A Message From Head Office to the Marketing Department
We all function by icons now – our phones are full of them. They migrated from our computer screens. Each icon is itself a brand. And we use them to navigate through life.
Brands, like icons provide reference points. When I am driving through town with an empty stomach I am not looking for a sign that simply says FOOD HERE. Rather, I start looking for a brand. More likely, I pull out my phone and tap one icon to find the nearest location of the other brand I have in my mind. The first function of a brand is as a sign post. Not all that different than a sign post on the road. They simply serve to make you aware of the presence of something.
Another function of a brand is provide the visual and audible entrance way to the product or service. It is like the front door, or maybe like the address on the door. It tells us we found the right place and the brand will attract or repel us based on our experience with what lies behind the door. I may pass any number of very reasonable options in my pursuit of a particular brand.
However, branding communicates much more than presence and function – it also communicates particular values, atmosphere and intentions. The brand identifies and prepares us for a particular experience. The real essence of the thing is beyond the brand. It’s the drink itself I am thirsty for not just the presence of the Coke can. However, the familiar red and white can creates the appetite and expectation for what’s inside.
Companies invest huge fortunes into creating and then protecting their brand.
Well, what is God’s brand?
We are the reference point and the welcome mat.
The Way, the Truth and the Life is what lies within the brand. We are not the point – Jesus is! Think of this. Christians, that is “little Christ’s”, are the brand for Christ, that is, Jesus Christ. We are the marketing department for God. And the Head Office has given this directive,
“A new mandate for you – love one another –
even as I have loved you, love one another.
By this all men will know that you are my disciples,
if you have love one for another.”
Is this what people are thinking when they see God’s brand?
What will they find if they tap on the app?