Brand

The sum total perception of a given audience or group towards an organization, product or service. A brand encompasses the physical, emotional, social and psychological connections and ideas the audience holds toward the organization, product or service.

Though a church may have a "brand" by default, because it exists and is perceived in the marketplace, it is inadvisable for believers to pursue or adopt any brand other than Christ. Our desire as the body of Christ is to see Christ Himself as the sum total perception of  the church--for others to say, "They look, act and think like Jesus."

> More About "Unbranding" the Church