Sometimes churches borrow what everyone else is doing and then act like they invented it themselves. Watching it happen can be a little funny, kind of like seeing someone walk into Starbucks and order “the usual,” then claim they came up with the frappuccino. It makes sense, though. Pastors are busy, overwhelmed, pulled in fifty directions. Leaning on what other churches have done often feels like the smart way to keep things moving without getting lost in the chaos.

Back in the early 2000s, churches like Saddleback, Willow Creek, LifeChurch, and Fellowship became models for churches across the country. Church leaders looked at those big successes and thought, “If it works there, it will work here.” The idea felt safe. Organize around proven approaches and purposes instead of sticking only to traditional methods that might feel outdated or ineffective.

And it worked, or at least it looked like it worked. Churches borrowed the categories, the language, the music, the staff roles, the sermon style (basically the whole package & plan). It felt implementable, efficient, even transformative. But here’s the twist many pastors didn’t see coming. Some began preaching messages that were less theirs and more borrowed. Staff began acting like staff at a megachurch instead of reflecting the unique calling or structure of their own small or mid-size congregation. They hoped that because it worked elsewhere, it would work here too.

Today the models have changed, but the pattern remains. Instead of large church blueprints, pastors now have online tools, downloadable templates, sermon builders, sermon archives, even AI tools that promise to help you build a church brand or sermon series faster, cheaper, and easier than ever.

But that still does not solve the real issue. Are we being true to ourselves and to what God has called us to be? When we borrow from everyone else. Whether from megachurch models, internet templates, or AI sermon generators… there is a risk our outward presentation becomes polished but not genuine. If what we present about our church, our mission, and our uniqueness is not truly us, then we are building what I like to call an authenticity gap. This gap can lead to real problems later. People sense it. Communities notice. Trust starts to erode, sometimes slowly, sometimes fast.

Why Authenticity Matters

Authenticity matters because it lays the foundation for real trust. When church leaders and staff live, speak, and lead in a way that is consistent with their values and convictions, not just what seems trendy or borrowed, people feel safe, seen, and known. Authentic leadership builds genuine relationships, not transactions. It shows that the church is not simply trying to look like the big guys, but is pursuing a unique calling grounded in integrity, humility, and transparency. This sense of realness fosters deeper commitment, vulnerability, and long-term belonging.

As highlighted in Christianity Today in the article “The Weight of Trust”, trust in pastoral leadership cannot be rebuilt simply by polished sermons or marketing, but through consistent integrity and servant leadership over time. Similarly, Church Leaders notes in “Why Being an Authentic Church Leader Is Important and How to Become One” that living authentically as a church leader strengthens relationships and cultivates a culture of trust within the congregation. In a world weary of marketing speak and polished church packages, authenticity becomes a powerful witness. It says we are human, we struggle, we care, and we believe what we say.

What to Do If Your Church Is Facing an “Authenticity Gap”

If you’re reading this and thinking, “Ouch, that might be us,” don’t panic. Here are some practical steps to start closing the gap and leading your church with real, grounded authenticity.

1. Revisit and clarify your core conviction and mission.
Write down the heart of your church. Why does God have you where you are? What is your unique calling? What values matter most? If you don’t have a current statement, gather leadership and craft one together. Make sure this is more than a marketing slogan. It must reflect what God has put in your heart.

2. Audit your language, visuals, and culture.
Look at your church communications, website, social media, bulletin, signage, sermon language, even staff titles. Do they reflect your clarified identity, or do they echo something borrowed from another church? If it feels like fluffy marketing copy more than honest reflection, revise it. Use colors, tone, fonts, and imagery that feel rooted in your actual identity and values. Consistency matters.

3. Lead with transparency and integrity.
Be honest with your community about where you are, what you believe, and where you are going. If resources are limited or your structure is simpler than a big church, say so. Sharing finances, decision-making, and progress openly builds trust. Transparent and accountable leadership strongly correlates with church growth and stability.

4. Encourage authentic relationships, not just programs.
Build spaces for real community: small groups, honest conversations, safe confession, mutual support—not just flashy events or slick services. A truly authentic church becomes a place of belonging for broken people seeking grace, not performance.

5. Use external templates and tools wisely and sparingly.
Templates, sermon builders, and online tools can be helpful, but don’t let them replace prayerful leadership, personal vision, and contextual wisdom. If you borrow a template, adapt it. Make it yours. Use it as a scaffold, not a substitute, for your own voice and calling.

6. Ask your congregation for honest feedback.
Sometimes leaders don’t see where the gap is. Invite trusted church members to share what feels real and what feels cookie cutter. Ask what they love about the church and what feels forced. Having community involved helps keep your identity rooted in real people, not outside trends.

A closing thought

Branding is helpful, maybe necessary, but it should not be the sale. The sermon should not sound like ad copy. The worship service should not feel like a product launch. If people leave church feeling like they just got pitched, then you may have built a brand but lost the gospel.

Commit to authenticity. Commit to being real. Help your church be the kind of place where people come not for colors, logos, or slick design, but for truth, community, grace, and transformation. That is where lasting trust and real impact live.