Will Mancini

The MOST Important Chapter:  Chapter One – UNORIGINAL SIN

The BEST 12-pages from the Visual Summary : The VISION FRAME

The NEXT tool we are creating: The Unique 19 – “The Top Church List for the Rest of Us.”

Who made the list for 2013? Stay tuned…

The LATEST initiative we launched. CAMPAIGNS!

Yes, finally your next capital campaign can be truly vision driven from the inside out, not just “vision sugar coated.”  See why I hired Todd McMichen to lead this initiative.

My milestone post on Facebook today. Swing by and check out my NEW author page.

Five years after the publishing of Church Unique, I could not be more grateful to God.

The original idea was to write the playbook for a small tribe of churches who were really intentional about the missional reorientation and authentic discipleship but didn’t have a “go to” vision or planning process. My deepest desire was to free leaders from copying other church models and to design their own, based on their unique context and their unique calling.

But God used the book to expose the clarity and strategy vacuum that most churches in North America face. Today, Church Unique is being used as the recommended vision tool in a majority of denominations and church planting networks. It continues to fuel the work of our growing Auxano team and strategic partnerships with other resource providers in the church space. (like Ministry Grid and Visioneering Studios, a church architecture firm).

In the end, Church Unique would mean nothing, if it was not for the thousands of pastors who have passionately engaged the journey of discerning, developing and delivering an stunningly unique vision for the glory of Jesus. It’s all about what HE is doing in beautiful and powerful ways through YOUR church!

(The picture represents one of the thousands of church teams that have taken their church through the Church Unique Vision Pathway.)

Vision Room Overview from Auxano on Vimeo.

Classic wisdom taught us that our mission or purpose statements are timeless. In many ways that’s true and its a helpful teaching concept. And in an ideal world, it works. But in reality, there are times when a leader should change or renew or recreate the sense of mission. So don’t let the classic wisdom freeze you and prevent a significant opportunity to create fresh meaning and new progress for God’s people under your care today. When should you rewrite your mission?

1) When no one knows the one you have

This happens when leaders have not been emotionally connected to the big idea of what the church is about; therefore they don’t use it as an everyday leadership tool. It never makes it into conversations, team meetings, volunteer recruitment or preaching. Usually this is the result of some ridiculous committee-based jargon that is way too long. Or it may be just a short over-generalization of the Great Commission or Great Commandment that has no real teeth for folks in the congregation.

EXAMPLE: Grace Presbyterian in Houston is in a two-year interim between senior pastors. The people of Grace engaged a vision process to better articulate their identity their and direction. Their previous mission to “Love God, Love people” wasn’t specific or actionable enough. So they are currently proposing a new expression, “Building a faith family by encouraging people overwhelmed by life to trust Christ in everything.”

2) When your existing mission reinforces, unintentionally, a consumeristic mentality

We look for the “catalytic” factor in a good mission; that is, it should reinforce upon hearing it, that it involves everyone in the gathering of God’s people. Sometimes a statement subtly reinforces the idea that “we have a pastor or staff who does the mission for us.” (Even thought this is always unintentional, it is more common than you would think.) The last thing you want is a statement that strengthens the death of the church with a clergy-laity false divide.

EXAMPLE: Bruce Miller grew Christ Fellowship in McKinney, Texas to about 2,000 in worship attendance. As the growth began to slow, I challenged him the idea that his mission wasn’t working any more: “Helping people follow Christ” What had clearly been everyone’s role when the church was 200 people (helping people), wasn’t so clear now that the church was 2,000 in attendance.  He didn’t believe me, so he tested it out. I told him to ask his leaders “Who helps people around here?” They all replied, “The staff.” So within the Vision Pathway process, the team added two simple words that changed everything. The mission of Christ Fellowship is now “People helping people, find and follow Christ”

3) When you simply have a better way to be more clear and compelling as your church grows and multiplies

Sometimes greater clarity comes as you lead. Sometimes a significant accomplishment behind you leaves you with an entirely new perspective looking ahead. At such times, a tweak or evolution of your mission can be strategic and powerful for the people you are leading.

EXAMPLE: At Faithbridge UMC, Ken Werlein saw tremendous growth in the first ten years to over 3,000 in worship attendance. Up to that point he had always led passionately with the same mission: “Making more and stronger disciples of Jesus.” To keep it catalytic, it would often be followed with the phrase, “By being a bridge of faith to people everyday.” But as the church grew, Ken was concerned about the quality of reproducing disciples. They spend an entire year re-envisioning their groups process and wanted to further clarify the end that was already embedded in the mission but not clearly expressed as it could be. Their mission now: “Making more and stronger disciples of Jesus, who make more and stronger disciples of Jesus.”

4) When you have discovered your Kingdom Concept  and can be more contextual with your language

We have worked with churches that have a good statements of mission that become less meaningful on the backside of our Kingdom Concept discovery work at Auxano. The Kingdom Concept is an tool we use to further discern your church’s unique strength by examining more thoughtfully, the unique place the church is located (local predicament) the unique people that God has gathered (collective potential) and the unique passion of the leadership team(apostolic spirit).  It answers the question, :What can your church do better than 10,000 others.”  Church leaders love to refresh their mission after this experience.

EXAMPLE: The Elders at Northwest Bible Church, led by Neil Tomba, were excited to land the plane on their Kingdom Concept, that unpacked how the church was called to “Make Jesus real in a make-believe world.” They discuss how their local area is filled with worldly and religious pretense. They discussed their passion to embrace and reinterpret brokenness.  Afterwards their existing mission, albeit good, didn’t feel great. It was, “Equipping people to passionately pursue Christ to do whatever he asks of us in the world.” Now their mission is “Inviting people into the unexpected joy of desperate dependance on Jesus.” Can you feel the difference?

5) When you borrowed the language of another church model to get started and now you have “grown -up”

Yes, many great leaders planted churches in the 80s, 90s and 00s by looking to great models like Willowcreek, Saddleback, NorthPoint, LifeChurch.tv, to name a few. These model churches also created vocabulary that leaders were inspired to adopt. This borrowing of language works fine in the early years. The problem is, God is always doing something unique and new. That means at some point in the church’s history and the leader’s core, a hunger emerges to express that something new; that something one-of-a-kind that God is doing. If this is happening you should name it by re-articulating your mission.

EXAMPLE: David Saathoff at Bandera Road City Church has seen God do amazing things at their church in San Antonio. In the early days, David was proud to take many cues from Bill Hybels. In fact, BRCC was a poster child seeker church. The church’s mission in its first chapter of ministry was, “Helping people far from God become fully devoted followers of Christ.” The mission ws meaningful and strong in the beginning. But a leader always knows where they get their words. David never forgot that his words were really articulated from the heart of Bill Hybels, not his own. Later, through the Vision Pathway, David would find the perfect words for what God was doing uniquely through the people of BRCC. Today their mission is, “Helping people far from God be catalysts of spiritual and social change.”

6) When you are reinventing or reinvigorating a declining church

If the mission isn’t happening it isn’t happening. I don’t think I have ever seen a turn-a-round without some new leadership or leadership tools in place. Remember the most fundamental tool of leadership is the statement of mission. It answers question zero- the question before all other questions. There are simply times where you need a re-statement to be a part of a congregational reboot.

EXAMPLE: Years ago Crozet BaptistCchurch realized that life wasn’t going to get better as a congregation unless they started focusing outward. With twenty-five deacons in the room  we set out to re-articulate their mission. With many different opinions in the room, there was one thing they could agree on: their town was located in the fastest growing county in the state and they would see unprecedented opportunity to reach people in  the church’s one-hundred plus year history. At the end of the Vision Pathway, they had a brand new day of clarity starting with the mission to encourage people in our ever-expanding community to follow Christ with ever-increasing passion.

This second post in a church communications series, will make more sense if you read the first, The 3 Branding Strategies for Churches

It’s unbelievable how quickly churches fragment their message. It’s easy for staff and volunteers the create stuff that feels good to them but is either completely unnecessary (at best) or clutters communication (at worst). Every day in America some new church ministry or program is creating some new, cute little visual to stuff into an already overpacked worship bulletin.

So the question we address today is “How many ministry logos should your church really have?” Here are the seven guidelines I use.

#1 Don’t create a sub-ministry logo until you have a vision-based brand for the entire church.

This guideline goes back to our branded house strategy. A church is a very finite, limited group of people. The most important idea at anytime for attenders of the church is the ONE singular reason for the church’s existence. What is the story? What is the big idea? What is the mission of the church that we want to keep before everybody all of the time? This should not only be clear, but clearly represented visually through the church’s primary logo and brand attributes. One of my most popular posts will provide more info and illustration: Top Ten Church Logos for Telling Story Through Design

If your church creates a sub-ministry logo without the “house” logo in place, it’s like sizing your curtains before the house’s blueprint is determined. We don’t know the size of the windows yet!  It just doesn’t make sense. You can’t even make a lucky guess. Don’t distract yourself from the prior work to be done. Don’t waste your resources.

Could the sub-ministry logo feel urgent and exciting to the leader of the ministry? Of course!  And is it possible that the leader of the ministry could care less about the overall church logo.  Of course! (And that’s the problem.) Unintentionally you would be reinforcing what we call a “lower room” identity—a program-based connection—rather than a vision-based, “upper room” identity.

In the end, church leadership must decide whether or not they will connect their people to the biggest idea and deepest calling of the church.

#2 Don’t create a sub-ministry logo until you have clear visual representation of  your strategy. The strategy icon will “transcend” the use of program-based logos.

The idea here is to lead with a compelling picture of how your church accomplishes its mission before you lead with program-based logos. Why? Because in the the end, programs don’t attract people; people attract people. To make the assimilation process in your church simple, easy and obvious, you have to clear the clutter and communicate strategically. Fire a rifle shot, not a shotgun blast. Here is an example from Faithbridge UMC in Houston, TX. The three main things you do at Faithbridge are: 1) attend worship, 2) participate in a grow group, and 3) engage a serve team. This is centered around a bridging lifestyle— being a bridge of faith to people everyday.

#3 The two most important logos after the church’s primary logo are children’s ministry and student ministry. These logos are most important for three reasons: 1) Birth through 12th grade ministries directly affects 25-45% of the church population. 2) Parents are quickly evaluating the safety and quality of offerings to children, and 3) These ministries create an additional way-finding experience, even for guests.

#4 Don’t create sub-ministry or program-based logos with complete disregard to the church’s overall brand and logo. Unfortunately, this rule is violated all of the time. The church overflows with random, disconnected creativity. A passionate leader creates new visual tools without realizing the disconnect. It’s like every room in a house has a distinct interior decorator who could care less about what the other rooms in the house look like. Therefore people never experience the family dynamic of unified vision, but rather, a bunch of folks doing separate things under one roof. I will admit, that this principle speaks to a nuance that even most church communicators have not been trained to understand.

What’s the solution? In a nutshell every sub-ministry “look and feel” should have a “design rational” that connects it to the “house brand.”

To educate yourself on this design competency, observe the sub-branded products in stores like Starbucks or the Apple Store. Designers take great effort to bring fresh initiatives or products with a design that still “fits” artistically under the overall brand.  For example, look at the distinct-but-connected design of the different roasts from the Starbucks website. Note how these images related to one another and the Starbucks master brand. (Don’t forget to study this dynamic in retail and online environments every day— free education for church communicators.)Now let’s show an example of principle #3 and #4 for a church. When Sugar Creek Baptist Church asked us to design their brand, we alsodesigned a children’s ministry and student ministry logo. In this case the design rational for the sub ministries was based on the logo font itself (Univers Ultra Condensed) The ministries added their own creativity. The children’s ministry added a softer secondary color palette and the beach ball element. The student ministry added a simple, and but unexpected typeface for the unique name “LYF.” The strategy icon image is also shown. Note how the colors for the student ministry are from the same color palette as the strategy icon.

#5 A guideline for adding a creatively distinct sub-ministry logo after children and student ministries, is one new logo for every thousand people in worship attendance. So a church of 400 in worship should not create additional sub-ministry logos than children and students. A church of 2,000 in attendance could have two additional sub-ministry logos. For example they could have the base three (church logo, children’s logo, and student’s logo) and a logo for life groups (first additional) and a logo for mission ministry (second additional).

#6  Ministries that will inevitably want a logo too early in the development of the church’s growth should use simple and similar font-based solutions based on the church’s brand. This practice requires a design-based font selection. For example with the MET Church, all adult ministries were given two fonts from which to build a type-face solution identity— see the Worship Arts ministry below. This enables a broader selection of ministries to be communicated without clutter, distraction and disconnection.

#7 One seasonal campaign-based logo is acceptable at any time in addition to the guidelines above, based on the church’s vision proper (seasonal goal or milestone). A campaign is another great opportunity to sub-brand. Again, the key is to “think outside the box, inside the brand.” That is, do fresh things, but keep them connected and related in a meaningful way to the overall brand. Also, keep it limited to one highly visible initiative at a time.

Below you will see the creative design of the “Big Give” campaign at the MET. Here we used a dramatic contrast of color while keeping it in the same strong, masculine color palette (blue rather than red and black) to carry the playful name of the campaign. The consistency came in using a huge dot to define the look, zooming in on the basic design element of a circle. The combination is creatively unique but totally consistent at the same time— and that’s what a sub-brand is all about.

On a side note, I am proud of the Auxano Design team who are true thought-leaders in helping churches navigate communications with unprecedented clarity and excellent. Without them it would be impossible to show you these examples.