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Church Branding 101

February 3, 2023 | Church Communications & Technology

Your Reputation in Your Community


Written by Jessica Marston, CCK Communications Specialist


Branding is a marketing concept that can be a bit vague and confusing, even for people who have studied marketing. You can consider a brand as the idea or image people have in mind when thinking about specific products, services, and activities of a company, both in a practical and emotional way.

When we start talking about branding, many churches jump to how it relates to marketing and business.  They don’t see the connection or need for branding in ministry.  The church’s ministry is the most important business out there and it’s our calling as believers to market what product of eternal life.

When we talk about branding in ministry, we are talking about your church’s reputation in the community you serve.  Every church has a reputation – good, bad, or ugly.  People in your community are making assumptions about your church based on what their friends are saying. Additionally, what you think about your church and what others think about your church are sometimes vastly different.

Defining your church branding is about helping people find their place in the body of Christ.  Church branding is a physical reflection of the spiritual calling of your church.  When you are intentional about your brand, awareness is created causing your ministry to be memorable.  When your ministry is memorable, more people will talk about it to their friends, family, and co-workers.

When you put effort into branding your communication strategies to your church’s mission and vision, you become better stewards of the resources you have.  You then project confidence in your church’s ministry and are united with a clear understanding of whom God has called you to be. 

So how do I get started?

  1. Identify your church’s mission, vision, and target audience: While every church wants to reach everyone, each church is gifted with different talents, gifts, and resources.  Keep it simple and use language that is relatable.  Remember to focus on your strengths and how you can use your resources to reach your community in the present.
  2. Identify colors and fonts that enhance your ministry’s message:  The colors and fonts you choose to convey your message have psychological meanings.  Warm colors convey energy while cool colors convey calmness.  Neutral colors are perceived as more masculine and professional while pastel colors are perceived as more famine and whimsical.  Serif Fonts convey a sense of tradition, stability, and respectability while San Serif fonts convey a sense of openness and modern, forward-thinking straightforwardness and Script fonts convey a feminine elegance and creativity.
  3. Combine your chosen colors and fonts into a single graphic – the logo: Your logo is your identifying mark that communicates your values, mission, and ministry.  It is something that is easily recognizable and doesn’t need explanation.  It is also a good idea to develop a handful of different versions – horizontal, vertical, square, full color, and black and white – to aid in consistency across all church communication platforms.
  4. Develop a style guide: A style guide is a document that outlines the rules or standards for how official church information is communicated and how your logo is to be used in those communications.  It creates a standard for all your communications across all platforms therefore it creates a sense of unity and purpose as you build relationships with your community.

Ryan Nelson, author of Church Branding: What Your Mission Looks Like said, “Church branding is about defining your church identity and remaining true to it.  You’re not peddling the gospel – you’re clarifying how you live it out!” Remember, branding takes time and effort.  Do not expect overnight results.  Stay consistent and enjoy the journey.

Choosing the right Font Combo:

With so many choices, it can be challenging to know where to start. To help you get started, here are some of the best Google Font combinations for a modern brand.

  1. Lato and Open Sans: Lato is a sans-serif font with a clean and modern look, while Open Sans is a more versatile font that can be used for headings and body text. The combination of these two fonts creates a simple and elegant look that is perfect for modern brands.
  2. Montserrat and Roboto: Montserrat is a stylish and contemporary font that is perfect for headings, while Roboto is a more traditional sans-serif font that is ideal for body text. Combining these two fonts creates a modern and sophisticated look that is perfect for tech-focused brands.
  3. Oswald and Merriweather: Oswald is a sans-serif font with a bold and distinctive look, while Merriweather is a serif font that is perfect for body text. The combination of these two fonts creates a modern and professional look that is perfect for serious and reputable brands.
  4. Playfair Display and Raleway: Playfair Display is a classic serif font that is perfect for headings, while Raleway is a sans-serif font that is ideal for body text. Combining these two fonts creates a traditional and elegant look perfect for brands that want to evoke a sense of heritage and timelessness.

When it comes to choosing the right font combinations, there are several resources available that can help. One excellent resource is the Google Fonts website, where you can preview and experiment with different font combinations. 

Source: “4 font combinations that will make your church look amazing” by Michael Persaud with churchbrandguide.com

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