Brand Recognition

PepsiCo who owns Orange Juice Tropicana, recently redesigned and then un-redesigned the packaging on their Orange Juice. The article can be read HERE. It was interesting to me because I had recently attended a CCCA conference workshop on branding by Michael Staires in which he talked about your camps "brand". Since that time I have been working more on both the brand image for Berea and for Beans Corner. But this led me to another thought. What is our "brand" as Christians? At least as "evangelical" Christians. What defines us in the minds of the general public? As I watched what is going on in our world, in politics, in culture, I am not sure that we have done a great job in defining, defending, and presenting our "brand." We are known to be religious, conservative. Probably pro-life and anti-homosexual. Since these are Biblical stands we perhaps feel a sense of satisfaction that we are known for our convictions. The problem for me is, I don't see Christ in that list. Jesus had a very specific brand and it is interesting that he resists "broadening" out and diluting that. When they try to draw him into politics about taxes, he sidesteps the questions (render unto Ceasar...) and instead returns to a focus on the relationship with God. When confronted about whether he posed a threat to the current government, he again refocuses (my kingdom is not of this world...). Micah says that He has told us what is good and what the Lord requires, do justice, love mercy, and walk humbly with our God. So just asking, is that our brand? When people think of us as a church, as Christians, what is the first characteristic that pops into their heads? Is it our humble walk with Christ and our concern for others? What is your brand?