A good friend of mine who used to be a youth pastor just opened up the first brick-and-mortar location for his fly fishing business.
It got me thinking about how Jesus made his disciples to be fishers of men (Matthew 4), which, in those days, called to mind an image of casting nets. But what about using a lure? Is it appropriate to ābaitā people toward the gospel by making our visuals flashier and our colors brighter in the name of more effective man-fishing?
My conclusion is no. Well, usually no. Jesusā model of evangelism and ministry was markedly NOT seeker-sensitive. If your goal with church branding is to baptize marketing trends and tactics, youāll be surprised at how few people stick around and put down roots in your congregation.
What you win them with is what you win them to.
Thatās why a brand based on vision and congregational identity can last for decades, while a brand based on cultural relevance and eye candy feels like a ābait and switch.ā
For my friend, tying flies started as a hobby on the side. He would source exotic materials and study the quirks of different fish species to create unique flies that looked more fine art than fishing gear. These things were beautiful.
Itās not wrong to build beautiful buildings, design beautiful logos, or lean into an aesthetic. Those are good things, and they can help to attract people to a church.
But those people should be there for what the brand represents, not the brand itself.
A well-crafted and positioned brand is a beautiful, visual manifestation of your churchās identity and mission, not a flashy lure.