Every church needs to be known for something. Something that communicates your benefits to your community. That unified message is your communication thread.
Mark MacDonald · September 20, 2017
Every church needs to be known for something.
Something that communicates your benefits to your community. That unified message is your communication thread.
This tagline, unique selling proposition, positioning statement or brand promise is how people identify your organization in their minds.
This top-of-mind awareness is the key to getting people to choose you as an option to their needs or concerns.
Sadly, the church isn’t known for anything in most communities, so the local church isn’t a perceived solution. As church leadership, we must identify our thread, control our messages, and build a team that loves to share it.
As a ministry leader, you need to internally promote your thread so you get 100 percent buy in.
1. Inspire your team to dream about thread creativity. Internally, people (leaders like you) get bored quickly with threads.
Externally, people only see it occasionally so they tend to have a longer endurance for it. It’s what you become known for! Internally though, you need to inspire your team to creatively use it so that it’s cleverly revealed through everything you do and say. How it smells, looks, sounds, and tastes. It’s this creative control that weaves the thread into the fabric of your church. Use your team to discover new ways to do it and they’ll buy into it deeply.
2. Live your thread authentically behind closed doors.
If you simply view your thread as a thin marketing ploy, your community will ignore it as such. You, as a leader, must intimately live it so that no internal team member questions that your thread is simply a questionable wrapper.
Millennials especially can smell inauthenticity and are repelled by it. The more you live it, the more you’ll attract younger people. This has to start with the top leadership and then everyone will understand it’s who you are. And live it out. Like you do.