Christianity has a brand, like it or not. So does your church. And so do you, for that matter. That might make more sense if you define branding the way I do – as the story people are telling about a person, product, or organization.
Artie Davis wrote in his book Craveable that when someone introduces themselves as a Christian, what goes through the mind of a person outside the kingdom is often something like this: “Before me stands a judgmental, mean, ignorant, and intolerant person. Why should I listen to anything they have to say?” People perceive that the church has lost its way in the light of public scandals, personal rejection, and spiritual abuse. Our brand is hurting.
It is not possible to concoct a story about the church that is better than what people actually experience in the real world, but it is possible to tell the right stories and to tell them well. Part of flooding the online space with God’s glory and with the gospel of Jesus is making sure the gospel is given a great deal of attention next to all the other stories being told. This has been our mission since the beginning, and we now have more tools than ever for getting it done.
How can social media save our brand? It can’t, entirely. If the story people associate with the church as God’s people is to become a more positive one, it has to begin with our showing genuine love to each other and to the people living in proximity to us. Right now, I sense another potential great awakening for the church that is less about creeds and more about deeds. Church leaders are pressing forward with their congregations to show the gospel and to be the hands and feet of Jesus to those around us. This is all good, and social media gives us the opportunity to share this story well. Keep reading
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