2020 turned one of the church’s greatest strengths - community and connection - into a challenge. Your brand plays a bigger part in connecting with your members and community. These four essential branding elements will help your ministry establish a brand that stands out in this digital age.
Story
Your ministry’s unique story is the primary element of your brand. It’s the reason people connect to your ministry and why they will stay connected. Why did God call your specific ministry to work in your community? Express your brand or ministry’s promise to your audience. You should set expectations for interactions with your ministry by sharing authentic and relevant content. Whether it digital or in-person, telling the story of your ministry is the most powerful branding tool you have. You’re sharing evidence of the effectiveness of your ministry and the impact you create in the world.
Personality
One important thing to remember in our new digital world is to be social. Your ministry and its brand need a personality that is attractive to your audience. The words you use in copy and the graphics you display are all a reflection of the personality of your brand. Consider this as you interact and engage with your digital community: is your ministry an exciting and in-your-face ministry or a calm and introspective ministry? Your brand’s voice should match the in-person experience people would have when they come to worship.
Graphics
What do people see when they see your church’s brand? A better question would be, “what do you want people to see when they experience your brand?” Visual graphic elements like logo marks, brand colors, and fonts, etc., can help your ministry set expectations for interactions with your church and membership. Your ministry deserves a clean and professional logo and graphic elements. Transparent backgrounds and scalable graphics provide your ministry with the flexibility and versatility to properly represent your brand through graphics. Your logo and graphic elements help your ministry make an impactful and lasting first impression.
Standards
No matter where someone encounters your brand, their experience should be the same. Aligning your brand standards in one brand manual document helps your staff and members authentically communicate the love of Christ that can be experienced through your ministry. Brand standards also help your ministry present a professional look and feel. You want to build a long-lasting relationship with your audience and your brand standards help them become familiar with your ministry and reinforce your brand’s story and personality. Set guidelines for how, when, and where your ministry’s key branding elements can and should be used.
Is it time for your ministry to reintroduce itself and reimagine ministry? The Communications and Marketing Team at GCFA can help your ministry create a professional and eye-catching brand. For more help like this contact UMC Support’s Connectional Relations team and set up a brand assessment virtual meeting today.