Church Plant With Killer Branding Launches With No Theology
Connection Church has been looking forward to launching for nearly a year. This Sunday was the culmination of many meetings, evaluations, fund-raisers, focus groups, and various branding elements. In fact, 'branding' was the primary focus over the last 6 months.
It is a brave new world for those planting cool churches in America. It is not only a science, but an art. How different is it from 20 years ago? Today it is more important to have a killer logo than a guitarist on the worship team. Connection Church pastor Steve Knowles explains, "People want a catchy design. This is the Instagram age. They can live without Bible study, meals on wheels and nursery. But if your logo isn't on point... well, you're sunk before your ship leaves the dock. We hired a branding consultant before we came up with a name. I'm not even kidding. We had to choose from 12 unique killer designs. We fasted and prayed for like... I don't know... 3 hours to get the same mind on it. It was intense."
It turns out that the branding campaign worked. The name, logo, app, and IG page were so hot that Connection had 450 people, phones in hand on launch Sunday. The only problem was... they didn't have a message. When it came time for the sermon, Knowles climbed up on his stool and said, "A funny thing happened on the way to launch. LOL. In all of our conversations leading up to today, we totally didn't talk about our theological position. I honestly have no message. But then I felt my spirit leading me to talk about our church name. Is that alright?"
As soon as he asked that, hearts started to fill the Facebook Live feed. So for the next 13 minutes he talked about how they came up with the name and logo design. He ended by saying, "You know... we had everything ready this morning. We had the rigged lighting, the fair-trade coffee, work by local artists on the wall, and a great app. But none of that would have mattered if you hadn't been here. That's where the name and logo comes in. I think our creative design team crushed it. Well, the Bible says Jesus is the name, and it says He is the logos... get it? And you can't be anywhere good without Him. He crushed it for you. I want you to know that even if you show up in the world with no message, you at least have a name you can fall back on. If you want to know Jesus better, just send us a snap."