I had a conversation with a staff member who related a story about someone who asked her where she attended church. Her response was, “Epiphany.” The questioner looked puzzled. The staff member added, “You know, the triangle church.” The other person knew immediately where our staff member attended church.
The conversation above is not unusual. Chris Forbes, in Guerrilla Marketing For Non-Profits, states non-profit as well as for-profit organizations are remembered by their “theme line” more than their names. It is the theme line that immediately brings the organization’s product or service to mind. For example, the theme line “Breakfast of Champions” immediately brings Wheaties to mind! “The cereal that helps lower cholesterol” brings Cheerios to mind.
Theme lines also help a community know a congregation. Good Shepherd Lutheran, Cincinnati, defined itself as, “A place to grow in faith.” This congregation emphasized the five weekly Bible studies and other educational opportunities in its ministry portfolio. It was a church where members and non-members learned scripture and the theology of the church.
Communities can define the theme line for a congregation. For example, I have a pastor friend who served First Lutheran, Bellefontaine. One day my friend was buying gas when a person asked him which church he served. He answered, “First Lutheran.” The questioner looked puzzled, so my friend pointed to the church building. The questioner then said, “Oh, the church that helps people.” The questioner’s response was the theme line the community had given the church because it helped those who needed food and other services in the Bellefontaine area.
For several weeks I have been trying to define a theme line for Epiphany. What is Epiphany’s identity? How is it known by its members and by its staff? One answer is stated above; people in Centerville know Epiphany as “The Triangle Church.” Several weeks ago, I asked the staff, “What would be a good theme line for Epiphany?” Since this question had never been asked before, there was no response. I put a sheet of paper on my office door for the staff to record their theme lines once they had time to think about their answers. Following are the theme lines posted: “The church that serves its community.” There is good reason for this line; i.e., the Pantry and the preschool. “The church that makes a difference.” This line reflects the global outreach of Epiphany as well as its ministries in the local community. “A church that has a passion for people” is another answer. The person who submitted this theme line was thinking of the support Kay Wean has received and the prison ministries that records imprisoned fathers and mothers reading children’s books and then taking the recordings to the prisoner’s children as a way of connecting parent and child. A shorter version of the last theme line is, “A church that cares for people.” Another theme line, “A place where you get connected with God and others” uses a very popular term “connected” to show that people are connected to God and others through worship, study, service, and fellowship. Finally, a shorter version is simple the word “Connected.”
Once a theme line is defined for Epiphany, Epiphany’s disciples can use that line to differentiate Epiphany from other churches. And, we can use it to invite family, friends, and neighbors to join us in worship, study, service, and fellowship.
Join the discussion! What is the theme line you would give to Epiphany? What very short sentence describes the essence of our congregation for you? What does this sentence communicate about Epiphany and what Epiphany does?
Pastor Pete