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Many churches seem to have a mismatch of different brands and logos that collectively say nothing about who they are. Those aren't the churches you design, of course.
Or are they?
How well do the churches you design promote and manage their brands? In the past “branding” was not necessarily a word people heard associated with places of worship, but it has rapidly become a part of the vocabulary in the past decade or so. The goal with church branding efforts is to show parishioners, as well as community members not aware of a new or existing church, the differences between one place of worship and the rest.
How well do the churches you design promote and manage their brands?
According to Scottsdale, Ariz.-based Architectural Designer Kenn Sanders, “The church is more than a simple building. The measure of [a] building’s worth to [its] church life together must be, and continues to be, [a designer's] responsibility--to fill it with interest, comfort and warmth. Spaces are to be designed with sensitivity to make the congregation feel at ease and welcome in an inviting space.”
Branding defined
Branding of a place of worship involves much more than venue, says Nick Kofahl, vice president of sales and marketing at Summit Integrated Systems of Lafayette, Colo. "Branding is essential for single and multisite campuses. Many churches have a mismatch of different brands and logos that collectively say nothing about who they are," he asserts. "The signage may be different from the letterhead, the 't-shirt' may change the message, and the logo or campaign slogan is not familiar."
Before architects and designers begin their work they need to ask: What do people do when they think of this church? Or better yet ... how should this church be defined?
“When people visit a church for the first time they are thinking, 'How hard is this going to be Are the people going to be friendly? Is this a place that I can see myself and my family attending?'" Kofahl notes.
"It’s not enough to depend solely on the look and feel of the service itself. With branding, signage, and wayfinding, we have an opportunity to set expectations of what [visitors] are getting themselves into...." Nick Kofahl, Vice President of Sales & Marketing, Summit Integrated Systems, Lafayette, CO
And he adds, "It’s not enough to depend solely on the look and feel of the service itself. With branding, signage, and wayfinding, we have an opportunity to set expectations of what [visitors] are getting themselves into, how they should navigate the space, and [to] offer [them] a level of experience and excellence that triggers and establishes a [degree] of comfort."
That level of comfort, then, communicates to people that they are in the right place from the moment they step out of their car, from checking their kids in, to walking into the service for the first time, Kofahl contends.
Positioning a church
“Branding is a big deal because ultimately a strong and enduring brand helps people have a positive feeling for their church,” says Mark MacDonald, a strategic communications catalyst for Florida Baptist churches. MacDonald reports that he has helped brand 3,000 places of worship throughout Florida, as well as starting the church communication and branding website www.beknownforsomething.com. MacDonald also has an Amazon church communication bestseller, “Be Known For Something-Reconnect with Community by Revitilalizing Your Church’s Reputation.”
“The place of worship has to stand out from others in its community. The designer’s goal is ... to create a brand relevant to parishioners," MacDonald notes.
“The logo, font and color palette must be visually compelling and used consistently, and [it must] demonstrate why [a church] is unique,” MacDonald says. “If you don’t have these design elements, you’re not controlling your message and you don’t have a brand."
He adds, "A 'tagline' that defines the church must be carefully cultivated. The brand promise is to show the church’s benefits, set it apart and understand how to attract potential attendees.” In addition, consistent branding will trump trendy branding every time, MacDonald notes. "What if McDonald’s used different branding at different locations?"
Parishioners will ask: "Why should we go to that church?" Branding helps address parishioners’ goals, needs and interests, MacDonald asserts, adding, "Architects and designers need to find compelling solutions to address these challenges and understand what the church and its campuses stand for, as a strong brand does.”
Different, yet the same
Since today’s churches are a collection of diverse ministries sometimes housed on one campus, they can tend to be an island, especially if there is a separate leader or pastor in charge of each area. According to MacDonald, ministry silos are established where each area is known for something different, feeling distinct from the rest of the church, and this can result in people not engaging.
MacDonald notes there is a “brand thread” that connects all of the design elements which makes the church inviting to attendees. “Through that thread we communicate why the ministry matters to the community and is the glue that connects the church ministries and promotes the church. When someone asks a church member, 'Why do you go to your church?' they will have something to talk about. It becomes a compelling reason for others to attend."
He adds, “To be successful, [a] church has to offer simple and practical language. Just as large corporations do with their images and taglines, architects and designers need to develop a brand that creates marketing messages that gets everyone on message and on board."
Many churches have limited budgets, another reason to keep the brand process and content simple, notes MacDonald. “The more complex the church, the more it should rely on the master-brand developed for all campuses."
MacDonald concludes that designers should advise church leaders not to focus on business plan element or the value/mission of the church. “It’s really important that the redesign addresses the congregation’s wants and needs so that they will connect to that church brand.”
And when it comes to design, the church and its multisite campuses need a symbol that will be immediately recognizable and thereby instantly connect with the church brand.
So what should it look like?
Specifically, MacDonald suggests a simple, flat symbol attached to a unique, readable font that is recognizable: "Utilizing the counter space of letters to reveal something clever is very trendy; but also developing a consistent and dynamic color palette (60% primary color, 30% complementary color, 10% a fun pop-out whimsical color)," he reports.
“A good brand should last 10 to 15 years,” MacDonald adds. People can lose interest in a brand, especially if the demographic shifts and the audience changes.
Sanders believes that a church’s brand is directly affected by the layout of the site and the design of each building. “We live in an ever-changing world,” he closes. “Today’s church must be relevant and user-friendly for the people who attend.”
