Branding is a promise. It is an experience. It is about one word in a person’s mind.

What do these brands mean to you:

• Starbucks
• Volvo
• Harley Davidson
• Wal-Mart
• Apple

What is the one word for your church? What will you be known for? Authentic, relevant, attractional, missional, relational? Think it out. Pray about it. You need to find that one word and build that in the mind’s of the people you want to reach. And please do your best to not let it be a negative word because once your brand is burned, it’s almost impossible to go back and make a new mark.