There are mixed opinions in the literature in regards of the appropriateness, relevance, and significance of church branding in the context of church participation. This study developed and applied 'perceived brand orientation' construct in church context and examine its impact on perceived benefits associated with church services. The results indicate that 'perceived brand orientation' is significantly related to 'perceived social benefits' and 'perceived spiritual benefits'. This study highlights the importance of being brand-oriented in order to attract members' participation. Relevant implications for church leaders and non-profit researchers are also identified.