Is the Church a Brand? Exploring the Role of Branding and Marketing in Evangelization with David Calavita

David Calavita, co-founder of the creative agency Seen and Unseen, joined Gerardo for an engaging discussion on the intersection of branding, marketing, and the Church’s mission of evangelization. With a background in youth ministry and creative direction, David shared his insights on how the Church can better communicate its message and connect with people in an increasingly competitive and media-saturated world.

The Importance of Branding in the Church

The conversation began with a humorous story about David’s past work on a logo that Gerardo, unaware of its origin, had criticized as outdated and unattractive. This story set the stage for a deeper exploration of why branding matters in the Church. David emphasized that branding isn’t just about logos or aesthetics—it’s about how people experience and perceive the Church.

“A brand is not what you say you are; it’s what others say you are,” David explained. This perspective challenges the Church to consider not just how it presents itself, but how that presentation is received and internalized by the community. The Church, he argued, holds the most valuable message in the world—the gospel of Jesus Christ. Therefore, it’s essential that the Church’s branding and marketing efforts effectively communicate this message and connect with people on a deep, meaningful level.

Branding as Evangelization

David drew a parallel between branding and evangelization, suggesting that what the secular world calls marketing, the Church should view as evangelization. He quoted a marketing expert, Seth Godin, who said, “The job of marketing is to be worth connecting with.” For the Church, this means ensuring that its message is communicated in a way that is not only clear and compelling but also deeply resonant with those who encounter it.

“Teens aren’t going to give you their attention for free—you have to earn it,” David noted, reflecting on his years in youth ministry. This truth applies broadly across all age groups in the Church. If the Church fails to present itself in a way that is engaging and relevant, people will simply move on, missing out on the profound spiritual connections the Church offers.

The Role of Branding in the Eucharistic Revival

Gerardo and David also discussed the ongoing National Eucharistic Revival and the role branding plays in this movement. David praised the NEC’s efforts to create a cohesive and impactful experience, citing the recent pilgrimages as an example. These events were not only powerful spiritual experiences but also served as effective branding efforts, drawing attention and sparking conversations across the country.

“When 6,000 people gather in San Francisco under the name of Jesus, it’s not just great for the people there—it makes everyone in the state start to ask questions,” David said. This kind of public witness, he argued, is a form of branding that can shift perceptions and invite deeper engagement with the Church.

Practical Steps for Improving Church Branding

When asked how parishes can improve their branding, David emphasized the importance of starting with an honest evaluation. He suggested that parishes bring in an outsider—someone who isn’t part of the community—to provide an objective assessment. “It’s hard to see the flaws when you’re on the inside,” he explained. This external perspective can help identify areas where the parish’s messaging and branding might be falling short.

David also warned against simply copying what works for other parishes. “You’re not St. Tim’s,” he said. “Your parish has a unique identity, and your branding should reflect that.” Understanding this identity—who you are as a parish and what you uniquely offer—is crucial to developing an effective branding strategy.

Branding as a Relational Process

David further elaborated on the relational aspect of branding, comparing it to how we communicate differently with different people in our lives. Just as we speak differently to a spouse, a sister, or a daughter, the Church needs to tailor its messaging to connect with different audiences in meaningful ways.

“Once you know who you are, you know what you have to offer,” David explained. “And then you can figure out how to communicate that to the people you’re trying to reach.” This relational approach ensures that the Church’s branding isn’t just about presenting information but about creating authentic connections that draw people closer to Christ.

The Central Role of Prayer in Branding

In response to a question about the role of prayer in branding, David emphasized that prayer is foundational. “Prayer is central because it’s about asking the Holy Spirit to guide us,” he said. The process of branding and communication in the Church should be rooted in a deep understanding of the Church’s mission and identity, guided by the Holy Spirit.

David reminded the audience of the story of Pentecost, where the Holy Spirit empowered the disciples to communicate in ways that were not native to them. “The Holy Spirit gave them the power to be the sender, changed the message in a way the receiver could hear it, and the Church grew by 3,000 people,” he said. This story serves as a model for how the Church can approach branding—with prayerful discernment and a reliance on the Holy Spirit to guide its efforts.

Conclusion

As the session drew to a close, David left the audience with a powerful reminder: “Branding is not who we say we are; it’s what someone else says we are based on their experience with us.” For the Church, this means every interaction, every piece of communication, and every decision should be made with intentionality, ensuring that the message of the gospel is communicated clearly, beautifully, and effectively.

By embracing the tools of branding and marketing as forms of evangelization, the Church can better fulfill its mission of drawing people into a deeper relationship with Christ. Whether through honest evaluations, creative storytelling, or prayerful discernment, the Church has the opportunity to shape how it is perceived and, ultimately, how it can bring more people to the faith.