Part Three of a Three Part Series
Since many churches are changing their names or considering doing so, it is worth looking at why they do so and whether it is necessary or biblical. Two assumptions lie behind most church re-branding: the idea that denominational affiliation is a detriment to evangelism and the idea that church attendance is somehow equivalent to evangelism.
In Part One and Part Two I set aside two of the main assumptions that lead churches to rebrand themselves. In fact, denominational affiliation does not have a negative impact on the perception of the church by non believers, and getting people into the doors of the church is not evangelism. If these assumptions are false, then is there a reason to rebrand a church? Is it potentially necessary? Is it biblical?
Brand or Mission?
The name of your church is not important. Period. Call it whatever you want. The mission and culture of your church is what is going to move it forward. Even the most “authentic”, relevant, non-denominational church name is going to flop if the church isn’t about furthering the Kingdom of God. And even the stodgiest 19th century church name is going to rock a community if the church is loving, caring and missionally oriented.
So even though I spent several blog posts musing on them, spend less time on thinking of a name for your church and more time loving justice, showing mercy, and walking humbly with God. However, in the midst of the mission, you have to call yourselves something. And that something is going to represent your mission and culture. So spend enough time when you launch on your church’s name, just not too much.
Reasons to Re-brand
Is there a time when a church can or should re-brand itself? There is, but not often. Is it biblical to re-brand our church? It is. In fact, re-branding happens in the Scriptures. Abram becomes Abraham. Sarai becomes Sarah. Simon becomes Peter. And in Genesis 35, God takes Jacob and re-brands him as Israel, “one who struggles with God,” and he becomes the namesake of God’s people. Looking at these examples, here are some reasons it may be beneficial or even necessary to change your church’s name.
A New Land: Abraham was given a new name as he moved with God into a new land. Your church may need a new name if it moves into a new location. If you are First Church of Dallas, but your new location is in Fort Worth, it is probably time to re-brand.
A New Stage of Life: Sarah was given a new name as she moved from the married class to the married with children class. Her new life stage was an impetus for a new moniker. Is your church moving into a new stage of life? The transition as a long time lead pastor steps away. A shift from being a church plant to a settled church. A church split. If you have a life-stage change, re-branding may be beneficial.
A New Mission: Simon takes on a new mission and becomes Peter. In the same way, if your church is changing its mission, it may fit to have a new name, especially if the new mission will have you encountering a new people group. Your name represents your mission, so a major change in one may need to affect the other.
A New Multiplication: As the promise to Abraham began to multiply through Jacob, the people of God took on the brand of Israel. As a church multiplies itself, becoming a church planting church or moving to a multi-site model, it may be time to re-brand. These multiplying ministries move the church into more locations, into influence with more people, and reach more cultures. This may be the time to re-brand with a more universal name – from First Church of This Suburb to First Church of The Suburbs, or First Church.
Re-branding is biblical, and it can be necessary (moving the building to a new city). But it should always be driven by mission and culture. What are some other reasons a church may want or need to re-brand?