I started learning this concept back in late 1994 just before I moved to pastor my first church in Iowa. I first saw it when I was checking up on that congregation during my interview process with them. (I'll guarantee I did more research into them than they did into me.) I called four unrelated congregations in the area, explained who I was, and asked those churches what they knew about the congregation I was interviewing. Three knew nothing except where it was once I gave the address, and the remaining one didn’t even remember seeing a church at that location. One of the three who remembered it only when I gave the address pastored in a church building about 100 yards south of the one in question – on the same street!
I worked hard at that congregation to make sure it had an identity within the community, but due to their reputation (in some cases a lack of one) I was starting with their deficit. The experience helped me realize how important this concept is.
I put a lot of effort into identity management when Adventure began 12+ years ago. To this day, when people see our logo or even my Jeep, they know who we are, but I've learned about something even better than identity.
I was driving to a meeting at my office one day when I saw a woman parked between the lanes on the interstate (yes, we have interstates in Iowa) with a flat. I made eye contact with her but kept going because I didn’t have time and was sure she’d call someone and be fine. As I pulled off my exit, I felt a pang of guilt and headed back to help her.
I pulled up behind her, got out, asked her to stay in her car, and if she could pop the trunk from the inside. She did, I replaced her flat with her spare, and went up to tell her good bye and to have someone check that spare for her. Her cheeks were wet with tears when I went up to the window. She told me something that shook me: “I saw your Jeep go by, and I saw you see me. I’ve never been to your church, but I’ve heard things, and I knew you’d be back to help me. Thank you.”
Your identity will get you recognized within a community, but your reputation will determine how you are viewed and whether or not you're accepted. Put your emphasis on developing your reputation, not your logo. Think in terms of the reputation and the identity will take care of itself.
