How to Avoid Brand Fatigue (Part 2)

Last time we looked at how most churches and ministries are probably not over-branding.

People are forgetful, and have lots of other things going on. To cultivate a brand that bears fruit, we have to cut through the noise repeatedly, with clarity and consistency.

But how do we repeat ourselves without being annoying? The last thing you want to do is give people a negative feeling when they interact with your communications.

The key to this is to say the same thing in different ways, over time.

If your church has a tagline, or a "thread" like Mark MacDonald outlines in his book Be Known for Something, then you have your message - what to say. Now the trick is to repeat that message in different ways and in different places.

Let’s say your tagline is “Alive To Christ.”

1. First, you can put this tagline on your social media banner, website, and logo placeholder slide. These are semi-permanent places where new visitors and members will be introduced to that phrase.
2. One Sunday a month, take 60 seconds of announcement time to explain what it means to be “Alive to Christ” and connect it to a ministry opportunity your church has in the upcoming month.
3. If you livestream your worship services, you can even turn that clip into a social media post or a short reflection for community groups.
4. Next you could design “A2C” mugs or a t-shirt that says “Dead to Sin” on the front and “Alive to Christ” on the back.

These are just a few examples, but I think you get the idea. There a million different ways to say the same thing.

Do you have a tagline or thread at your church? Reply here and let me know what yours is :)