May 2, 2025
By Matthew Shineman, Director of Communication
In any organization, especially one as dynamic and mission-driven as the Susquehanna Conference of the United Methodist Church, branding is more than just a logo or a color palette – it is a reflection of identity, mission, and purpose. As Director of Communications, I have been leading a comprehensive rebranding initiative to ensure that our Conference’s visual and messaging identity aligns with who we are and where we are headed. This process has been deeply collaborative, engaging key stakeholders across the Conference to shape a brand that authentically represents our collective mission and values.
This article outlines the theological and strategic thinking behind the rebranding initiative, addresses some common concerns, and shares the process we’ve followed to shape a shared and faithful identity.
Wrestling with Words: Faithful Language for a Faithful Purpose
Throughout this process, I have encountered understandable discomfort with the language of “branding,” particularly in a religious setting. Many people associate branding with consumer culture, ownership, or transactional marketing – all of which can feel deeply misaligned with the core values of the Church.
One colleague expressed their concern powerfully, stating:
“I hate the words ‘branding’ and ‘brand identity.’ For me, I understand the need for any body, group, or organization to have an identity, and to keep discovering and shaping that identity. What I do not understand is turning this into ‘branding.’ Branding comes from the language of ownership… I simply cannot imagine Jesus having those kinds of conversations. I think Jesus was terrible at ‘branding’ and having a ‘brand identity.’”
This perspective is important, and I deeply appreciate the honesty behind it. Faith should never be reduced to a marketing strategy, and Jesus certainly was not concerned with selling anything – his focus was on truth, relationship, and transformation.
Focusing on What Truly Matters
That being said, I would like to offer a different perspective. While branding historically referred to ownership, in today’s world, it is more about clarity and consistency of identity than it is about merely selling a product. In an era where we are flooded with messages and competing narratives, having a strong and recognizable identity is not about consumerism – it is about integrity. When approached with theological and ethical care, branding in a religious context is simply the outward expression of our deeper calling.
Jesus may not have worried about marketing in the corporate sense, but he was absolutely intentional about how he communicated his mission. He used parables, symbols, and actions that made his message clear and memorable. The early Church had a distinct identity that helped it endure and spread. When I talk about “branding” in a faith-based context, I am not talking about ownership or consumerism – I am talking about ensuring that the message of the Susquehanna Conference is clear, that people recognize who we are (from a values perspective), and that what we say aligns with who we are called to be.
Perhaps instead of seeing branding as a compromise to consumer culture, we can understand it as a commitment to a coherent and authentic witness of our faith. Instead of thinking of it as marketing, we can see it as making our values visible.
The concerns around the word “branding” are real, and I don’t take them lightly. Language matters. At the same time, what we’re really talking about – at its core – is something most of us can agree on: the importance of clearly and consistently communicating who we are, what we value, and what we’re called to do together. My hope is that we won’t let the discomfort with a particular term prevent us from moving forward with clarity and shared purpose. If we stay rooted in mission and relationship, the language will follow.
A Deliberate and Inclusive Process
With that shared understanding in place, we turned our attention to how best to shape a brand that honors both our current identity and our aspirations. Rather than imposing a top-down approach, I have prioritized listening, dialogue, and a shared vision in shaping our new brand guidelines. The journey has unfolded in several key phases:
- Stakeholder Conversations
My first step was engaging in in-depth discussions with key staff members in the Conference Office, as well as chairs of major Conference boards and committees. These conversations provided critical insights into how different areas of the Conference perceive our current identity and what they envision for the future. - Missional Cabinet Consultation
Next, I brought these insights to the Missional Cabinet, which consists of the Bishop, Conference Superintendents, and key leadership. Their perspective is essential, as they oversee the Conference’s broader strategic direction and understand the challenges and opportunities in our congregations and ministries. - Clergy Focus Groups
To ensure the brand resonates with those serving in the local churches, I facilitated two separate focus groups consisting of clergy from different backgrounds and regions within the Conference. These discussions provided a wealth of perspectives on how branding can support ministry, communication, and engagement. - Board of Laity Conversation
Given that lay leaders play a crucial role in the life of our churches, I then turned to the Board of Laity for their insights. Their perspective ensures that our branding reflects not just clergy leadership but also the heart of our congregations – the members and volunteers who bring our mission to life.
Throughout this process, I have been meticulously curating feedback, refining our approach, and shaping a brand that is both reflective of who we are and aspirational in what we seek to become.
The Importance of Internal Brand Guidelines
While brand guidelines may seem like an internal document, their significance cannot be overstated. A well-defined brand ensures that every communication – whether from a Conference Superintendent, the Director of Communications, or any of the many ministries we offer as a Conference – maintains a consistent voice, tone, and visual identity. This consistency fosters trust, credibility, and clarity, making it easier for clergy and laity to engage with the Conference’s resources and messaging.
Strong brand guidelines also:
- Enhance Recognition – A unified look and feel helps people immediately identify communications from the Conference, reinforcing our mission and presence.
- Improve Communication – Clear guidelines ensure that all materials – whether newsletters, social media posts, or event promotions – convey a cohesive message.
- Support Engagement – When people see consistency in messaging and design, they are more likely to engage with and trust the information being shared.
- Reflect Identity and Mission – Our brand should be a visual and narrative representation of who we are and what we stand for. By shaping it together, we ensure that it speaks authentically to our shared faith and mission.
A Framework for Evaluating Programs and Initiatives
Beyond communication, a strong brand identity also serves as a guide for decision-making. By clearly defining who we are and what we stand for, we create a framework for evaluating programs, resources, and initiatives we implement. Every new effort can be tested against our brand identity to ensure that it aligns with our mission and values.
With a consistent brand framework in place, we can ask critical questions before launching new initiatives:
- Does this program reflect our core mission and values?
- Is the messaging and visual identity consistent with the Conference’s brand?
- Will this initiative strengthen our connection with clergy, laity, and the broader community?
- Does this effort reinforce our commitment to discipleship, service, and justice?
Moving Forward
As we finalize the brand guidelines, the focus will shift toward implementation and training, ensuring that all stakeholders understand and can effectively use the new framework. This process is not about imposing a rigid structure but about providing tools that enhance the Conference’s ability to communicate its mission effectively and consistently.
In the coming months, here’s what you can expect to see:
- A New Conference Logo
A fresh take on our logo will reflect our core values and theological identity. It will be versatile, clean, and usable across physical and digital platforms. - Refreshed Color Palette and Fonts
We will introduce a unified color scheme and typography that reflect warmth and vibrancy, helping to align all of our communications and resources - Updated Templates and Resources
Branded templates for newsletters, presentations, flyers, and social media will be made available to Conference staff to ensure a cohesive look and feel across all communication channels. - Revised Messaging and Voice Guidelines
We are developing a tone & style guide to help all communicators within the Conference speak with a consistent voice. - Training and Support
We will offer guidance and resources for how to apply the new brand in local church settings, district offices, and ministry teams – ensuring that these tools support, rather than complicate, their existing work.
A strong, cohesive brand is not about image – it is about authenticity, integrity, and a clear expression of who we are. Through this initiative, the Susquehanna Conference is not adopting a corporate mindset but rather committing to a visible, consistent, and faithful witness to its mission and values.
By embracing this process, we strengthen our ability to communicate, connect, and serve as a unified body, ensuring that our message is not only heard but also understood.