CrossTrainers, King’s Kidz, Area 56. Often churches like to name their ministries for children and youth. Names provide a cute way of bringing the groups together and giving a common identity. But should churches give ministries their own brands?
While these brand names may bring a sense of excitement to the individual ministry, this practice has at least one significant drawback. As soon as a church gives a label to an age group program, it has cleaved that program from the rest of the church. To call your youth group CrossTrainers will make for some nice t-shirts (with the T forming a cross, of course), but it also sends signals to the youth that they need their own separate church, they don’t belong to the church. Youth groups have a powerful purpose, but they don’t need an identity separate from the rest of the body. Work to help teens and children to understand that their identity is in Jesus Christ, not the clever brand.
Here’s another reason to unbrand your ministries. When you list the 5 and 6 grade group, visitors won’t be confused. They are when you talk about “Unleashed.”
Read more about models of family ministry.