Using the term “brand” about the Church or Christianity might feel strange or unfamiliar.
Is this just another shallow analysis oversimplifying complex matters?
Opinions may differ, but I believe it is a key to rediscovering the greatest story ever told and connecting with modern audiences.
I have no intention or skills to challenge theology. My agenda is to help clarify our message so people will listen. That’s what PR professionals are good at.
My dream is for Jesus to be radically rediscovered. Let's join forces to make that happen!
Mythbusting the brand terminology
Here’s the thing: Whether you engage in branding or not, you still have a brand. The question is, are you in control of your own brand?
Put simply, your “brand” is what your audience thinks of when they hear your name. It is what people say about you when you’re not in the room.
The brand Jesus gave us
The Christian brand is not something we came up with or invented. Jesus gave us the brand, and he defined it precisely:
“A new command I give you: Love one another. As I have loved you, so you must love one another. By this everyone will know that you are my disciples, if you love one another.”
—John 13:34–35
Jesus told us to manage this brand in a world that desperately needs it. He promised us help since we could not accomplish this alone.
Every time the Church and Christians act in ways that reinforce God’s unconditional love—when the brand delivery aligns with the brand promise—it represents an irresistible force for good.
This is what we should be known for. A “rebranding” today means radically reclaiming our original brand - the one Jesus gave us.
Two ditches and how to get back on the road
Chapter 3 of my upcoming book, “Rebranding The Church,” explores why many churches in the West have difficulty attracting a contemporary audience. Again, this is the perspective of a PR professional, not a theologian.
I describe two “ditches” many church leaders today fall into: the Chameleon Church and The Turtle Church.
Chameleon Churches try to be relevant by following trends, which waters down the core
message of Christianity by moving away from the original brand.
Meanwhile, Turtle churches are stuck in the past, which leads to the perception of being out-of-touch and even hateful.
Rise of the Lion Church
Instead, I build an argument for The Lion Church, a church that invites people into an epic
story where they become the hero, fighting courageously against the evil in the world, with
Jesus as their guide.
From the book:
“The stakes are high in a time where the Church is at risk of losing a generation.
In one scenario, Christians continue either doubling down on culture war and
antagonism (Turtle Church–style) or water down the message by downplaying the
need for repentance and salvation (Chameleon Church–style).
In another scenario, we return to our original brand, the one Jesus gave us and told
us to manage: radical love and surprising grace (Lion Church–style).
One scenario leads to increasing irrelevance. The other scenario creates a
a movement that becomes an irresistible force for good.
Picture the Church slowly becoming known as a hub for surprising love and
unexpected grace in a world that desperately craves precisely that.”
The hope of the world
The Church needs to rediscover its original brand. And I sometimes think it is easier to see the need for this outside the Church than inside.
It is our only shot at representing something unique and ultimately representing the hope of the world.
Have a great rest of the week!
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