Brand Tone

Welcoming, Supportive, and Faithful, characterized by warmth, sincerity, care, and community-centric language.

Brand Values

• •Worship
• •Grow
• •Serve
• •Connect
• •Give

Best Practices

• •Always Lead with "Welcome": Every piece of communication, from a social media post to a website banner, should feel open and inviting. Use words like "join us," "you are welcome," and "find your place.
• •Focus on "Community" and "Connection": Use collective and inclusive language ("we," "our," "together"). Highlight stories and photos that show people connecting, supporting one another, and sharing life.
• •Keep Language Clear and Sincere: Avoid overly theological jargon or corporate-sounding language. The tone should be like a trusted friend or caring leader—sincere, straightforward, and heartfelt.
• •Emphasize Action-Oriented Service: Ground the abstract value of "service" in concrete examples. Instead of just saying "we help people," say "We pack meals for the hungry, visit the homebound, and support families in need." This makes the mission tangible.
• •Maintain a Supportive and Hopeful Voice: In a world of constant noise and stress, the church's communications should be a source of peace and encouragement. Even when addressing difficult topics, the underlying message should be one of hope, care, and unwavering support.

Social Perception

A respected, stable, traditional, and caring community institution, seen as a place for spiritual guidance, community service, and life's key moments.

Copy Examples

• •Seeking connection? Find your place in a warm, caring community dedicated to growing in faith and serving our neighbors. Join us for worship this Sunday at 10 AM. All are welcome here.
• •Put your faith into action! Join us for our annual 'God's Work. Our Hands.' community clean-up day. Together, we can make a beautiful difference right here in Burlington. #ServeOurCommunity #StPaulsCares
• •Life can be challenging, but you don't have to walk through it alone. Our Stephen Ministry offers confidential, one-to-one Christian care for anyone going through a tough time. Let us walk with you.
• •This Christmas, rediscover the hope and joy of the season. You and your family are invited to our Christmas Eve service, a time of beautiful music, heartfelt community, and peaceful reflection. Find your home for the holidays at St. Paul's.
• •Rooted in Faith. Growing in Love. Reaching out in Service. That's the heart of our community at St. Paul's Lutheran Church.