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As Director of Communications, I’ve been leading a rebranding initiative designed to reflect our theological identity, shared values, and collective mission more clearly and consistently. This process has not been about reimagining ourselves from scratch, but rather about faithfully expressing what already exists - our identity rooted in Christ, discerned in community, and shaped by our Wesleyan heritage. At its heart, this initiative is about witness.
Wrestling with Words: Faithful Language for a Faithful Purpose
Throughout this journey, I’ve heard some honest concerns about the term “branding.” One colleague put it plainly:
“I hate the words ‘branding’ and ‘brand identity.’ Jesus didn’t care about marketing—he cared about truth, relationships, and transformation.”
I understand the concern - “branding” can sound corporate or manipulative, clashing with the gospel’s call to humility and authenticity. Here’s my “yes, and”: When done with theological integrity, branding can be a form of faithful witness - Spirit-led communication that expresses who we are in Christ and invites others into that journey.
Jesus didn’t use the word “brand,” but he was intentional in how he communicated - through parables, symbols, and relationships. The early Church developed a recognizable identity that helped spread across cultures.
So whether we call it “Expression of Mission” or “Branding,” what we’re really doing is making our values visible - clearly, consistently, and in ways rooted in faith and discipleship.
A Theologically Grounded Identity
Our identity is, first and foremost, rooted in Christ. But it is also shaped in community - discerned through our theology, our context, and our collective call. The rebranding initiative has sought to express that identity with clarity and coherence - not to reinvent our values, but to live into them more fully.
Part of this expression includes naming what makes us distinctly United Methodist. It’s not about being better than other denominations - it’s about being clear. How do we understand grace, community, discipleship, and justice in ways that are uniquely shaped by Wesleyan theology? How do those values guide our ministries and mission?
When used thoughtfully, tools like branding can help us answer those questions. Not in opposition to our witness, but in service of it. Thoughtful communication isn’t a threat to discipleship - it’s part of how we embody it.
An Inclusive and Discernment-Led Process
This rebranding initiative has been deeply collaborative. Rather than a top-down directive, it’s been a journey of listening and dialogue. We’ve gathered insights from:
- Key Staff and Ministry Leaders – to understand how different parts of the Conference perceive our current identity.
- The Missional Cabinet – to ensure alignment with our strategic vision and the needs of our congregations.
- Clergy Focus Groups – to capture on-the-ground perspectives from those leading local churches.
- The Board of Laity – to center the voices of lay leaders who embody our mission in everyday discipleship.
All of this has shaped the development of brand guidelines that are not about control but about coherence. When our communications - from email newsletters to social media posts - share a common tone, style, and look, we build trust and clarity across our connection.
Why Brand Guidelines Matter
While it is mostly an internal tool, our brand guidelines will help us:
- Enhance recognition – so people can easily identify and trust communications from the Conference.
- Support engagement – by creating a consistent and welcoming presence across platforms.
- Reflect our mission – so our materials speak authentically to who we are and what we stand for.
- Evaluate programs – by offering a framework to test whether new initiatives align with our values and identity.
Moving Forward with Integrity
This isn’t about adopting a corporate mindset. It’s about committing to clear, consistent, and faithful communication - so that the mission of the Susquehanna Conference is not just heard, but understood. When we make our values visible, we open the door to deeper connection, more effective ministry, and a more compelling witness to the world.
Together, we’re not just branding—we’re bearing witness. And that makes all the difference.
Read the FULL ARTICLE HERE.
