From Church Central:
"I firmly believe that as the missional and incarnational approaches become the prevailing models for the Church, we will need the power and clarity of good identity branding. If we ignore it, we leave a key component of growth off the table."... read more
To consider the Church of Jesus Christ in a business context is a slippery slope that only gets steeper as time passes. Branding introduces business concepts of mans design, which are faulty on a good day. Formulaic presentations limit the Church over time and will in due course lead to a more updated and modernized form of religion, which is what we as Christ followers have been trying to overcome for several generations. Logos,trademarks,phraseology, etc. does not capture the hearts of the hungry. God captures the hearts of the unbelieving through his Holy Spirit. His Church and the hearts for him that they possess. All the branding and marketing at our disposal will not keep those in good stead who have no foundation and teaching to draw from. Any church can brand or market. I have seen large bodies with powerful branding that treat the lost as clients and members as employees. At first glance it is dynamic and refreshing. Replete w/ catchy phrases,one word hooks and energised worship time, but when you delve deeper. The body has little direction. The teaching lacks foundation and the blind lead the blind. Foundation is key and living the life that Christ and his word , outlines for us is how we become true “ fishers of men”,.
There is nothing wrong with updating w/ logos,or eye catching presentation. To go beyond that and govern the body w/ this or that business model is regrettable to me. We are not the money changers at the temple steps.
We do have short attenetion spans it seems, but that is only because so much in our culture is disposable and riddled w/ imperfection. There is no imperfection in Christ and there is nothing to improve upon.
We need only walk what we talk.
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Comment by Stephen - Oct 25, 2007 @ 11:54 PM
I agree w/ Stephen. This much promotion of a business model is something of a concern. However, one must consider the source of who was promoting it.
In a time in which “consumerism” is being so criticized and attempted to be countered by many in the church, this “branding” mindset only reinforces the consumer mindset.
Are we to be Christ-centered, or church- centered?
Comment by Rick - Oct 27, 2007 @ 11:34 AM
The heart of “branding” is building an emotional connection between the consumer and the product. The product then becomes part of the lifescape of the consumer. To think that this does apply to the church is crazy! Churches have done this for years (remember denominational loyalty) and still do it (membership classes)in ways that attempt to impact the actions of the people they have access to. Don’t kid yourself into thinking this is new. It just has a name now.
Comment by 218Matt - Oct 28, 2007 @ 03:23 PM
I disagree with you guys. The branding he’s talking about is to Non Christians. This has nothing to do with the “consumer mindset” of Christians like myself.
The Church has an image (brand image) problem with the rest of the world. We’re supposed to be known for our love, but we’re not. We’re supposed to be little Christs (that’s what Christian means), instead we’re known to be hypocritical, hard hearted, stubborn, irrelevant, etc.
Now, of course, I agree we are to be fools for Christ, but the kind of fools who are foolish for loving and obeying God and giving ourselves away. We’re known as being political fools, relational fools, fools of the worst kind.
The Church/Gospel does have a brand image problem. It’s our fault! It’s MY fault!
Comment by Jesse - Oct 29, 2007 @ 09:27 AM
Suffice it to say that branding must be done with humily and respect if at all. Let the Spirit guide you, brothers we need not divide on this issue.
Comment by Todd - Oct 29, 2007 @ 04:12 PM
I think we agree (to some extent) but have a different view on the origin of the brand. From the marketing perspective, the brand’s value begins with the current customers - in this case those inside the church. As the customers have a good experience, they begin to talk about the product in positive ways. A positive brand image appears. At that point those outside hear good things and develop a 2nd degree positive brand experience. All of this can happen in the negative as well. In the case of the current conversation, many people have had and have heard about negative experiences with the church. This has created a “brand image problem”. We are not effectively reflecting the real “image” -that of Christ.
The terminology is just a new way to understand the reaction that we are seeing beyond the wall. We have become known for who and what we are against, rather than for what we are for. The word “brand” in no way diminishes the efforts to be God’s representatives in this world.
Comment by 218Matt - Nov 05, 2007 @ 11:41 AM
There is a fundamental difference between identification and distinction. I have no problem with branding in the sense that it helps people identify with the local church. The brand image problem you speak of is not a image problem at all since we are all created in the image of God. The problem is not with branding per se, the problem is with the behavior of believers. That is a different issue than the one stated here.
Churches get themselves in trouble when we begin to try to differentiate ourselves from other churches using marketplace tactics. One Lord, one faith, one baptism!!!
On another note the need to have a “good experience” is not always applicable to the church. The early church added many believers when they were cut to the heart. When I preach and teach, I don’t think about creating a good experience as I see it as vanity and not fully dependent on God to move in the lives of the hearers. My goal is to be faithful and if by faithfulness I make myself available to God who gets the increase.
No amount of branding with be able to withstand a lack of love or compassion in the local church. Change the way you love and you create the brand. Willow Creek started as a unknown church, but as they increased in love their “brand” emerged.
Branding is easy. I can find a bunch of brand design teams on the web and for enough money I can get a brand in a week and can do it without saying a single prayer or passing on a single meal. However the leader who’s heart is to turn his congregation towards God will quickly discover that He can not make even a slight dent without God’s grace and mercy.
Comment by Todd - Nov 07, 2007 @ 05:13 PM