Changing your church’s name is one of the biggest branding decisions your leadership will ever make. And many pastors are considering it.
Done well, it creates clarity, builds momentum and helps your community understand who you are before they ever walk through your doors. Done poorly, it creates confusion, unnecessary conflict, and years of explaining why you changed it.
See more stories on church communications from Mark MacDonald.
Before you start brainstorming names, answer these 6 questions:
1. Why are you really considering a name change?
Be honest. Has your church changed? Have you outgrown your location (and need a name that works with multiple campuses)? Has your ministry focus become clearer? Or are you simply tired of the current name?
A name change should solve a communication problem, not satisfy a creative itch.
2. Should you remove your denomination from the name?
This is usually the first question I hear. Many churches assume dropping Baptist will automatically attract more guests because of possible negative perceptions from the past. Sometimes that’s true. But it’s rarely that simple. And are the unchurched really aware of things you are?
For many guests, a denominational name answers an important question before they ever visit: “What does this church believe?” A recognizable denomination can build trust just as easily as it can create hesitation.
NOTE: If you decide to remove the denomination from your name, be intentional about replacing that clarity somewhere else. Your website, especially your “About” page, should quickly explain your doctrine, values and ministry philosophy so guests don’t have to guess.
Don’t ask, “Should we drop the denomination?” Instead ask, “Will people understand who we are if we do?”
3. Who are you trying to reach?
Your church name isn’t primarily for members. It’s for people who haven’t visited yet, too.
Think about someone discovering your church on Google or driving past your building. Would your name make sense to them? Would it create curiosity or confusion?
The clearer you are about your audience, the better your naming decisions become. Start there.
4. What do you want to become known for?
Before choosing a new name, determine what you want your church to become known for in your community. So that you matter.
I call this your Brand Thread, but you may call it a slogan or tagline. Your name should reinforce that central idea, not compete with it.
5. Is your new name practical?
I’ve seen churches fall in love with names that become communication problems. It’s never as simple as you think.
NAMING TIPS: Choose a name that’s:
- Easy to say, spell and remember
- Clear rather than clever
- Available as a website domain (.com, .org, and possibly .church) and consistent social media handles
- Distinctive in your community
- Easy to find in online searches (not overused in the church world)
- Timeless enough to serve your church for years, not just the next trend
- Works with ministry names to define the ministries (don’t rely on branded ministry names)
BONUS: Here’s one practical tip many churches overlook: if possible, choose a name that appears near the beginning of the alphabet. Whether it’s an online directory, conference attendee list, or denominational listing, you’ll often be seen sooner simply because of where your name appears.
6. Have you listened before deciding?
Don’t choose a name from around a leadership table. Listen first.
Talk with members, guests and people in your community. Study your demographics. Ask outsiders what they think your current name communicates. Their answers may surprise you.
The best names aren’t invented in a brainstorming session. They’re discovered through listening. Especially listening for God’s guidance. Throughout Scripture, God perfectly used names. Listen to Him.
Changing your church’s name isn’t really about changing a name.
It’s about removing unnecessary barriers so more people understand who you are, what you believe, and why your church matters in their lives. That’s why it needs to partner well with your thread.
The best church names aren’t the most creative.
They’re the clearest.
EDITOR’S NOTE — Mark MacDonald is a communication pastor, speaker, consultant, bestselling author and church branding strategist for BeKnownforSomething.com.
