacDonald is a communications pastor, speaker, consultant, best-selling author, church branding strategist for BeKnownforSomething.com and executive director of the Center for Church Communication, empowering over 10,000 churches to get known for something relevant (a communication thread) throughout their ministries, websites and social media. His book, “Be Known for Something”, is available on BeKnownBook.com.