Branding Guidelines

Jesus asks us in Matthew, 5:16 to "let your light shine before others, that they may see your good deeds and glorify your Father in heaven". We are called to "shine" so that people will glorify God. What applies to us individually, also applies to us collectively as the body of Christ. Hence, we want to portrait the church in a way that is attractive to people, especially those who have no faith and are not coming to church. In particular, we need to avoid reinforcing negative pre-conseptions that they may have about the Christian faith and the church.

Here is a list of preconceptions that people may have and how our branding can provide an alternative image of the church that is positive, attractive and reflects Jesus' character.

Pre-conception	CCC image/Jesus' character
out of touch	involved in the community
white, rich, posh	diversity of race and social backgrounds
obsessed with form	led by the spirit
church is about buildings	church is about people
faith is for Sundays	faith is part of everything in our life
dull and boring	creative, colourful and vibrant
self-centered, inward looking	giving generously and partnering with others
old people's club	for all age groups
stuck in tradition	growing from our roots
societies laggards	societies innovators (see Early Adopters lifecycle)
judgemental and negative	loving, forgiving, relational and solution oriented
broadcasting	conversational
riddled with jargon	clear and contemporary words
ugly and unattractive	clean and attractive
risk-adverse and comfortable	daring and serving
boring	fun
fallen	fighting for the common good in this world
promoting conventional thinking	challenging conventional thinking