Below are some talking points to help you address common concerns from church leadership when proposing a rebrand project.
Keep these notes ready on your computer or iPad during the board meeting.
Acknowledge the reality, but offer a different bucket.
Example: “I totally understand. I don’t want to stress the general fund. However, I know a few families/donors who are really passionate about this. I’d like permission to present this specifically to them as a designated gift opportunity, outside the budget.”
Price Comparison
Example: “There are cheaper options out there, but this is a situation where you get what you pay for. Most creative agencies that offer what Braden is offering charge tens of thousands of dollars — many are in the $30-50k range.”
Lean into the theology & history
Example: “That’s actually why I chose Braden. He’s not a secular marketing guy. He’s a believer, he only works with churches, and he gets the theology behind our mission. He has a process to help us communicate clarly how our church identity relates to ‘Christ, our Congregation, and our Community.’”
Foundation vs. Maintenance
Example: “Volunteers are great for maintaining the house, but we need an architect to build the foundation. If we get this system built professionally, our volunteers can actually use it. Right now, we’re asking volunteers to build the plane while flying it, and it’s burning them out.”
Momentum.
Example: “We could wait, but we have momentum now (baptisms, new families, anniversary). A rebrand acts like a flag in the ground—it signals to the community that we are turning the page and moving forward. I want to capitalize on the growth God is giving us right now, rather than playing catch-up later.”