Should you integrate your faith into your company’s brand?
Many faith-driven leaders are hesitant.
Grove9 Founder + Chief Brand Strategist, Justin Eklund, shares from his book, Brand for Impact.
“I’d like to tell you that building a high-impact brand is possible – and highly beneficial.
I believe one of the most meaningful parts of my book is the interviews/case studies of high-impact businesses.
These are much more than testimonials. They’re real-life, battle-tested examples of what it looks like to build and live a high-impact brand in the marketplace today.
I hope you’re as encouraged and challenged as I am.
Today, we’re highlighting my conversation with Stephen Phelan, Chief Pastoral Officer at Movement Mortgage.
Justin: What’s your mission at Movement Mortgage?
Stephen: Our mission: To love and value people in everything we do.
Justin: How do purpose and faith influence the organization you lead?
Stephen: We’re driven by the Great Commission, the Great Commandment, and the example of the good Samaritan to love and value people by leading a movement of change in our industry and other corporate communities. Our clients and our communities feel it so much they want to know why. Our vision is that our story would somehow become a city on a hill and a lamp in the darkness to influence other corporate cultures to shift and change to advance God’s kingdom through business. We’re energized by the impact this can have on marginalized communities all over the world. This is God’s story. We know He is bigger than any of us and will do more than we ask or imagine. He has called us to be coworkers with him. What a remarkable thing.
Justin: Why don’t more faith-driven business leaders incorporate their faith into their company and brand?
Stephen: I think it is for two reasons: fear and the status quo. Fear in that leaders are afraid they could get sued if they talk about God’s love. Second, this isn’t the way it is usually done. The business world needs more models, more examples of what it looks like to radically love and value people in every industry.
Justin: How does your purpose and/or your faith show up in your company’s brand, marketing, and/or messaging?
Stephen: They’re closely intertwined. So, my personal purpose is to experience and multiply the love of Jesus. The purpose of Movement is that, “We exist to love and value people by leading a movement of change in our industry in other corporate cultures and local communities.” So, if you look at those two, we exist to love and value people. That’s why we exist as a company – we don’t exist to do loans. We exist to love.
Our hoodies say, “Love and Value.” Our hats say, “Love and Value.” We are very consistent. You can’t get away from the message. At every Friday meeting, at every gathering, and at every annual meeting, everything is directed toward the why, [which is] to love and value people.
Justin: What impact have you experienced, positive or negative, in being a faith-forward business?
Stephen: It has been overwhelmingly positive. 1,000:1 Raving fans to detractors.
What an incredible example! At the heart of their approach is an amazingly clear, consistent, and creative delivery of a high-impact brand. How’s it working out for them? Check out Movement Mortgage and see the results for yourself. You’ll find incredible impact and remarkable organizational flourishing.
If you’d like a copy of Brand for Impact, you can pick one up here.
Or, just send me a note, and I’ll send you a free copy.” 🙂
