Church branding can help evangelize the community if done properly. As Christ-followers, we’re commanded to go into the world and make disciples; but many drop the ball.
How can church branding help evangelism? An effective church branding process leads 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 — that may bring someone to church or begin a conversation that can lead to more important spiritual discussions.
The problem?
The community has stopped listening to the church because they don’t feel we’re relevant or needed. So if we invite people to simply come to church, many quickly say “no.” And what’s worse, they won’t discover that Jesus is the ultimate answer to all of their problems. We need to become known for something other than being “church.”
Branding can help members understand their community and give them the words to share solutions. It may start by inviting them to the church that’s known for solutions, or it may open an opportunity for a gospel conversation — the way Jesus engaged with the woman at the well by talking about her relevant need: water. Then He made the eternal connection by asking if she would be interested in water that would cure her thirst forever.
Effective church branding will help evangelize by starting an engagement 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 evangelize when you’re known for the right things:
Good church branding focuses members on the community. John 13:35 says we’re to be known for love. Church branding centers on why God placed you in your community and how to love them — temporally first (to get their attention), then eternally with a gospel connection.
It makes the community look up. A conversation must start so the community will notice the church again. A great church brand does this by training members to talk about solutions to needs, concerns or goals. Speaking about their pain will always get people’s attention.
This engagement will usually lead to talking about solutions.
Benefits are often easier to discuss. Many don’t share about Jesus because they find it challenging to talk to friends about spiritual things. An effective church brand connects to immediate concerns (i.e., family, marriage, safety, finances) that can be easier to discuss. And the conversation often feels like love!
Then a member can invite them to the church (known for the temporal solution), so they can experience ministry that will ultimately connect them to the gospel.
A church “brand thread” connects to Jesus. What you’re known for (a beneficial thread) will get their attention. But that isn’t enough for the church! We need to use the engagement to introduce them to Jesus.
So a church should become known for a needed solution (church brand); then, once the community is paying attention, that engagement can introduce them to the Scarlet Thread of the gospel.
EDITOR’S NOTE — Mark MacDonald is communication pastor, speaker, consultant, bestselling author, church branding strategist for BeKnownforSomething.com and executive director of the Center for Church Communication, empowering 10,000-plus churches to become known for something relevant (a communication thread) throughout their ministries, websites and social media. His book, “Be Known for Something,” is available at BeKnownBook.com.
