FEATURE
What is your branding? What is your “Brand Identity”? What’s your brand strategy? Do you have brand recognition? Do you have brand trust?
More Than a
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LABEL
hat is with all these questions about branding? Isn’t that a business and marketing thing? It sounds like a cheap gimmick at a used car lot, where they try to sell you the world and get you to buy anything and everything. Believe it or not, we are all a brand. Even our church is a brand. Yes, that’s right, the Adventist Church has its own brand. Not only do we shop for and connect and interact with different brands during our daily lives— whether that’s Nike, Starbucks, Walmart, Beyond Meat, Honda, or Postum—we are all our own, personal, living brand. 12
Alberta Adventist News
Before we jump in any comes to our church, right? further, what is a brand? Now, I know we are a church According to Allie Decker, “A organization and we do not brand is a feature or set of have customers, per se, because features that distinguish one we are not selling products organization from another. A for profit, but we are an brand is typically comprised organization that has members, of a name, tagline, logo or and we provide services and symbol, design, brand voice, spiritual experiences. That in and more. It also refers to the itself warrants us to understand overall experience a customer more about what connects and undergoes when interacting resonates with and impacts with a business—as a shopper, members and the people we are customer, social media follower, trying to reach in the secular or mere passerby.” world. If, ultimately, the overall Decker goes on to say, experience a customer “Branding is the process of undergoes when interacting researching, developing, and with a business is so crucial, we applying a distinctive feature should probably look a little or set of features to your more into branding when it organization so that consumers
SEPTEMBER 2021
