I drink Coke. I'm going to continue drinking Coke. Even if Pepsie somehow manages to trick me in the Pepsi challenge, my very next beverage will still be a Coke (probably Coke Zero actually, depending on my current weight situation). Silly of me, I know, but what can I say? I'm loyal to the brand.

Similarly, strong church brands tend to hold their people. Of course, true loyalty results from the quality of relationships between parties, and most often requires direct human contact. The brand, however, is the man and most effective representation of that relationship.

What ideals does your church brand present that give credence to a sense of loyalty from your members? Where there is a clear brand for a congretation, there is usually a strong vision. Where there is a strong vision, there is a sense of purpose. And where there is a sense of purpose, you will usually find deep human interaction. It is in this framework that we most often find church loyalty.

In an increasingly materialistic society, some feel local churches are compromising standears by relying on the tools of advertisiers to support church growth. And yet, what is advertising but effective communication? If you expect people to visit your website or read a community flyer, you've entered the arena of professional communicators, many of whom understand their craft very well. The truth is,? brands are becoming increasingly important because they help to simplify a very complicated world. Not only do we prefer good brands, we actually need them. We are faced with almost overwhelming choice, and positive brand communication helps to prevent exhaustion and frustration. The state of your church brand will speak volumes about where you are as a church. Make sure it says the right thing!