Free Communication Tool:

Ministry Brand Decision Tree

3 questions every church should answer before creating a new ministry brand.

Is this ministry wholly owned and directly controlled by our church?

This means we’re not partnering with or using another brand.

YES

Don't brand at all.
Follow co-brand guidelines.
Follow sponsorship brand guidelines

Is our church leadership committed to this ministry long-term?

This is not a temporary event or seasonal ministry and leadership sees it as an important long-term thing.

YES

Don't brand at all
Limit resources for this effort.
Don't attach your church name to the ministry in any formal way.

Is there a strategic reason that this ministry should have a brand of its own?

In order to answer yes, the ministry must do one or more of the following:

Target an internal audience with a unique and unexpected ministry offering which supports your long-term strategy.

Emphasize a core ministry of your church that is strategically vital to your overall reputation.

Target an external audience that is "tuned out" or opposed to church in general.

Extend the services of your church beyond what your community considers "typical" for a church.

NONE OF THE ABOVE

Don't brand at all
Limit resources for this effort.
Don't attach your church name to the ministry in any formal way.

SUB-BRAND OPTIONS

Option 1: Use the church name or logo + a functional name but do not create a distinct visual style for the ministry.

Option 2: Use the church name or logo + a functional name + a distinct visual style (aka: a unique look and feel that gives the ministry some personality of its own, but no ministry logo, mark or icon. The ministry name should be shown as a type treatment only.)

Option 3: Use the church name as a type treatment only (no logo) + a functional or evocative name + a distinct logo and visual style for the ministry. (Not used to promote the ministry externally.)

Option 4: Use a functional or evocative name + a distinct logo and visual style for the ministry + the church logo in a secondary position. (Not used to promote the ministry externally.)

ENDORSED BRAND OPTIONS

Option 1: A distinct logo/identity + functional or evocative name + endorsed language + the church logo.

Option 2: A distinct logo/identity + functional or evocative name + endorsed language + church name (no church logo).

Example "endorsement language":

- A ministry of

- A (church name) initiative

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