Many books and websites dealing with issues and challenges of church communications focus on building the church's image or brand, and delivering a specific and professional message. I know this is a bold statement, but 20 years of ministry have taught me that very few things are less important in ministry than image and branding. In fact, if you ask ten people what a brand is, you'll get ten vastly different answers. Branding is like Jello--it looks and tastes good, but it's never quite solid and falls apart easily.

This is not to say that a consistent and professional image for any organization--including the church--is not helpful. But how we arrive at that image is very important in the church, because if we're not careful, in the process we can allow a marketing team to determine the core purpose of the body of Christ instead of God's commands.

The fact is, communications ministry is centered on the image of Christ--becoming more like Him and leading others to do the same. When our communication is Christ-centered, flowing from God's Word and in-line with His agenda for the church and its global mission, we could have no better brand. Our brand is Christ. His is the only image we conform to, and our job in communication of the church is not to craft a message or brand from His teaching that is somehow more relevant or cultural in our eyes. Rather we are to align ourselves completely with Christ in our mission, vision, goals, dreams, desires, resources, image and character.

The mission of church communications, then, is exactly the same mission to which God calls the entire church, His Body, and each member in Christ as individuals. It just happens that we use certain media tools to carry out that responsibility.

Many would argue that these two things--our brand and our Lord--are not mutually exclusive. In fact, the predominant train of thought recently is that the brand enters the picture as a means by which we share the gospel. But if we accept that our goal is Christ and that He, not we, determines the message, then we must forsake what we think of as our brand to align ourselves completely with Christ. In His image alone we will find our identity as the church, and in His Word alone we will find His image (John 1:1). The Bible is a radical book, and the discipline of marketing does not allow for us to remain true to His Word and also to the precepts of branding and economics.

Please journey with me through the following information to unpack how church communication moves from "marketing" and "branding" to promoting the cause of Christ as we become more like Him and lead others to do the same:

  Why There Is No Such Thing as Church Marketing
  The Actual Plan for Church Growth
  The Advertising of Abundance by the Church
  Bringing "Branding" Into the Conversation
  How to Begin Unbranding

  Stop the Branding, Please!

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