Blog Layout

HOW TO AVOID THESE 6 Church Rebranding Mistakes

Tiffany Kelly • November 8, 2024

1. Utilizing your Internal Creative Team

You may be inclined to let your internal creative team take a stab at a new brand identity, but church creatives are very rarely brand identity experts and many times designers within your organization struggle with being too close to the project. Before founding The Honest Pixel, I was on a creative team of a large multi-site church for 12 years and I designed a grand total of 1 official logo (for our student ministry) and a handful of marks for short-term usage like conferences or camps. Great graphic designers aren’t necessarily experts on the strategy needed to craft an authentic and versatile brand identity that can stand the test of time. Hire an expert who’s portfolio is full of logos you absolutely love. This is a one-time expenditure that’s worth getting right!

2. forgoing in-depth Brand Discovery

Now that you've hired a talented, creative, strategic brand designer, trust them to walk you through their tried and true brand discovery process. If your designer doesn’t include this step, it may be a sign that they don’t have the necessary experience for a significant rebrand. Or, it could mean that your budget is much lower than it needs to be, so your designer is trying to create a scope that’s realistic within the budget. Appropriate brand discovery requires a time investment. The most important advice I have for churches during this step is to be authentic, honest and vulnerable about who you are as a church body right now, today (not next year and not 5 years ago). It’s okay to be slightly aspirational in recognizing the trajectory of the church, but make sure you’re not just representing the church you hope to be. A really experienced logo designer is going to be able to craft a visual identity that captures the essence of who you are, allowing your unique mission and purpose to shine bright.

3. Including the wrong voice(s) in the process

A key factor in communicating authentically about the core features of your church’s identity is inviting the right voices into the room. It’s important to establish a hierarchy of 1 or 2 final decision-makers (too many equal votes tend to water down creativity). After that, identify 2-5 additional staff members or elders to be included in limited feedback who have their finger on the pulse of the church. The staff members who've been around the longest and have deep relationships within the church community can offer great insight. Make sure there’s much diversity in the room (age, race, life stage, ministry age group they lead). It’s also helpful if these key voices have good taste when it comes to aesthetics and visual communication.

PRO TIP:

Go a step further by giving each of these invitees a hoop to jump through to test their buy-in and passion for the rebrand. If your designer can give you a simplified brand discovery worksheet, have your staff invitees spend 10 minutes filling that out and return it to you by a given deadline. If they complete the step, you’ll know they have an appreciation for the process and its potential impact. If they don’t complete the worksheet, that might be a sign they don’t see the deeper purpose behind the project, which will make them unhelpful in collaborating on your new brand identity. Don’t invite them to be part of meetings or share their feedback.

PRACTICAL EXAMPLE:

If you’re a church of 3,000, a good example of a strategic survey of voices to include in the rebrand process would be your lead pastor, executive/associate pastor, pastor’s wife or campus pastor, communications director, elder who’s been at the church the longest, children’s director, and a young adult staff member with a great sense for creativity and trends.

4. Poor Implementation of Your New Brand Identity

Now that the first fun part is done (design), the second fun part can begin (implementation). Make a list of all the touchpoints where your current logo exists and make a plan, with deadlines for replacing the old with the new. Sometimes this is helpful to pair with another transitional moment in your church like a move of venue, opening a new campus, a website redesign or a yearly theme launch. This is a great time to include your internal creative team. Both digital and physical touchpoint need to be considered. When planning to update physical signage, consider pairing that step with a couple of exciting spatial refreshes like a new feature wall, a mural, an updated monument sign, or a modern exterior treatment. Graphic Designers with a specialty in both brand identity AND branded spatial design are extremely rare, but if you can find a designer with experience in both, they can be an absolute gem. The Honest Pixel has 2 specialties (brand identity and spatial branding) which makes church rebrands my most impactful projects by far! When the same expert can craft both your logo, and its story-telling ability in your space, the impact can be a game changer.

FIND OUT MORE ABOUT SPATIAL BRANDING

PRO TIP:

If you’ve taken my advice and hired an outside designer for the rebrand, and then tasked your internal creative team with rolling out that rebrand, approach that dynamic carefully. Creative people tend to feel extremely personal and sensitive about their work (it’s actually a good thing that's a sign of passion and commitment). To avoid hurt pride, make sure you’ve included your creative team in the rebrand process. For example, allow them to help you vet the designer you hire. Or allow them to pull together some inspiration images for the discovery phase. Include them in meetings and feedback. Or, consider paying your hired logo designer to spend an entire work day with the creative team, just to connect and learn from each other.

5. POOR TIMING

If you want to get the most out of a strategic rebrand for your church, timing is key. I’ve seen bad timing derail an otherwise positive rebranding process. Sometimes churches struggle with not having a firm enough understanding of their DNA, demographics, and vision, making the rebrand process less effective. Other times churches collaborate with a great designer, but then don’t follow through with making the necessary changes to roll things out. In both scenarios, valuable funds have been wasted and a process that should breathe life into the church’s mission can end up being a little disappointing.

6. LOW BUDGET

Maybe you’re a church leader who’s sensing a need for a rebrand and is beginning the process of finding a great logo designer to hire. Awesome! This is such an exciting step, but may I offer you some advice as a graphic designer with a decade and a half of experience in the church design world? If you want your rebrand to be highly successful, consider it an important investment. Remember that this is a one-time expenditure that’s going to affect your visual identity for years or decades. Invest the money to get it right the first time. You’ll actually save money in the long run if your logo looks great for a decade or more.

LET'S TALK MONEY!

I’ve seen professional designers charge anywhere from $1,000 - $11,000. Usually that rate depends on their experience/talent and the size of the project. Larger churches are naturally going to need a much more in-depth process and a larger package of deliverables. If you’re a medium-sized church and a designer’s rate is under $2500, that’s a red flag. For larger churches, less than $5,000 should cause you to question.

Church rebrand projects are super exciting and can have a huge impact in the trajectory of your visual footprint within your community. But a lot can go wrong along the way. Investing in the right designer to walk you through every step of the process will set you up to win. What you want to look for in a designer is lots of experience and professionalism, as well as a breathtaking level of talent and creativity.

Ready to BEGIN YOUR CHURCH REBRAND?

Contact The Honest Pixel to partner with brand identity expert, Tiffany Kelly, who can transform your vision into stunning visual realities.

LET'S GET STARTED

AUTHOR

Hi! I'm Tiffany Kelly, owner of The Honest Pixel, an independent graphic design studio in Winter Garden, FL. I've been a creative professional all my adult life. I have a Master's Degree in architecture from RISD and over a decade of experience in graphic design. I've learned so much about design, freelance, and owning a business since starting The Honest Pixel in 2022.

I aim to be a trusted and authentic coach for other graphic designers, freelancers, or owners of small studios. I share honest tips and wisdom about things I'm putting into practice within my own business. My goal is to encourage and build up other creatives in a real way that broadens your community and impacts your success.

< Older Post

Newer Post >

Latest Posts

Church Marketing and Evangelism in the Digital Age: Why Your Church Needs to Embrace Social Media

By Jono Long • February 19, 2025

The mission of the church has always been to reach people with the gospel, but the methods of doing so have evolved. In the past, word-of-mouth, community events, and print media were the primary ways churches engaged with their communities. Today, however, people spend a significant portion of their lives online, making digital platforms the new mission field. Despite this shift, some pastors and church leaders resist the idea of marketing, believing it to be unspiritual or unnecessary. However, as Pastor George Ashford of Journey Church in Columbia, SC, explains in a recent episode of the Pro Church Marketing Podcast , evangelism has always been about meeting people where they are—and in 2025, that place is social media. This blog will explore why churches need to embrace digital marketing, how Journey Church successfully uses social media for outreach, and practical steps your church can take to expand its online presence. The Misconception About Church Marketing One of the biggest pushbacks against digital marketing in churches is the belief that "we don’t need marketing, we just need to preach the word." Many pastors see social media outreach as unnecessary, or worse, a distraction from traditional evangelism. However, as Pastor Ashford pointed out in the podcast, evangelism has always been about going where the people are . John Wesley, one of the founding figures of the Methodist movement, didn’t wait for people to come to a church building—he went into fields, coal mines, and public squares to preach. The same principle applies today: if people are spending hours on platforms like Facebook, YouTube, and TikTok, then churches must be there too. Critics of church marketing often don’t realize that many of the methods they already use—flyers, event invitations, and even a church website—are forms of marketing. Digital platforms simply allow churches to do the same thing more effectively and on a larger scale . How Journey Church Uses Digital Marketing Effectively Journey Church, under the leadership of Pastor George Ashford, has embraced digital marketing as an essential tool for reaching people. Their approach includes: ✅ Social Media Outreach – Journey Church actively shares sermon clips, event promotions, and ministry highlights on Facebook, YouTube, Instagram, and TikTok . This ensures their message reaches beyond just those who attend on Sundays. ✅ YouTube Testimonies – The church created a "Journey Responsible Church" YouTube page featuring real-life testimonies on topics like mental health, addiction, and domestic violence . These videos are not just about promoting the church but providing valuable content that helps people . ✅ Online Giving Strategy – By establishing a strong online giving system before the COVID-19 pandemic, Journey Church was able to sustain financial support even when in-person attendance was not possible. ✅ Quality Over Quantity – They prioritize good sound and video quality to make sure their messages are heard clearly and professionally. As Pastor Ashford said, “If people can’t hear you, then your message is lost.” These strategies have allowed Journey Church to grow in both reach and impact —all by leveraging the power of digital marketing. Key Strategies for Churches to Improve Their Online Presence If your church is new to digital marketing, here are five key steps to help you get started: 1. Embrace Social Media Your church doesn’t have to be on every platform, but it should at least have an active presence on Facebook, YouTube, and Instagram. Each platform serves a different purpose: Facebook – Best for engaging with church members, sharing announcements, and live streaming. YouTube – Perfect for sermon uploads, Bible studies, and testimonials. Instagram/TikTok – Ideal for short, engaging clips that attract younger audiences. 2. Be Consistent A social media page that only posts once every few months isn’t effective. Create a schedule for regular posts, whether it’s daily, weekly, or bi-weekly . 3. Prioritize Quality Good lighting, clear audio, and engaging visuals make a difference. Invest in a good microphone and camera or partner with a company like Faithworks to ensure high-quality content. 4. Encourage Online Giving Digital giving is not just a convenience—it’s a necessity. Services like Tithe.ly, Pushpay, and PayPal allow members to give from anywhere . As Pastor Ashford pointed out, 50% of Journey Church’s weekly giving now comes from online sources. 5. Track Your Progress Use analytics tools to track engagement. Facebook and YouTube provide insights on views, shares, and comments , helping you understand what type of content resonates most with your audience. Overcoming Fear and Resistance Many churches hesitate to embrace digital marketing because they fear change or feel overwhelmed by technology. However, as Pastor Ashford pointed out, resistance to social media often comes from fear of being left behind . He shared a humorous but profound analogy: "If someone tells me social media marketing isn’t necessary, I ask them—do you still have a big, old-school TV in your house? Probably not. Technology has changed, and so should the church." Churches that fail to adapt are missing out on reaching an entire generation that consumes content primarily through digital platforms. Instead of rejecting social media, churches should use it as a tool to expand their impact . Conclusion The message of the gospel is timeless, but the methods of sharing it must evolve. Social media is not a replacement for evangelism—it is a tool for evangelism. As Pastor Ashford passionately emphasized in the podcast: "Just do it!" Don’t wait until everything is perfect. Start small, stay consistent, and use every tool at your disposal to reach more people for Christ. By embracing digital marketing, your church can extend its reach, engage its community, and fulfill its mission in the modern world. If your church needs help with social media marketing, consider partnering with experts like Faithworks to ensure your content is professional, engaging, and effective. Also, check out Journey Church’s YouTube channel (search for Journey Responsible Church ) to see a great example of how a church can use digital platforms to make an impact. 🔹 What’s one step your church can take today to improve its online presence? Let us know in the comments!

Why Your Church Needs a Clear Online Presence to Grow

By Jono Long • February 16, 2025

Learn why a clear online presence is vital for your church's growth. Discover key elements and strategies to enhance your reach and engagement.

The Role of Visual Content in Engaging Church Websites

By Jono Long • February 11, 2025

Discover how visual content can capture attention and boost engagement on church websites. Learn tips for choosing effective visuals and measuring success.

Overcoming Common SEO Challenges Faced by Churches

By Jono Long • February 4, 2025

Learn how churches can tackle SEO challenges with local SEO, improved website performance, and engaging content strategies for better online presence.

Our Guide to Boosting Church Attendance with Social Media

By Jono Long • January 28, 2025

Discover simple ways to boost church attendance using engaging social media content and strategies to connect with your community. Read more!

From Awareness to Action: How Advertising Drives Church Growth

By Jono Long • January 21, 2025

Learn how advertising for churches can move your audience from awareness to active participation. Explore strategies and tips for success. Read on!

The Power of Storytelling in Church Marketing: Connecting People to Purpose

By Jono Long • January 17, 2025

The body content of your post goes here. To edit this text, click on it and delete this default text and start typing your own or paste your own from a different source.

Fun Ways to Engage Your Church Community Online

By Jono Long • January 14, 2025

Discover fun online activities to connect your church community through virtual events, social media, and digital storytelling. Read on to know more!

How You Can Start Using the Google Ad Grant to Reach More People

By Jono Long • January 7, 2025

Learn how to use Google Ad Grant for reaching more people. Set up campaigns, create ads, and measure success with simple tips. Read on to know more!

Be Known Before You're Needed: Innovative Outreach Strategies for Churches

By Jono Long • January 3, 2025

As churches navigate an ever-evolving cultural and technological landscape, reaching communities effectively requires innovation, intentionality, and an unwavering commitment to serving people where they are. In this episode of the Pro Church Marketing Podcast, host Jono Long sat down with Doug Garasic, pastor of Rust City Church in Ohio, to discuss what it means to truly impact communities in meaningful ways. Their conversation offered a wealth of insights for pastors and church leaders ready to embrace bold outreach strategies and sustainable growth. The Foundation: “Known Before Needed” One of the standout principles Doug shared is that churches must be “known before needed.” In times of personal crisis or pivotal life moments, people look to the church. Doug emphasized that making an impact requires consistent presence and visibility in the community. This visibility isn’t about flashy marketing or gimmicks—it’s about meeting tangible needs and building trust over time. For example, Rust City Church moved beyond traditional outreach methods like backpack giveaways, which were already saturated in their area. Instead, they asked local schools what they truly needed. The answer? Support for teachers. The church transformed a school library into a spa day for faculty and staff, complete with massages, gift cards, and supplies. This disruption of expectations created a memorable and meaningful experience, leaving a lasting impression of care and support. Building Outreach on Intentionality A key takeaway from Doug’s story is the importance of intentionality. Churches must resist the urge to replicate what others are doing and instead focus on real community needs. Before launching an outreach effort, Rust City Church asks, “What’s not being done that needs to be done?” This intentional approach not only avoids redundancy but ensures their actions resonate with the people they serve. One innovative example is their "Black Friday Survival Kit" initiative. Instead of focusing on shoppers, they provided lattes, snacks, and stress-relief items to mall employees working on the busiest day of the year. Simple yet impactful, this initiative highlighted the church’s creativity in identifying overlooked segments of the community. Sustaining Momentum: Less is More Doug highlighted the danger of burnout for both church leaders and members. To combat this, Rust City Church focuses on doing fewer events but executing them with greater impact. By choosing two to four key outreach initiatives annually and dedicating their full resources to them, they ensure each event is impactful, memorable, and sustainable. Doug also shared an essential leadership principle: every successful initiative needs a “champion” within the congregation and an external “coach” for guidance. This dual structure helps churches maintain energy, focus, and excellence without overwhelming their teams. Learning from Failures Not every effort yields the desired results, as Doug candidly admitted. In one instance, Rust City Church gave away a fully remodeled home to a family in need, only to have the family sell the house within weeks. While disheartening, the experience reinforced the importance of learning from mistakes and seeking guidance from organizations with more experience in similar efforts. “Cracking the code” of impactful outreach requires patience, trial, and humility. It’s about aligning passion with processes to create enduring change. Marketing Beyond the Walls For Doug, effective church marketing isn’t about flashy ads or exaggerated promises. He describes the dangers of “monster truck marketing”—overblown promotions that fail to deliver genuine impact. Instead, he advocates for sharing authentic stories of community engagement. By amplifying the meaningful work churches are already doing, they not only attract people but also build a reputation as a vital and trustworthy presence in the community. Playing the Long Game Doug’s advice for 2025 is clear: churches must embrace the long game. The goal isn’t to fill seats overnight but to create a culture of care and service that naturally attracts people when they’re ready for spiritual growth. As Doug puts it, “Even people who don’t attend our church should be glad we’re here.” For pastors and leaders looking to make a deeper impact in their communities, the principles shared in this conversation offer a roadmap: be intentional, prioritize sustainability, embrace innovation, and always lead with love.

hello@faithworksmarketing.com

Monday-Friday: 8:00am-6:00pm