Very interesting video from Chris Conley (Gravity Tank) as he explains how design can be a facilitator rather than just an end result. As designers, we often overlook this aspect of our thinking because it's just built into us. However, design itself can be a great tool for all ministries and churches as they search for the best solutions.

I created this video about a year ago as part of a random pitch to Jones GABA and their new energy drink. Looking back on it, I can't believe what went into this. I had to write the rap lyrics, "sing" it, compose the music and design and edit the video. The lyrics are based on Tony Hawk pulling off the 900 at the X-games. Anyway, it was fun looking at this, thought I'd share. [See more work here]

The American Marketing Association (AMA) defines a brand as a "name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of an organization and to differentiate it from those of other organizations.

Therefore it makes sense to understand that church branding is not about getting your community to choose you over the other churches in the area, but it is about getting the community to see you as the only option for their needs.*

The objectives that a good church brand will achieve include:

• Delivers the message clearly
• Confirms your credibility
• Connects with your community emotionally
• Motivates the community
• Concretes community/individual loyalty and trust

To succeed in church branding you must understand the needs and wants of your community. You do this by integrating your brand strategies through your church at every point of public contact with the community and individuals that surrounds you.

Your church brand resides within the hearts and minds of the community. It is the sum total of their experiences and perceptions of your church, some of which you can influence, and some that you cannot.

[See how we developed region-specific messaging to help Village Church integrate into Buffalo, NY]

A strong church brand is invaluable as the battle for your community's attention intensifies day by day. It's important to spend time investing in researching, defining, and building your church brand. After all, your brand is the source of a promise to your community. It's a foundational piece in your church marketing communication and one you do not want to be without.

*I definitely understand this can be a touchy subject—the idea of "competing" with other churches in the area or defining your marketing efforts around getting people to come to your church and not another. However, you started your specific church because you had a unique vision and mission that set you apart from other churches (otherwise you would have just joined another church team). So the goal with church marketing isn't to compete with other churches but to define and communicate your difference to the community that surrounds you.