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Branding should...

(We used the 'Dirty Jobs' brand to talk to our students about Mission Trips)

I read recently about what branding really is and what it should do and it reminded me of why we changed the name of our student ministry to GSM (Granger Student Ministry). The article said, "Branding should..."

1.  IDENTIFY YOU AND YOUR BUSINESS/ORGANIZATION.

"Having a brand identity helps differentiate yourself from other businesses/organizations. Your brand identity needs to provide your clients with a consistent experience in order not to confuse them, because confusion leads to doubt.  IT NEEDS TO BE MEMORABLE."

ME: Nothing more clarifying about the "student ministry of Granger Community Church" than "Granger Student Ministry".

2.  REPRESENT YOU AND YOUR BUSINESS/ORGANIZATION WELL.

"When people see your business card or logo they should automatically get a sense of what you do, what kind of business/organization you have, and also get a glimpse at your personality. Also keep in mind how you want your client to perceive your business. IT NEEDS TO BE DESCRIBABLE."

ME: Since GSM is a living breathing organism, not a business, we're represented by real students and leaders...I know this secretly frightens a lot of pastors to know that their people are representing their church, BUT I LOVE IT!!!

BRANDING ASIDE:  WHO CARES if "OUR CHURCH" looks good or not...what if we cared MORE about making JESUS look good!!!