When Jesus walked to the edge of the water to be baptized by John (Matthew 3), the world was ready for an exciting change. Baptism is the outward sign of things to come. It represents change. It communicates openly. It needs cultivation.

Pastors’ eyes glaze over at the mere mention of the word "branding." However, marketing and branding are two concepts that are increasingly discussed in the Church. This is a good thing because we need to revitalize what the Church is offering – using the principles of baptism and branding.

Before you think that I’m a heretic, I realize that Jesus commanded that we be baptized and He never had a commandment about branding. But through His act of baptism, He helped brand the Church. "How?" you ask. Let’s take a look at what branding is and how it can help you in your church.

Often, pastors tell me that they know exactly what their vision statement is. Or what their mission statement is. Or what their purpose is. Thanks to Rick Warren (through his "Purpose Driven" library), pastors and their congregations realize that we need a purpose. A raison d’être. When it comes to the Church, a brand is much more than all these important things. A brand is a promise. Your promise. And you must keep your promise. Matthew 5:37 says, "Simply let your ‘Yes’ be ‘Yes,’ and your ‘No,’ ‘No’" (NIV).

So for the Church, pastors have to determine what they are promising their two audiences: internal (in the pew) and external (in the community). It’s what your local church does really well. What you do best. And it has to be unique when compared to other churches in the area. That’s why McDonald’s can’t suggest that someone can "Have it Your Way" when Burger King "owns" that branding position.

Branding (or positioning) is simply determining what makes the church stand out in a crowd. And it needs to create an emotional response. John the Baptist, standing in the Jordan River telling people they must "repent and be baptized," knew how to stand out in the crowd! In fact, crowds of people swarmed to him. He set himself apart from what others were doing and requested an emotional response. And the closer you get that response to the needs of your audience, the more effective your branding will be.

It represents change.

The Bible makes it clear that before baptism, there must be change. Unexpected change. Often, when we talk with churches, it’s because the church is going through change. Perhaps it’s a new pastor, a new vision or a new building. Brand development is the best way to notify your audience of that change. If you don’t have a lot of change happening, then perhaps it’s time for you to create some, or look at past successes and ride on them.

Remember when you needed to photocopy something and you asked to "Xerox" it? Well, through a series of internal and external changes that moved that corporation from a copier company into a "customer-centric company built on a history of innovative ideas," the Xerox Corporation recently unveiled a new brand. The new look represents a different direction, just like baptism reflects our new focus.

It communicates openly.

The trend of baptisms in our nation’s largest denominations is dropping (SBC: decline of 1.89 percent from 2005 to 2006). This could communicate that our churches aren’t spreading the Good News as we’ve been commanded. It also may be evident that we’re not "compelling" our community to come into our churches (Luke 14:23). Branding is the easiest way to get your message out. Baptism is the outward act of communicating what’s going on inside. The same should be said of your brand.

Once your church has determined your branding, it must be communicated. And the more you communicate it in unison, the more effective it will be. It will resonate and carry farther. It’s like the difference between a soloist and a choir, and the more your choir sings in harmony, the more the message will resonate and be memorable.

Make sure that everything produced represents the quality and message of your brand. Your logo needs to be simple and memorable, coupled with your positioning statement (a short one-liner of your branding). And this logo, which helps determine your color palette and design, must be used consistently throughout all print and Web materials.

It needs cultivation.

A person who has repented and been baptized doesn’t look a certain way. But if they are living as a discipled Christ-follower, there are certain principles that a Christian should follow.

Christians develop a perception in the community. That perception is your brand. And your "group of Christians" has a perception. Unfortunately, the unchurched has a perception of perhaps one or two believers that taints the perception of your church. And that perception, or brand, is in a continual flux. If you don’t do any branding, your perception will never be accurately portrayed.

It’s important to realize that your brand is not a fixed concept. You don’t or won’t own a brand forever. Just as Kodak used to be known as the best film in the industry, it realized that it must reinvent itself as a "digital imaging leader." The company even changed its logo. What a big decision. But imagine the cost of not changing. And sadly, that’s where most churches find themselves.

A brand must be cultivated, tested and changed as needed by constantly testing your message with your audience. It’s the reason Wendy’s recently announced they are dropping their "red-headed pigtail" commercials. It simply doesn’t connect with their purchasing audience.

After He was baptized, Jesus stepped onto the shore and launched His preaching ministry. Some may say He launched a church of Baptists (in one form or another). But it would be best to say that this one act, coupled with a message of repentance and faith, has changed our world. That’s what the Church has been called to. Branding is the cost-effective vehicle to that end.

Mark MacDonald is a national certified church consultant and the president of PinPoint Creative Group, a strategic branding and marketing agency committed to churches and ministries through print and Web-based mediums. He also sits on the vendor advisory board of the 2008 Church Solutions Conference and Expo. He can be reached at mark@pinpointcreative.com or via www.pinpointcreative.com.