2 Questions to Answer When Branding Your Church Website

Next time you pick up a latte at your local Starbucks, make mental notes at all the ways in which they promote their brand. I'm not talking about just their green mermaid logo, but what their company stands for--quality products, responsible business practices, fast service, that "coffee shop" feel, and inclusiveness. You might have noticed this ...

• The thick aroma of brewing coffee
• Posters of their coffee bean growers, from small farms around the world
• The whooshing of steamed milk with relaxing jazz music playing in the background
• Rich wood and oversized, plush furniture
• Its own language, spoken by drink orderers and creators

Like this Starbucks store, branding on your church website is more than just slapping your logo on the home page and picking a color scheme. Here are two questions to answer to help promote your church brand on your website.

1. What is your story? [Strategy]

Your website users want to know if you value what they do. So tell them what you value.
What is your ...

• Beliefs
• History
• Mission/Vision
• Impact on people
• Impact in your community

2. How is that story best told? [Tactics]

Now you need to determine how to tell your story to your website visitors. Base your storytelling techniques on the people who visit your ministry and your website. Are they ...

• Readers (traditional written stories)
• Media-consumers (inspirational videos of changed lives)
• Social butterflies (blog and social media interaction)
• Audiophiles (podcast interviews or sermons)
• Attention deficient (one off graphics and banners)
• Data-hungry (web pages with lists, charts, and pure information)

Learn more about branding

The New World Order of Branding - And What It Means To You - Katya's Non-Profit Marketing
Using Your Church Website to Promote Your Brand - iMinistries Blog
Jeff Schwartzentraub: Your Church Website Promotes Your Brand [Video] - iMinistries Blog
Find Your Church's Brand Identity - Church Solutions
Discovering Your Brand - Church Relevance