This week I had the opportunity to train staff serving with me at The Navigators headquarters on the latest updates made to our branding guidelines. I went through topics like how to make a logo for a ministry event, the status of our various trademark submissions, and updates to our “elevator speech” (a 15-second description of The Navigators, something you could tell someone in the time it would take to take an elevator up a floor).
The staff receiving the training are individuals we have designated as “brand champions,” those who have gone through extra training to become experts in all the guidelines so they can more effectively apply the principles in their ministry efforts. Our brand team in the communication department is only five strong; we need the valuable contribution of these brand champions to help our entire staff community use our brand effectively.
Ultimately the point of branding isn’t just to make sure the logo is used appropriately or that trademark symbols are in the proper place. Good branding should tell a consistent and captivating story to the people reading it and seeing it. The Navigators has a unique, compelling vision to see Life-to-Life® disciplemakers create spiritual generations of believers, each aiming to reach people with the gospel of Jesus all throughout the world. When our branding teams makes a change to our guidelines it’s in an effort to tell that story more clearly.