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RT @DailyKeller: “It is not the strength of your faith but the object of your faith that actually saves you.” Tue Jun 16 03:14:27 +0000 2015
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Very excited to be asked to speak this coming Wednesday on "Marketing God's Way" at Gateway Church http://t.co/PVKc31cGWB Sat Sep 13 12:55:03 +0000 2014
RT @CSLewisDaily: I believe in Christianity as I believe that the sun has risen: not only because I see it, but because by it I see everyth… Fri Sep 12 00:41:41 +0000 2014
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In life, there are people you can count on to DO THINGS & people you can count on to GET THINGS DONE—how exactly do you describe the rest? Thu Jul 03 03:07:02 +0000 2014
Excited to share some unique principles on Kingdom Influence next week. Visit if you can. Gateway Church: http://t.co/hlsoLtg05i Fri Mar 28 18:54:21 +0000 2014
Jun 17 5:56 PM

Top 10 church communicator's mistakes: #8

Jun 17 5:56 PM
Jun 17 5:56 PM

Brand name overload

Its funny how churches who start to get the power of naming easily get carried away with it. What I am challenging here is not so much that you named your church "The Journey" and that your style is somewhat laid back and cool. That's potentially ok. Its what happens when every department in the church wants to do the same thing and asks the church to plaster their logo and brand name everywhere and no one is willing to tell them "no".

So we walk in your church and you have gone above and beyond and given me great signage that tells me where everything is. Good right? This is how it reads...

Go ahead... Read it fully like a visitor...
Exhibit A
Exhibit A

The church-savvy ones of you have deciphered the secret code language into the following...

Exhibit B

Which of these signs helps a visitor the most?

This is all about context. When you are in the main church context, what matters to the guest is the category of things you offer, not the kitschy brand name that has no meaning to us.

When are you in the main church's context? On it's website, on its stage, inside the foyer, on it's signage and it's printed materials to start. Someone from the church has to stand up and stop the confusion--or at least categorize it. We're all fine with: "Our Youth Ministry: The Tribe". You just can't use it in the main church context without telling us what it is. Calling it "The Tribe" without categorizing it makes newbies feel like outsiders--like someone did not include them in your secret name game.

If you are a youth group, we're fine with you calling it "The Tribe". Just know that it is your job to build the Tribe brand through your students and through your own website. It gives the kids ownership. It helps them tell their friends. That's all good. Please just don't ask the church to promote "The Tribe". They should simply promote the youth ministry or youth group. Visitors just need to know you have something for their teens. The fact that you call it "The Tribe", does not add to the sell for me as a parent.

Same thing goes for the coffee shop and the book store. Have a name if you want, but please don't let your brand name get in the way. Just guide us to the coffee shop. Do you really think your bookstore's name will increase my desire to check it out? "Ooo. Wow. Their bookstore is called 'Living Stones'--I can't wait to check it out!" "Look honey, their coffee shop is called "Holy Grounds", we have to experience that!" If you are unaware, I am being a bit sarcastic.

This is what it can unknowingly come across like to a visitor...

Welcome to Journey... on your bulletin you will find a list of 32 code names to guess what ministry they belong to. We are so introverted and proud of our cool names we can hardly stand it. We doubt you will. : )

Here's the deal. A church is not graded by how many clever brand names can be traced back to it. I think there needs to be a communications police that gives a citation to churches with signs like Exhibit A. Know anyone who needs to get a citizen's arrest?

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