Branding provides an opportunity to set expectations.
Every visitor to a church you design will be internally asking, "What am I getting myself into?" It's a natural reaction when people go someplace new.
A designer's goal then, according to Nick Kofahl, vice president of sales and marketing at Summit Integrated Systems in Lafayette, Colo., is to offer a level of experience and excellence that triggers and establishes a level of comfort. A comfort that communicates to people that they're in the right place, from the moment they step out of their car.
That's a weighty calling. But that's what branding is all about. Find out more in this month's "Designing a Campus Master-Brand."
Blessings,
Carol Badaracco Padgett
