Your Church Language Is Getting In the Way

Imagine, if you can, walking into your church for the first time. You are an unbeliever, showing up on your own for the very first time. Look around you and what do you see? What do you hear? Does it make sense? Do you understand it? Does it put you at ease and make you want to stay? These are questions I’m beginning to ask myself as I consider the philosophy and strategy that will drive some major communications projects in the near future. They are big questions. They are big questions because we have invested a lot of resources and thought power into the language we use to brand our programs, our values, and our church as a whole. Concepts that seemed brilliant at the time now make me wonder if we’re really being effective communicators or if we’re just talking to ourselves.