3Cs

God’s narrative of redemption told through history has a clear central point: Christ. Throughout scripture we have hundreds of stories, genealogies, songs, and laws that seemingly have nothing to do with the man, Jesus of Nazareth. Still, we know that each one ultimately points to him. Lest someone accuse us of imagining layers of meaning that aren’t there, the Bible itself calls Christ the cornerstone of God’s redemptive plans for his people. So then you are no longer strangers and aliens, but you are fellow citizens with the saints and members of the household of God, built on the foundation of the apostles and prophets, Christ Jesus himself being the cornerstone, in whom the whole structure, being joined together, grows into a holy temple in the Lord. In him you also are being built together into a dwelling place for God by the Spirit. — Ephesians 2:19-22 Christ is the cornerstone of the church. So how does this relate to church branding? Just like the ultimate and universally profound story God is telling in history, he is telling a nested story in your local congregation. Our job with branding and communications is to shine a light on how that micro-story plays a part in God’s macro-story. Making Christ the cornerstone of your communications means finding a memorable, own-able way to highlight God’s local work in your congregation to his global plans and purposes. Done right, every syllable and visual in your brand points back to the cross of Christ and the good news of the gospel. This means everything from your website headline to your logo should tell the same story, grounding your church in God’s archetypal story of redemption through Jesus. That’s why the first (and most critical) “C” of a kingdom-first brand is Christ.

Why are people at your church in the first place? If you’re going to motivate, galvanize, and unify your congregation, you need to know the answer to that question. On the surface it may not seem that hard to answer: “They’re here for the preaching.” “They're here because their family is.” “It’s close to their house.” Every individual and family has their own story that can seem different and unrelated, so what benefit could you gain from looking to your congregation for branding inspiration? Here’s the key that most pastors miss: Your congregation itself is a story. If you want your brand to be ownable for your people, it needs to connect with their story as a collective. Your congregation as a whole has its unique history, hopes, and hurts — identify with them! This is how I make sure each and every church rebrand resonates with the youngest new family and the most longstanding member.