Monday, November 27, 2006

Another Conversation about Branding

In a continuing conversation many of us are having at church, the idea of branding our church has been a recurrent theme. Having now established our identity missional statement, we now move forward in communicating that statement in our ministry activities. The idea, of course, is to use the statement as a way to 'stay the course' in our pursuit of finding ways to reach out to church-seekers and also as a way to 'remind us all' why we are here.

In such a conversation, branding becomes an underlying theme. And with branding, we should keep asking ourselves: Who do people think we are? Are we remaining true to who we say we are? And while these are thoughtful and good questions to keep asking ourselves, we also need to be careful when asking these questions. In our desire to remain true to our identity, is it possible to lose the ability and elasticity to change when necessary?

In a post written about the struggles with brand marketing that Starbucks Coffee is having, one writer talks about the dangers of branding without entirely chucking the entire concept. Go over and read the post and let us ask ourselves how branding can help us without being tied to it.

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