Developing a Tagline for Your Church, Step 4: Collaborative Awareness

When developing a tagline for your ministry it’s important to consider the taglines of two other kinds of organizations in your ministry environment. Think of this next piece as a step toward ministry environment awareness. There are two kinds of organizational taglines to consider.

  1. Collaborative environment: Other ministries similar or proximate to yours.
  2. Competitive environment: Non-ministry alternatives that compete for attention and time of potential members.

For a local church, the collaborative environment (we are being kingdom-minded by not calling this “competitive”) includes other churches in you area that are trying to position themselves and build awareness.  Many churches find two to three others in this category.  For a competitive environment, think of any place that people may go other than attending church. Do you live near a waterfront community? What is the competition saying? Do you have lots of kids sports around? What promise are they trying to make?

Why is this scan important?

Before you begin reducing your brainstormed list, you want to know what’s happening around you so you can differentiate your “voice” and messaging. If you use a tagline similar to another ministry it may create confusion. For example a church once advertised itself as “the church that rocks.” Right down the street was a big sign for the “Church on the Rock.Inadvertently, they were building awareness for the church down the street. (And as you might guess the promise didn’t fit.)

Keep your list from your collaborative awareness is a place for the team to see or reference for the next step:

GO TO Step FIVE: Reduce your list to the top five taglines

Return to Church Tagline Post Overview

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Will Mancini

Will Mancini

Will Mancini wants you and your ministry to experience the benefits of stunning, God-given clarity. As a pastor turned vision coach, Will has worked with an unprecedented variety of churches from growing megachurches and missional communities, to mainline revitalization and church plants. He is the founder of Auxano, creator of and the author of God Dreams and Church Unique.

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Recent Comments
I like it Mac and do agree with your opinions on the matter. Thanks much
— winston
In this era, we have the opportunity of professional church staff today who utilize their gifting to shape the image and atmosphere of the church organization. But the 100% real impact on the church visitors is genuine evidence of changed lives by the gospel and the active growing discipleship (just as it was in the first century church). One demonstration is financially rich believers ministering equally together with poor believers (how odd, and incredibly miraculous; all humble and bow at the foot of the cross.). It is the awesome contrast of church members vocations, race, gender, age, maturity, gifting, humility that demonstrates to visitors "there is a Spirit in the place". That first-time guest list of 10 are "physical excuses", not spiritual excuses. Those don't tell the story. The condition of facilities and publicly greeting people have zero to do with it. The power of God in and through believers lives dedicated to impact other people with their relationship bridge-building of acceptance of the lost around them. Empowered believers are infectious, loving, helpful, giving, self-less, dynamic, compelling, bold, Christ-filled. As I have been in many church settings domestically and internationally, the facilities can be poor, and yet the fellowship can still be rich. We need to operate with first church humility. People come to Christ on His terms, not on our human abilities of hospitality. A huge catastrophe in a community, disaster relief brings lots of people into churches – many come to the church in those terrible conditions no matter the physical condition of the local church. Off the condition of facility, and onto the condition of God's people (living stones).... and everything else will grow.... and the other physical issues will be corrected by the staff.
— Russ Wright
"While I understand the intent behind this phrase" Expound please. What do you understand to be the intent behind that phrase?
— Ken

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