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This is a key question every church and ministry program within a church should be asking themselves. It really is important in distinguishing who you are as a church and it helps you focus in on your mission as an organization.

I think too many times churches try to be everything to everyone. Jesus wants us as the "big C" Church to reach people everywhere, but I believe he’s gifted individual churches with the skills to reach specific groups of people.

Once you know what you’re the best at, it really helps you focus on how you do ministry. Plus it helps you know when to say no to something. If someone wants to start up a ministry or outreach that doesn’t jive with what you’re the best at, you pass on it. It’s not always an easy decision, but it’s the right one. Not only can this work at the church level, it can also make you ministry programs stronger. What is your children’s ministry the best at? How about your adult ministry? Thinking this way helps you use the strengths God has given your congregation and it helps you be good stewards.

So you might be asking, "What does this have to do with church communications?" Thinking about what your best at really helps you establish your brand. I know the b-word makes some church folks uncomfortable, but whether you like it or not, every church has a brand. The things you do and the way you act all effects how people think about and react to you. That’s why I think it’s so important for a church to think about their brand.

Later this week, we’ll look at little more at branding. Once you have defined what you’re the best at then it’s time to think about how you’ll gain momentum and growth.