What are these three levels of church communication? They are:

1. Branding & Identity: This is the foundation.

2. Strategy: This is the roadmap.

3. Content Creation: This is the execution.

Here’s a secret: it’s great to get social media “likes” for your church. It shows your congregation and community are engaged. That’s wonderful!

But there is a bigger goal you should aim at: shareable content. A “share” or “repost” is worth far more to your church than a “like.”

The basic idea of branding is very helpful, even for a church: Branding is just thinking through your church’s identity. How do you want to be perceived by your community, your congregation, and even those who haven't yet walked through your doors? This is more straightforward for an individual than for an organization, and a church, with its diverse members and leadership, definitely qualifies as an organization. That’s why you need organized branding.

When I was involved in church leadership, I was often surprised to hear how differently people would describe the church’s purpose. I might have thought of our church as a place for spiritual growth and community outreach, while some attendees were most drawn to the music program, the youth group, or the senior’s fellowship. People connect with different aspects of a church, and we only have some control over that.