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The Brand Process Why We Started the STJ Brand Project:
Starting back several years ago, we began realizing that we are misunderstood in the community around our church. In an attempt to better inform the community of who we are, we commenced the brand project to:
- Better understand exactly how we're perceived
- Clearly articulate who we are
- Align internal and external perceptions
- Ensure a positive impact
Along the way, we've spent time in prayer, in conversation with our congregation at Brand Town Hall Meetings, consulting with professionals in the field, talking to our community through research, and working in collaboration with our Brand Advisory Team made up of STJ members and staff. It’s been an incredible journey, see below for key milestones and content or visit our FAQ for general questions and answers.
OUR JOURNEY
October 2018: Congregation Vote
Sunday October 28, 2018 (12:15pm): Special Voters’ Meeting - Naming Vote
This meeting will take place in the Sanctuary after morning services. The Bylaws of our Constitution require ALL of the following to be a voting member of St. John:
- At least 18 years of age and a member of St. John Church
- You are a member if you have completed the Getting Started Orientation or a Connections class in the past. If you would like to become a member, the final opportunity to attend a Getting Started is Sunday, October 21 at 6:30pm. Registration and more information is available on our website
- Attended 1 of the last 3 congregational meetings
- You can meet this requirement by attending the congregational meeting on Monday, October 22, 2018 at 7pm in Next Generation Lower Level. If you have attended either the October 2017 or May 2018 meeting you fulfill this requirement.
- Agree to abide by the Constitution and Bylaws of St. John Church, agree to unity in fellowship at St. John Church, after a thorough review, accept in writing the St. John Statement of Faith.
- You can review and sign the statement of faith at, or prior to, one of the upcoming Congregational Meetings.
If you are uncertain of your eligibility contact Shelli at or 636.779.2374
Note: St. John Church Constitution and Bylaws limits the ability to vote to eligible voters who are present at the congregational meeting only. Absentee or proxy voting are not permitted.
If you need childcare during the Special Voters' Meeting, please register by Wednesday, October 24, 2018
Monday October 22, 2018 (7pm): Semi-Annual Congregational Meeting
If you are not currently eligible to vote, this meeting is your final opportunity to qualify for the naming vote. If you have already been to the May 22, 2018 or October 27, 2017 meeting, you have already met this requirement.
Early October: Final Recommendation
Pastor Dion shares his final recommendation as we approach our final naming vote.
September 2018: Informal Naming Poll & Finalizing
After informing on the rationale of our current name slate, we are inviting the input of our congregation in a short naming poll. A naming recommendation will be finalized based on congregational input, community research, and with the advisement of the Brand Advisory Team and Board of Directors.
August 2018: Congregation Survey & Name Sharing
From the community survey, the four top performing names were selected and sent to the congregation for feedback.
This portion of the townhall video is helpful if you’re struggling with the four naming concepts you saw in the survey. It specifically covers what the community saw in those names as well as Pastor Dion. There’s more depth and intrigue than you probably realize!
Branding Town Hall: Pathfinder
Branding Town Hall: Lifepost
Branding Town Hall Key Takeaways
Or watch the full video of our weekend townhall meeting to hear the entire process with Q&A from townhall attendees.
July 2018: Community Survey
200 unchurched and dechurched households were asked to give input on a slate of nine naming concepts. Input included likability, interest, matching names with key aspects of our brand house, and open-ended input.
June 2018: Slate of Names, Trademark & Legal
A slate of nine names was constructed from a base of over 300 names. Names were vetted for (1) compatibility with our brand house (2) originality and distinctiveness and (3) trademark and legal clearance.
May 2018: Updates: Facebook Live Town Hall, Congregational Meeting
After taking a break to focus on Easter, Pastor Dion brought us back into the process.
March 2018: Standouts Series
In a message series, we learned about the pillars in our new brand house and heard the official announcement that we are actively exploring a name change.
February 2018: Naming Process Begins
The name exploration process began with two workshops that generated name possibilities, themes, and concepts. The Brand Advisory Team and a separate staff team were involved in the two workshops. Over 200 names were generated and ten names were liked by both groups.
January 2018: Brand Town Halls
After constructing the key parts of our brand house, Pastor Dion shared pieces of the research from July 2016 and the brand house itself.
Fall 2017: Brand Strategy Defined
After four meetings with the Brand Advisory Team, we agree on a path together, seeking first to create a brand house that would be our north star, guiding other decisions.
July 2017: Brand Advisory Team Constituted
A team of people from the congregation, who represent the broader diversity of our church, were brought together to give input into our work.
Fall 2016: Prayer, Conversation & Wrestling (10 mos)
Pastor Dion conversed with staff and congregational leaders about what to do in light of the community focus group research about our identity and reputation. This was also a season of intense prayer and seeking for God’s direction.
Summer 2016: Community Focus Groups
The first step to be clearer about who we are started with learning how we are already seen. We began with four focus groups, two of unchurched people, two of dechurched people, in order to understand what is known about St. John and how we are seen amongst the non-church-going population of west St. Louis County.
Spring 2016: Brand Project Began
After one too many conversations with someone in the community who was sorely mistaken about who St. John was, we intentionally began a journey with board leadership and brand professionals to inform our community of who we are.
