The Catholic Brand and Your Parish

We American Catholics exhibit strong denominational loyalty. There are almost 78 million of us in the United States. We are the largest religious population in the country and even non-practicing Catholics continue to identify (in their “cultural” way) with the Catholic Church.

For most people, being Catholic is an essential and comforting part of our own identity. It is a defining part of our spirituality. Catholics know a real feeling of community. As Catholics, we share a universal link to billions of fellow believers–past, present and future, to the Vatican and the Pope, to the mission church and Catholic organizations like our parochial schools, colleges, the Knights of Columbus, World Youth Day, Cursillo etc… Together, we believe in a Trinitarian God, Jesus Christ and his salvific mission, the work of the Holy Spirit, the Sacraments and the Roman Catholic Faith. To be Catholic evokes our traditions and history, our memories, our ministries and a special feeling of belonging to our own parish. When we are here, we know and understand and share faith with each other. Like Joshua in the Old Testament, we announce, here and now: “as for me and my house, we will serve the Lord”. To our friends and family, we are our "Catholic Community”.

Our image and identity – who we think we are and who we say we are – are parts of the way we express our experience of faith to the world. The way each of our parishes and faith communities is recognized and respected in our greater communities helps us mold and vitalize our own mission – it satisfies an outsider’s curiosity and builds up our own sense of pride and ownership in our parish. We celebrate our sense of community and invite others to experience it and learn about it.

A branded message is always clear and consistent;
it involves planning and is given great attention and care.
It summons feelings and reaffirms for people their values
and the meaning of their membership in our parish.
In many ways, it describes that relationship and
evokes strong and positive feelings.

As a parish we have a singular and specialized identity which is expressed by our charisms and gifts from the community. Some communities emphasize education and sponsor strong parochial schools and youth programs; others find the Gospel call to evangelize and support missions. Some see and hear the Church advocate for peace and social justice and find their ministry in the Social Teachings of the Church; some parishes have a strong gift for intercessory prayer and support the work of the Church, like St Therese of Lisieux in “little” ways. Though we do all of that and more, there are distinctive characteristics that are our own.

A Parish brand becomes the total promise that a parish or school makes to its community; it represents–in shorthand–what we say and do in fellowship as Catholic Christians.

Our challenge is to present our charisms to the public at large and remind ourselves. We proclaim the Gospel in the–

•   powerful and expressive Liturgy;
•   fellowship of ushers and greeters;
•   joy of cantors and choirs;
•   carefully-maintained and beautifully-presented environment;
•   challenging and prayful homilies;
•   enthusiasm and success of our children;
•   charisms we share;
•   time, talent and treasure we give to the Church.

And when we present all of that in ways that can be seen, identified and appreciated, that is our brand.

Marketing is just another name for the process of developing relationships and communicating information in an effective way.

Logos are everywhere and people like seeing them. They like wearing them. They’re even boastful about them. Your parish logo is great for youth and young adults. It’s perfect for schools. And it’s accessible to every generation. Your parish and school should show a logo that represents their brand, and the unity it confers with the parish community at large. It is recognizable on letterhead, bulletins and mailings.It affiliates us on shirts and caps, and the 10,000 other items on which people display their membership and brand loyalty.
They are fun!

Every parish including yours has a communications program that includes the bulletin and newsletters and a website (hopefully). The next step is developing a strategy that continues to proclaim our message, “establish relationships and build fellowship”(Pope Benedict XVI, World Communications Day 2011) all the while adapting to our digital world.

People now find their information on the computer and on their mobile devices like smartphones and tablets. E-communications already have a place in business and commerce, friendships and relationships, education and recreation. How then do we in our own parish present our message and support our ministry with digital technologies?

Consider a few branding and online solutions for the new communications challenges of in your parish:

•   Use graphics. Roman Catholics have a number of images that are unique symbols: crucifix, the rosary, the saints, Catholic university symbols, etc… Your own church will point to favored stained glass windows, statues, art and icons that take pride of place in parishioners’ eyes. Cultivate a familiar media persona which they already recognize, and own, and love.

•   Merchandise your Logo and use it to support ministries

•   Deliver real-time announcements and messages through Social Media like Facebook and Twitter and with Mobile Websites accessible on smartphones, tablets and Ipads

•   Provide Catholic content to people at home and on-the-move by adding pages and links to your website and, by extension, to their phones and computers

•   Sync to volunteers’ schedules and calendars

•   Encourage discussion and catechesis on blogs and in chatrooms and with newsletters and study aids

•   Employ sound Stewardship by conserving resources and saving money formerly spent on printing and postage

•   Relieve your pastor and staff by supporting the time-saving and rewarding benefits of online communications

•   Create a data base of census information for recruitment and fundraising

•   Celebrate parish membership by incorporating your logo in fun ways

Using e-communications at your parish is now part of the brand!