Whats The Point Of Branding?
For some, the word ‘branding’ is a loaded word. Surely it’s the domain of corporate executives, not the Christian Church? However, this misses the point and potential of branding. Branding is so much more than flash names and logos. Think about some of the major brands out there – they all represent something (good or bad). Branding is about expressing the vision, beliefs, purpose and personality of your movement; it is the symbol of your reputation and the experience people have when they come into contact with you. In that sense you can still have a brand even if you don’t name it! ALOVE is The Salvation Army’s opportunity to communicate in a new way to thousands of young people and young adults.
