Understanding the required branding elements is the start of a church being known for something relevant and needed. If left uncontrolled, a church is known for being “just” a church. So, anyone in the community who’s not interested in a religious gathering place, will simply ignore the ministries and your external communication.
The 5 essential and required branding elements are:
- A brand thread. Understand your community and decide as a church what they need. That can be a solution to a concern or a path to a goal. It’s also what makes you different from other churches and, more importantly, gives controlled language of how your audiences needs you. If you were to disappear, your congregation and community would miss this controlled thread. It needs to be unique, simple, and easy to use. Probably 3-5 words. It also must quickly connect to a Gospel message.
- A logo system. In our visual world, we associate organizations with a controlled symbol. In fact, many want to wear something emblazoned with a logo from their favorite brands! So, make sure you have a professional, simple, and unique symbol that your congregation (and hopefully your community) would think represents them well. Then you need to expand your logo into a brand identity system that all ministries will use consistently. And probably, for various usage requirements, a horizontal and/or a vertical version of the logo. It’s always useful to have a color and black/white version too.
- A color palette. Your logo defines certain colors that will start to represent your church as a controlled combination. You need a primary color (used about 60% of the time), a secondary color (30%), and an optional tertiary color (use occasionally: 10%). These controlled colors are required brand elements, so you don’t have to always see a logo to identify branded material. For example, if you have a particular blue in your palette, you should resist all other blues that you could use in graphics, signage, and interiors. This takes control, but it will make your graphics, videos, and signage much easier!
- A font palette. Like the color palette, when there’s written content, a church needs to control the fonts used. Whether on slides, videos, print materials, or website; most churches require a primary and secondary font. Occasionally, a tertiary font will help when communication materials requires it. Sans-serif fonts usually read as more contemporary, while serif fonts feel more traditional. Scripts can add a nice personal handwritten feel. It’s also wise to control how uppercase and lowercase are used too.
- A brand guide. Every church needs a simple PDF that lists the required branding elements that they’re controlling. Why? To give to people who are working on communication materials (social graphics, print, website, video, etc.). This simple one-page element will show acceptable use of all branded materials so that there’s no confusion. And it also maintains equal rules for everyone.
