People often confuse their identity with their logo and think the two are one in the same. You may have heard them refer to their logo as their “brand.” While I get what they’re saying, it’s important to be clear in understanding that there are significant differences between the two.
Your logo is merely a group of lines, symbols and colors that either adequately or inadequately represent your ministry. These elements do not (nor should they) represent the totality of your identity.
Your ministry identity is about your style, vibe and uniqueness. It’s about what people sense when they interact with you. It’s about how they feel when they engage you. It’s about your organization’s personality.
The key to developing identity is to focus on building vision, clarity and legit meaning into your ministry. Think deeply. Have thoughtful, deliberate and challenging conversations with colleagues and friends to get to the bottom of what you are really all about.
This matters because if articulated well, vibrant brand will flow and draw people toward you and your organization out of the meaning you establish and reinforce. Do the hard work. Focus on the underlying goods of your organizational brand, not just what’s represented in the veneer of your visual assets.
Here’s an interesting question for you to consider. If you removed your logo from all your web, social and print assets, could your identity still stand? Would your tribe(s) still understand and track with you? Would they still get you and value what you do?