Every church has a communications department.
If the title of this section did not state it clearly enough, we will say it again: Every church has a communications department – no matter the size. If you do not specifically have a team dedicated to the branding, marketing, and communications of your church, the responsibility shifts to the pastors and leaders of your congregation.
[kuh-myoo-ni-key-shuh n] noun
1. the act or process of communicating; fact of being communicated.
2. the imparting or interchange of thoughts, opinions, or information by speech, writing, or signs.
3. something imparted, interchanged, or transmitted.
What is the point of communications in a church? Simple: to let people know who you are, and what’s going on.
We won’t spend much time in this section, because it’s rather simple – we want you to understand that every church or ministry has a “communications department.” Don’t think that just because you are a youth leader with a ministry-wide budget of $50 a month, that you are excluded from the need to clearly communicate. As we explain in the next section, true communication might not cost you a dime.
The Best Way to Communicate: Wear Your Vision on Your Sleeves
Let’s get on thing straight: Communications is more about who you are and what you do, than it is what you say, type, or print.
Actions speak louder than words.
You’ve heard it before, but read it again. Seriously, read it again.
Have you gotten it planted deep inside every aspect of your being? Good.
The Bible is pretty clear on this as well:
All hard work brings a profit, but mere talk leads only to poverty. – Proverbs 14:23
For the kingdom of God is not a matter of talk but of power. – 1 Corinthians 4:20
If you really want to communicate who you are, wear your vision on your sleeves.
People should see the difference you make, before they see your creative taglines.
Like we said earlier, at Dream City Church, we are known as The Church with a Heart. But we don’t plaster it everywhere or tattoo it onto our interns (that would just be cruel). Instead, we let our actions proceed our branding.
When we throw outreach events such as The Great Bike Giveaway, where we distribute over 5,000 bikes to children in the community, or liberate girls trapped in the sex trades through our Rescue Project, we show who we really are.
That way, by the time someone hears our slogan, The Church with a Heart, they say to themselves, “Oh that makes sense. Yeah, that definitely fits them.” Rather than trying to convince people that we have a heart, we want to live it out and let our actions speak louder than our words.
Because honestly, if we were to advertise it in big, bold letters, few people would pay attention and even fewer would really believe it. The same goes with your ministry. Don’t focus so intensely on creative branding that you forget to live out who you really are.
Instead, wear your vision on your sleeves. Trust us, it is dramatically more effective than trying to convince people you are who you say you are. Don’t try to tell people what you stand for – show it. Branding becomes much simpler (and more fun) when you do it this way.
Clarity: The Entire Point of Communication
Whether in ministry, business, or whatever we find ourselves doing, it can be easy to overcomplicate things. This is dangerous for any communications department.
“Confusion finds its home in the overcomplication of things which should remain quite simple.” - Anonymous
Simplicity is the key to clear communication.
We can see this truth being applied when we look at the branding and logos of top companies such as Google, Apple, Nike, Gap, and Dell. They all keep it simple. Every one of these incredibly successful companies places an emphasis on remaining simple, even in the midst of a changing world.
Albert Einstein said it pretty well when he stated, “Things should be made as simple as possible, but not any simpler.” No matter who is responsible for communicating, the important thing is to make your point clearly.
When people are confused, they become frustrated and disinterested. So avoid this by becoming radically clear in all that you do.
They may not thank you out loud, but your people will be very grateful when they have a clear picture of what’s going on.