The RAVYN Blog

The idea of branding for a church may seem counterintuitive to what the Church is called to do, but I beg to differ. 

The Merriam-Webster dictionary defines branding as: 

• The promoting of a product or service by identifying it with a particular brand

And a brand is: 

• A public image, reputation, or identity conceived of as something to be marketed or promoted

Using these definitions, it’s easy to see why a Church might hesitate to think it needs ‘branding’. Afterall, it seems synonymous with selling a product. 

However, branding is about strategy: it’s the shaping of an identity or reputation in someone’s mind. It encompasses mission, values, voice, and vision to create an emotional connection to its audience. 

The Church is in the business of promoting the Gospel. In Matthew, Christ tells us to: 

“Go therefore and make disciples of all nations, baptizing them in the name of the Father and of the Son and of the Holy Spirit.”

Matthew 24:19 ESV

The Scripture highlights Jesus’ coming to earth to proclaim the Gospel of the Kingdom of God. He had a position, a purpose, a philosophy, and a message. These are the very foundations of a good brand. 

But, is it the Church’s job to ‘spread’ the Gospel or to ‘brand’ the Gospel? 

It depends on how you look at it. Spreading the Gospel requires consistency, aligned messaging, clarity, identity, and a recognizable voice.  

• Brand clarity can remove the unnecessary barriers to hearing the Gospel
• Consistency in identity can strengthen credibility with unbelievers. This requires a full understanding of theology and the foundational doctrine of Christ. 
• Unified messaging will cut through doubts and serve as a witness to both the evidence and experience of God’s power. 
• Spreading the Gospel requires strategic communication to meet people’s needs and build them up from where they are. A recognizable voice cuts through secular noise to reach those who need to hear the Gospel. 

And all of that is branding. 

So, what are we looking at?

We’re looking at the seven pillars of branding for the church.

#1 Innate Perception Over Logos

Christ warns about false prophets who appear as sheep, but are actually ravenous wolves. He teaches us that we will ‘recognize them by their fruits.’

“Beware of false prophets, who come to you in sheep’s clothing but inwardly are ravenous wolves. You will recognize them by their fruits. Are grapes gathered from thornbushes, or figs from thistles? So, every healthy tree bears good fruit, but the diseased tree bears bad fruit. A healthy tree cannot bear bad fruit, nor can a diseased tree bear good fruit. Every tree that does not bear good fruit is cut down and thrown into the fire. Thus, you will recognize them by their fruits.”

Matthew 7:15-20 ESV

In another part of Matthew, He says,

“Woe to you, scribes and Pharisees, hypocrites! For you are like whitewashed tombs, which outwardly appear beautiful, but within are full of dead people’s bones and all uncleanness. So you also outwardly appear righteous to others, but within you are full of hypocrisy and lawlessness.”

Matthew 23:27-28 ESV

A good brand doesn’t just ‘appear’ good on the outside. It doesn’t start with a logo. Instead, it starts with innate perception. It starts with what’s taking place inside. From there, alignment flows easily. In communicating the Gospel, focus first on what needs to be communicated—not how it should look. 

The Gospel should be the starting point. The mission and vision flow from it, and everything else aligns with it. However, this does not mean that ‘as long as the Gospel is preached, it shouldn’t matter’. 

Strategy and messaging are the core, but how it is delivered is just as important. 

In Exodus 25-27, God gives a detailed description of the Tabernacle and the Ark of the Covenant. He was intentional with the message, but also with the execution, aesthetics, and visual elements. 

Everything about your brand should align: from concept to messaging to color and typography. 

#2 Strategy Precedes Aesthetics

If you want a brand that stands out, then you need to know what you want to be remembered for. 

That requires strategic thinking. 

In the Gospel of Matthew, Jesus rebukes His disciples for focusing on the ‘aesthetics’ of a situation, rather than the strategic messaging behind it.

Now, when Jesus was at Bethany in the house of Simon the leper, a woman came up to him with an alabaster flask of very expensive ointment, and she poured it on his head as he reclined at the table. And when the disciples saw it, they were indignant, saying, “Why this waste? For this could have been sold for a large sum and given to the poor.” But Jesus, aware of this, said to them, “Why do you trouble the woman? For she has done a beautiful thing to me. For you always have the poor with you, but you will not always have me. In pouring this ointment on my body, she has done it to prepare me for burial. Truly, I say to you, wherever this gospel is proclaimed in the whole world, what she has done will also be told in memory of her.”

Matthew 22:6-13

The disciples (John tells us this was Judas, who was known to steal from the moneybag) were concerned that this woman was wasting very expensive ointment on Jesus. They believed that it should have been sold and the money given to the poor. 

However, Jesus corrects this thinking. He identifies the strategy and purpose behind the woman’s actions, stating that she was ‘preparing His body for burial.’ And then, Jesus says something that is significant: “Whenever this Gospel is proclaimed in the whole world, what she has done will also be told in memory of her.”

It’s no wonder that all four Gospels record this event where ointment was poured over Jesus’ head. Her actions were purposeful, strategic, and intentional—it was also recorded and remembered.

Ask yourself: what emotional territory do I want to occupy? What’s the message I want to send across? What do I want to be remembered for? Create a strategy around that.

#3 The Foundation is in the Positioning

In the Gospel of  Matthew, Jesus shares a parable on the purpose of not only listening to His words but also obeying them. In this parable, He says:

“Everyone then who hears these words of mine and does them will be like a wise man who built his house on the rock. And the rain fell, and the floods came, and the winds blew and beat on that house, but it did not fall, because it had been founded on the rock. And everyone who hears these words of mine and does not do them will be like a foolish man who built his house on the sand. And the rain fell, and the floods came, and the winds blew and beat against that house, and it fell, and great was the fall of it.”

Matthew 7:24-27 ESV

Jesus was able to say this because He understood the value He brought. He knew who He was, He understood His purpose, and He communicated it. 

Your identity isn’t in the things you do, but more so in how you position yourself. Careful positioning requires a mind that understands the importance of laying the groundwork. Build your foundation on a solid rock. 

Understand the value you bring to the table. Communicate that, and your brand will stand the test of time, even as trends come and go.

#4 Messaging Drives the Visual Decisions

Jesus spoke in parables. It’s His signature messaging style. Most of His earthly ministry was framed through parables describing eternal life and the Kingdom of God. It created a visual in the minds of those who followed and listened to Him.

However, His parables weren’t always understood. This is how Jesus responded to it:

Then the disciples came and said to him, “Why do you speak to them in parables?” And He answered them, “To you it has been given to know the secrets of the kingdom of heaven, but to them it has not been given. For to the one who has, more will be given, and he will have an abundance, but from the one who has not, even what he has will be taken away. This is why I speak to them in parables, because seeing they do not see, and hearing they do not hear, nor do they understand.”

Matthew 13:10-13 ESV

People can only see what you want them to see, but they can hear more than what you communicate. A strong brand understands that messaging and tone drive visual direction. 

Jesus understood this clearly. He knew exactly what He wanted people to see and how He wanted them to perceive it: He painted a picture of the Kingdom of Heaven, but He also understood there were limitations. 

He said to the disciples that it was ‘given to them’ to know the secrets of the Kingdom of Heaven. This reveals that His parables were intentional, worded to capture the right audience, to reveal a deeper meaning. 

A word can mean many different things, but what you want it to mean may not always be perceived that way.

Understanding the message you want to send will give you clarity on how you want to look when you put yourself out there. 

#5 Influential Brands Influence Behavior

You can’t create a movement if no one’s willing to move. So, how do you get someone to ACT when you put yourself out there? 

“You are the light of the world. A city set on a hill cannot be hidden. Nor do people light a lamp and put it under a basket, but on a stand, and it gives light to all in the house. In the same way, let your light shine before others, so that they may see your good works and give glory to your Father who is in heaven.”

Matthew 5:14-16 ESV

If you want to influence culture, you have to model the behavior you want to see. Messaging is good, but action requires you to be more persistent in the message you want to put across. 

If you use your platform to convey a narrative, you must believe every word that you put out there. People buy into the idea you sell, but if you don’t trust in the thing you’re trying to promote, then why would anyone want it?

If you want to influence behavior, then you need to demonstrate how it should look, act, and sound. Use emotions, connect words, shape the subconscious minds of those around you. 

#6 Longevity Requires Cohesion

Cohesion means to stick together; to be united. Christ illustrates the importance of unity and cohesion, stating that those who depart from the Gospel will betray and hate one another. Even worse, false prophets would arise and lead many astray. Yet, those who endure to the end will be saved. 

“Then they will deliver you up to tribulation and put you to death, and you will be hated by all nations for my name’s sake. And then many will fall away, betray one another, and hate one another. And many false prophets will arise and lead many astray. And because lawlessness will be increased, the love of many will grow cold. But the one who endures to the end will be saved. And this gospel of the kingdom will be proclaimed throughout the whole world as a testimony to all nations, and then the end will come.

Matthew 24:9-14 ESV

It’s through this endurance that the Gospel will be proclaimed to the whole world. Romans tells us that through endurance, we have hope. The God of endurance will grant us to live in harmony with one another in accord with Jesus Christ. 

For whatever was written in former days was written for our instruction, that through endurance and through the encouragement of the Scriptures we might have hope. May the God of endurance and encouragement grant you to live in such harmony with one another, in accord with Christ Jesus.

Romans 15:14-15 ESV

Understand that consistency and alignment are the sacred focal points in executing your vision. 

A brand can evolve without losing its identity if unity becomes its foundation. Get it right the first time, and you won’t have to second-guess every step you take. 

#7 Define Your Direction

In Matthew, Jesus urges His followers to use the narrow gate and then explains His reason:

“Enter by the narrow gate. For the gate is wide and the way is easy that leads to destruction, and those who enter by it are many. For the gate is narrow and the way is hard that leads to life, and those who find it are few.”

Matthew 7:13-14 ESV

His message is clear: there are paths, but the right one requires us to be intentional. We must want to follow it. Execution may be difficult, but if you’re looking for something that sticks, then choosing the right path is mandatory. 

The Gospel is the map that leads us to Christ. Christ is the door that grants us access to eternity. 

“I am the door. If anyone enters by me, he will be saved and will go in and out and find pasture.”

John 10:9 ESV

Sometimes it’s easy to fall into the trap of wanting to immediately execute something without a clear directive. This was the mistake the disciples almost made. Thomas didn’t know the way, but Jesus outlined it clearly:

Thomas said to him, “Lord, we do not know where you are going. How can we know the way?” Jesus said to him, “I am the way, and the truth, and the life. No one comes to the Father except through Me.”

John 14:15-16 ESV

Before you can execute, you need to know what you’re doing, and that’s where direction comes in. A map is a helpful tool to use in areas where navigation seems impossible. 

Build a roadmap; follow it. It’s as simple as that. 

Starting the Journey

Branding consists of communicating a message that is meant to be received, understood, and acted upon. 

As a Church, we communicate who Christ is and how we do so requires thought and intention. 

If the Gospel is the message, we steward it with grace. We want to reflect the message and character of Christ in everyway. He’s the ultimate designer, and while He was on earth, everything He did was intentional. Christ built His brand: He influenced the world even two thousand years after His death and ascension. 

The way we name our children, record time, speak, and teach is all because of Christ. We can recite John 3:16 from our heads; we all know the story of Christ’s birth, death, and resurrection, even if we aren’t Christians.

His most popular phrase: do unto others as you would have them do unto you, is a life mantra for many. Sinners even like to quote Christ (out of context, of course) when they say ‘judge not’. 

Christ built a brand that proved timeless. 

When our vision and mission align with Christ, our branding will always communicate Him first and foremost. 

Signed,

---

Want to get started on realigning your business vision? Start with Phase One: Essence to capture the essentials and lay the foundation for your brand. 

I’m giving away my RAVYN Branding Workbook that sets you up for a successful, purpose-driven business. It’s got all the things you need to ensure that your business is *almost* ready for launch.