You don't have a system if it's not written down.

Let's start 2026 strong with a clear direction and system for communicating online and in print! Take 45 minutes to sit down with my new Brand Direction template.

This is NOT just a brand guide: there may be some sections you aren't expecting 👀

I created a one-page template for you to use as you refresh your approach in the new year. It's similar to my old brand guide with a few new (and critical) sections added.

Let's walk through each section and add a little bit of context to each.

Typefaces: These are the fonts you'll return to again and again. Make sure to note if you'll use UPPERCASE or Mixed Case. Note if you add any s p a c i n g to your letters as well.

Pro tip: Try to select Google Fonts if you can. These will be available on just about any platform for free.

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Copywriting: This section is well worth the time it will take to iron out. Never overthink a caption or blurb again!

• Personality and Tone: This is where you define your overall approach to communication. Are you more upbeat and casual or reserved and educational? Do you use emojis? Exclamation points? How do you handle religious terminology and jargon? What should people feel when they read your content?
• Brand Dictionary: Define terms that could be commonly miscommunicated. Is it Pastor First Name or Pastor Last Name? If you have multiple sites, what are they each called? How do you describe your location in town? What is your Bible information class called?
• Objection Resolution: What are a few objections your community avatar is likely to have? Do they need to know it will be kid-friendly? Are they uncomfortable in crowds? Do they need to know your space is accessible or services end before dark?

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Calls to action: It's good to keep these top of mind as you communicate online and in print. You'll find more places to pop these in than you'd think, and repetition over time is powerful.

• Primary: Your primary call to action, in my opinion at least, should always be to join for worship (or join in-person).
• Secondary: Your secondary call to action should be a way to keep in touch if you're not ready to join in-person yet. See my newsletter on The Long Conversation Method.

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Colors: Select 8 colors for a well-rounded, usable brand palette. Work your way from an almost-white to an almost-black with your primary colors in between. Choose at least one "pop" color to use on buttons and text you want to jump off the screen. Add the hex codes for each so you can be consistent across graphic design tools.

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Avatar: This is the caricature of your community. It's not that you're trying to sideline any other subgroups, but it can be helpful to have a "face" in mind as you write your posts and plan events. What would "Sandra" be worried about before visiting for the first time? What platforms does "Jim" use online?

Include their basic demographic information. Also note their core desires, motivations, and/or fears.

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Community Reminders: This is a fantastic exercise to do—and to remember on a regular basis. Most communities can be boiled down to their prioritization (or deprioritization) of 6 different life modes: time, money, community (or, inversely, loneliness), desire for service, importance of career, and importance of family/kids.

Defining these things will help you avoid doing events just because they worked for someone else. It gives you a box to think outside of.

Ex: Does your community have money but no time? Maybe skip the potluck and bring in a brunch food truck. Does your community value family and service highly? Maybe plan a kid-friendly adopt-a-highway morning.

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Contact: Quick spot to put details you might forget. Erase and replace with platform login credentials if that serves you better.

It's possible that this oversimplifies a few things, so feel free to add sticky notes with additional context to yours. Print it out and tape it to your desk or tuck it in your planner.

Thoughts or questions? Just reply!

Until next week,