This document discusses how to develop a meaningful church brand. It emphasizes that a brand is based on how people experience and interact with a church, rather than superficial things like logos or taglines. Churches should start by clearly defining their mission and vision. A brand is shaped by consistency across all interactions and by providing ways for people to engage with and participate in the church's story. Developing a meaningful brand requires authenticity, consistency in communication, and making decisions about what the church is truly passionate about.

1. Branding Beyond the Logo Abbotsford Workshop 2011

5. What are you the best at? What makes you different? How can you best serve your community?

7. Start With Mission & Vision To see 1% of the city of Chicago, that’s nearly 30,000 people, cross the line of faith and be connected into biblical community.

14. Third place between home and work

16. Genius Bar

19. You can shape it

20. People act as the brands heart, head, eyes, hands, ears and voice.

22. How do they experience you?

23. What kind of experience do they expect next time they encounter you?

25. Are there multiple promises to multiple groups?

26. What do the experiences have in common?

28. How are you enabling them to do it?

29. What part of you can they share?

30. How can they become involved?

31. What language, story or event can they share?

34. What experience do you hope runs through all of your projects?

36. What experience do you hope runs through all of your projects?

37. What story are you telling in which they can participate?

43. Be consistent across all touch points

45. Be consistent across all touch points

46. Create paths for engagement/buy-in

47. Assimilation in the church

48. How do people first make contact with you?

49. What are the next steps?

51. You can’t deliver what you’re not passionate about

53. Are you traditional? Contemporary? Stiff? Laid-back? Outreach focused? Closed to new people?

56. A run down building says as much as a well designed brochure

58. Making tough decisions

59. What are you the best in the world at?

61. Making tough decisions

62. What are you the best in the world at?

63. What is a waste of resources?

66. jclark@crcna.org

67. www.churchjuice.com