Mirificam Press

Branding Reconsidered: Corporate Identity in the Christian Worldview Grid

April 2nd, 2008 in Web Design Worldview

by: Matthew Griffin

In web design, we are often put in a position to make important branding and marketing decisions for our clients and employers. But applying a Christian worldview to corporate branding and marketing can be tricky. Apart from a set of ethics—don't steal, don't lie, don't cheat—Christianity doesn't seem to have a lot to do with selling things in the secular world. In reality, it has a great deal to do with it. But it takes a fundamental thought shift for the modern designer to realize it.  In order to encourage this thought shift, first I'm going to take a look at the differences between the common view of branding and Christian view of branding. Then I'll discuss the implications of the opposing views so that you will be better equipped to effectively apply a Christian worldview to marketing design.

What is branding?

The common modern woldview sees branding as a modern corporate design practice in which consistent visual/auditory elements are used to represent a company. It is effectively accomplished by devising symbols that conjure up positive psychological reactions (conscious or subconscious) in consumers, prompting them to take some kind of action.

The Christian worldview, on the other hand sees branding as an ancient practice in which concise visual/auditory symbols are used to mark the work of a craftsman of group of craftsmen. It is effectively accomplished by devising an honest representation of the work of the craftsman.

The Difference

The difference in the age of branding is, no doubt, the first difference you noticed between the opposing views. It's a common belief that branding is a modern practice. In actuality, the first records of human civilization are filled with branding. Craftsmen, families, dynasties and all other kinds of institutions have been branding themselves since the beginning of history. This is important because the common worldview would have you believe that there is little or no history in our line of work. And as Karl Marx explained, "A people separated from their history are easily persuaded."

Next is the difference in how branding is accomplished. The common worldview has the psychology of the public in the driver's seat with honest representation sitting nervously in the back, hoping not to get kicked out. This system is better suited for fly-by-night salesmen and con-men. The Christian worldview does acknowledge the need for common sense when choosing branding symbols, but honest representation is always the primary concern. This approach is most compatible with God's command for all humans to take dominion of the earth. With dominion and good stewardship as our goal, cheap psychological tricks have no place.

Finally, we see a fundamental difference in the overall purpose of branding itself. In the common worldview you will notice that  the purpose of branding is to evoke a shallow emotional response aimed at quick profits. Nancy Pearcy refers to this as "aping the world". The Christian worldview sees branding as the mark of a craftsman which, when accompanied by excellent work, will encourage the growth of solid business relationships. This view is also a multi-generational view where business decisions are made with posterity in mind. It proposes that the success of a business should ultimately depend on the quality of its product or service. Branding is just a helping hand.

Bad News / Good News

The bad news is that most Christian designers and marketers primarily use the evolutionary psychology of the common worldview in their methods. In fact, finding a Christian that has a thoroughly Christian view of branding is a difficult task right now. Even in churches and other Christian ministries, broken worldviews are being applied to marketing and branding. The good news, though, is that many marketers, such Tara Hunt,  who are not necessarily proponents of Christian worldview are discovering that the principles of Christianity described above  actually work in branding and marketing. To these marketers, their ideas are new and revolutionary. We know different, but it does provides a great opportunity for Christians to jump back on board with a Christian way of thinking about business.

Final Thoughts

This has been a very short overview of a complicated issue, but I hope it can at least point Christian designers in the right direction. Although a Christian worldview should always be applied, no matter what the consequences are; I think you will find that a Christian worldview approach is far superior to the common worldview. It will bring great and lasting enjoyment to your vocation and will help you build a business for yourself and your clients that brings glory to God.

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