Every company has one. There are entire departments dedicated to it. Anywhere from one to hundreds of people are employed to ensure it is what it should be. An entire industry of consultants and business has been built upon it. Brand. The dictionary defines it as, “a word, name, symbol, etc., especially one legally registered as a trademark, used by a manufacturer or merchant to identify its products distinctively from others of the same type and usually prominently displayed on its goods, in advertising, etc.” Brand is all about being identified by or with something. And churches are no different.
Churches are seeking to be known for something. They desire to be recognized by certain characteristics, certain truths. Whether it be correct teaching, compassionate living, aiding others, educating, or any number of other things. The truth is churches are seeking to have, make, build, or develop a brand also. This is especially so for churches whose heart is to reach those far from Jesus, especially the next generations. But there is a danger lurking within the idea of brand.
“…it’s not so much about what you’re doing for charity, or the actual effectiveness of those efforts. What matters is that you are perceived as doing something.”Justin Poythress
Before people are willing to get to know you, they want to know what you are for. This is true even of, and maybe especially so, of churches. The pressure is on like never before. And churches are not immune. They desire to reach people with their message. They want to make a difference. But what is the message? What is the brand for the church? This is the question Justin Poythress peels the layers back on in his article “How’s Your Church Brand?“.
In a recent podcast I listened to, the topic of brand came up, and the destruction that has come from a church, whose focus on brand was misguided, is far reaching. There were lives impacted, souls misguided, and a beautiful message distorted in the process. But it doesn’t have to be that way. What are your thoughts on the idea of church brand? Should churches have a “brand”? If so, what should it be and why?
As always be with the Lord’s people on the Lord’s day.
Until Next Time,