Virginia Episcopalian Magazine Winter 2015 Issue | Page 17

Tackling Branding Anne Rudig is the communications director for the Episcopal Church – an organization that has itself been through a recent rebranding process. “The first step is always some research,” says Rudig. For the folks at the Episcopal Church Center, this meant talking to newcomers to the Church – folks for whom “being in love with the Church was still really fresh in their hearts and minds.” The interesting part of those interviews, Rudig said, was “what we heard validated our notion that our tagline should be ‘The Episcopal Church Welcomes You.’” She added, “It’s like a speed ramp to Jesus.” The interviewees also “said secondary things that became extremely useful as we moved toward art direction.” Things like, “I want to touch an ancient tradition and I want to ask a lot of questions,” or, “I love the Episcopal Church because it’s steeped in tradition and not mired in tradition.” That “happy tension” between the old and the new became the foundation of the Episcopal Church’s graphic strategy. So how can a congregation apply those same concepts on a smaller level? “A local church can talk to three or six people who’ve been involved in the last 12 months and say, ‘What’s your take on this place? What really stands out to you? Why do you keep coming back?’” said Rudig. Those are important conversations to have, she explained, because branding is “more about our audience than it is about us.” between what we’re saying we are – which is a radically inclusive, loving church – and that logo.” Past versions of the logo had featured the lion of St. Mark, or the church’s spire, which is a prominent feature of the church’s location on The Boulevard in Richmond. And in the last 20 years, the church had changed logos four times. This time, they wanted to get it right, and hopefully have some logo