Whether your church is thriving or struggling, you can benefit from using the StoryBrand framework.
In this article, we’ll explore how StoryBrand works and why churches should consider using it.
If you’re looking for a way to revitalize your church, StoryBrand may be just what you need to gain attention and drive tangible engagement from neighbors in your town.
First, what is StoryBrand, and how is it relevant to church communication practices?
The StoryBrand framework is a powerful tool that can help churches to clarify their message and connect with their audience. Developed by Donald Miller, the framework provides a simple but effective way to craft a clear and compelling brand story.
At its core, the StoryBrand framework helps churches to identify the needs of their audience and create a message that resonates. The framework has been used by some of the world’s most successful organizations, including churches, to clarify their message and achieve greater impact.
For churches, the StoryBrand framework can be an invaluable tool for reaching more people with the Gospel. When people are presented with a clear and compelling message, they are more likely to listen and engage.
By using the framework, churches can identify the needs of their audience and craft a message that resonates. Unless you cross the threshold between getting someone’s attention and getting them to actually engage personally with your organization, you cannot effectively help people transform their lives with the Gospel. In an increasingly noisy world, the ability to clarify your message is more important than ever before. The StoryBrand framework can help your church to cut through the clutter and connect with more people for Christ.
How can your church use the principles of StoryBrand to create a more effective marketing strategy?
If your church is like most, you’re probably not telling the right story. In fact, you may not even be aware of the story you’re actually telling.
Traditionally, most churches talk about themselves, the institution itself, in ways that assume interest. As a result, your marketing efforts are likely falling flat, failing to connect with people in a way that compels them to visit your church.
But it doesn’t have to be this way. By using the principles of StoryBrand, you can create a marketing strategy that is clear, compelling, and effective.
Functionally, StoryBrand has a 7-part framework that is used to define seven different core elements of a story narrative. Once you define these for your own church, it becomes a very flexible 7-part story.
The first step is to answer questions about your brand. . .
What makes your church unique?
What is your mission?
What do you stand for?
What problems do you solve?
What is the tangible transformation that someone would experience if they start attending your church?
What is it about your programs, your teaching, your values, etc that make a difference in people’s lives?
Once you have answers to these questions, you can begin to craft a story that will resonate with your target audience.
Next, you need to identify your target audience member. And please don’t say, anyone and everyone. Who are you trying to reach for which your ministry specifically would really resonate with? What sweet spot of the community would really feel immediately “found” or “at home” when they become a part of your church? What are their needs and desires? What motivates them? Once you understand your customer, you can start to craft messaging that will speak to them directly.
Finally, you need to create a call to action. What do you want people to do after hearing your story? Do you want them to visit your church? Talk to someone? Email you? Volunteer? Donate money? Whatever it is, make sure your call to action is clear and easy to follow.
More importantly, make sure the call to action is really helping them, not just your attendance metrics. By using these principles, you can create a marketing strategy that will help your church reach more people and fulfill its mission.
How are churches using StoryBrand to reach their target audiences?
Churches are using StoryBrand to reach their target audiences in a variety of ways. For example, churches are using StoryBrand to create websites that focus on the needs and interests of people in their city and use stories of their members and how the church has helped them to demonstrate relevance. They are using blogs to write about felt needs topics that community residents are searching for and sharing biblical worldview approaches to solving those needs.
In addition, churches are using StoryBrand to create marketing materials that tell the story of the church and its impact on the community in ways that invite community members into that story so that their lives can be improved and transformed. You can apply the StoryBrand framework to:
- social media post description text
- video scripts that invite people to ministry events and programs
- landing pages that promote big days at church such as: Christmas, Easter, Mother’s Day
- promotional marketing for retreats, classes, VBS, and more
- main church website
- volunteer recruiting
- fundraising messaging
Finally, churches are using the StoryBrand philosophy to stop talking about the church all the time and start talking about their city and their neighbors more. By using StoryBrand, churches are able to reach their target audiences in a way that is both effective and personal.