Branding Basics 101:
What Every Pastor Needs to Know
Branding isn’t just for businesses—your church’s brand tells your community who you are, what you believe, and how they can connect. A strong brand creates trust, clarity, and consistency in every interaction, from your website to your Sunday bulletins. Here’s a simple breakdown of what branding is and how to start building one for your church.
1. The Basics: What Makes Up a Brand?
Logo:
This is your visual identifier—the “face” of your church. A simple, memorable logo makes it easy for people to recognize your church at a glance.Pro tip: Ensure it works well in both color and black-and-white versions.
Color Palette:
Choose 3-5 colors that reflect your church's personality and values. Use them consistently across all touchpoints—on your website, social media, and even handouts or event flyers.Photo by Denise Johnson on Unsplash Fonts:
Select 2-3 fonts—one for headings, one for body text, and possibly one decorative font for special uses. Keep them consistent across platforms to build familiarity.Tone of Voice:
How you communicate matters. Is your tone casual and conversational? Or more formal and traditional? Align your tone with your audience and values to create authentic connections.
2. Social Media Image Sizes You Should Know
Having the right image size makes your posts look polished and professional. Here’s a quick reference for the most important platforms:
Facebook Cover: 851x315 pixels
Facebook Post: 1200x630 pixels
Instagram Post: 1080x1080 pixels
Instagram Story: 1080x1920 pixels
LinkedIn Header: 1128x191 pixels
LinkedIn Post: 1200x628 pixels
YouTube Channel Art: 2560x1440 pixels
X (Twitter) Header: 1500x500 pixels
Pinterest Pin: 1000x1500 pixels
Pro Tip: Always design images slightly larger than needed to avoid compression issues on social media.
3. Where and How to Use Your Visual Branding
Your branding should be consistent across all touch points to build recognition and trust. Here are key places to use it:
Website:
Place your logo at the top of every page and use your color palette throughout the design. Make sure all links and text align with your tone of voice.Social Media:
Use the same profile image across all platforms. Your posts should incorporate your color palette and fonts to make your brand instantly recognizable.Print Materials:
Your bulletins, brochures, and handouts should mirror the look and feel of your online presence. Use the same fonts, colors, and logo placements to create cohesion.Email Marketing:
Keep email headers, fonts, and colors aligned with your overall brand. People should recognize your church’s emails at a glance.
4. Consistency is Key
A consistent brand builds trust. When people know what to expect from your church, they’re more likely to engage. Every detail—whether it’s your tone on social media or your website’s design—adds to the overall experience.
5. Getting Started with Branding
You don’t need to have everything perfect from the start! Start small:
Choose your core brand elements (logo, colors, fonts).
Pick 1-2 social media platforms to focus on first.
Align your print materials with your online presence.
Free Resource: Social Media Sizing Cheat Sheet
To make it even easier, we’ve created a Social Media Sizing Cheat Sheet with all the image dimensions you need in one place. It’s a quick-reference tool you can download, print, and keep on hand for future use.
Download your Social Media Sizing Cheat Sheet today and start building a consistent brand for your church that engages your audience and shares your mission effectively.