Using a Visitor Journey to Reinforce Brand

A good rule of thumb for churches is that a visitor should have no less than 5 brand “touchpoints.”

What are touchpoints? These are the places where someone interacts with your brand.

This is critical to get right for larger churches, but it also applies to a church plant reaching their community for the first time.

The best way I've found to identify touchpoints is to think about your visitor journey. What do they see? Who do they talk to? How long do they spend in each place?

Here’s an example:

1. Visitor finds you online (do they see photos of your people, building, or logo?)
2. They drive up to your parking lot (do they see the same people, building, and logo?)
3. They walk inside (do they see wayfinding? A welcome banner? A greeter with a name tag?)
4. They sit down in the sanctuary (do they see at least one announcement slide that is relevant to them? What about in the bulletin?

I’ll let you continue your list from there, but here's the thing:

If you can’t remember what your visitor journey looks like, your visitors probably aren’t remembering your church.