Has church branding progressed too far?

Branding is all about claiming distinctiveness. What can your product do that others can’t? What looks or feels better than the others? What tastes stand out? Sometimes we treat faith communities the same way.

I visited a congregation on Christmas Eve, one I’ll call First Church, that clearly took this distinctive approach to branding their community.

The bulletin stated in bold, right below the church logo: First Church “is progressive in our theology.”