Church branding

Churches use branding as do many non-profit and commercial businesses. What's branding? Well, it doesn't have anything to do with hot iron, though the general concept does relate to cowboys' branding of livestock to identify the owner.

BRAND EQUITY (Branding): "The intangible, but real, value of words, graphics or symbols that are associated with the products or services offered by a business."
-- U.S. Small Business Association.

Here are some general quotes about branding and identity:

• "Your logo. Your business cards. Your advertising. They're all a reflection of you and your company. Properly designed, they communicate to your employees and your customers that your company is credible, trustworthy and professional. Your business image depends on a logo design that is polished and distinctive. Your logo is the cornerstone of your brand.
  Not only does a high quality logo show your customers that your business is professional, but it also differentiates you from your competitors and creates a powerful memory in the minds of your customers. When they need your product or service, they'll think of you.
  Imagine as you hand out your next business card."
  [Excerpted from "Professional logo design"]
• "Creating your business identity is an important step in building your company. Above all, your logo is key to your company look and message. ...The logo is a powerful branding tool. It is on every piece of your company material, and it visually defines the company."
  [from Larta University's Online Resources"]
• "An effective corporate logo identity design or ideation concept represents the all-important first step to creating an effective brand that will proudly represent your company. ... We work to develop a unique brand that integrates all of your online marketing practices with your traditional print marketing techniques. Items such as business cards, brochures, fliers and mailers should already distinguish you from your competition. "
  [Spicore Business Solutions]
• "Once complete, your new corporate identity is ready to go to market on business cards, signs, print, media, the web, cd and so much more!"
  [excerpted from Profiles Digital Media, Logo/Identity Design]
• "What makes a good logo?
• A simple logo design is often better than a "fancy" one
• Being unique is better than trying to imitate a competitor
• A single color logo design is more versatile "
[Excerpted from "Dynamite Web" logo service]

General branding tip - avoid buildings
People react much more positively to a logo or to actual people in an image than they do to a picture or drawing of a building, including a church building. The building image/line art is seen as "cold" and impersonal. Logos are usually seen as neutral or "warm" (depending on exactly what they are), and images of people are seen as "warm" and inviting. While many Christians like to see images of church buildings, we need to let concrete business-world research lead the way here, especially if we are approaching unchurched people.

The last thing we want to do is convey, in any way, a sterile or cold feeling, which an image of a building does. A member of a former church was fond of reminding the church leaders that "The Church is not a building -- it's the assembled people, who can worship in a great many places." His point was that people are more important than any building. (Check out the header of New Heights Community Church). So why on earth emphasize a building in our identity?

Promote a church feature
A building feature may be distinctive enough for use as a church logo. One example is Avondale Pattillo UMC, where the logo closely resembles the unique top of the sanctuary facade that's easily seen from the road. A logo can also be tied to the church name or the area, like the one for Oak Grove UMC. If your church steeple is unique and readily seen by passers-by, it might be a good logo. Just shun drawings or photos of a building as a logo.