It's Our Identity
In the same way that you as an individual have an identity, so does every organisation (whether they know it or not). Your identity is who you are, and it's also your reputation and who other people think you are.
“A brand is a person’s gut feeling about a product, service or a company.
— Marty Neumeier, 'The Brand Gap'
When we're looking at branding for Catch The Fire, we look at every part of our culture, identity and reputation, we're trying to cultivate a unified and consistent voice for all of Catch The Fire worldwide. When people experience a conference in Toronto it should be the same 'voice' they hear as when they registered online, and the same voice they hear again when they join a Catch The Fire church in their home nation.