Southern Asia-Pacific Region Reinforces Church Branding

Toolkit will help churches, organizations to share the basics of Adventist identity.

Edward Rodriguez, Southern Asia-Pacific Division, and Adventist Review
<strong>Southern Asia-Pacific Region Reinforces Church Branding</strong>
[Image: courtesy of the Southern Asia-Pacific Division Communication Department]

The Southern Asia-Pacific Division (SSD) Executive Committee has approved the creation of its Adventist Identity Toolkit. The division’s Communication Department is leading this initiative to reinforce the Seventh-day Adventist Global Identity Guideline System and provide Adventist churches across the region with contextualized information and resource design. Additionally, it was cleared for implementation at the start of 2023.

This toolkit will assist churches, organizations, and institutions in the SSD territory (consisting of Bangladesh, Brunei Darussalam, Cambodia, Indonesia, Lao People’s Democratic Republic, Malaysia, Myanmar, Pakistan, the Philippines, Singapore, Sri Lanka, Thailand, Timor-Leste, and Vietnam) in introducing the fundamental components and primary identity system of the church in this region. It will be done in support of the global church’s initiative to have a unified strategy to help the world understand the Bible and find freedom, healing, and hope in Jesus. As it introduces the nature of the church and its purposes for the world, this toolkit will be inclusive of variety and accommodate a wide range of cultural traditions, leaders said.

The toolkit will aid in educating local residents about Seventh-day Adventists. It will encourage entities of the Adventist Church to include the uniform design in any materials, resources, or productions created for the church through the various media outlets that already exist, particularly in this region.

The action voted includes a contextualized brand concept that complements the Adventist world church brand identity and a design for corporate signage of church entities. It also includes a design for corporate communication resources, including letterhead, envelopes, business cards, and IDs, and a design for websites, pages, and other online presence.

“Our objective is to highlight two important things: the Adventist identity and the mission of the church,” former SSD communication director Mamerto Guingguing said. Guingguing is now the SSD associate executive secretary. “Our goal is to make it clear to everyone who we are, why we exist, and our brand promise to the people,” he said.

Guingguing reaffirmed the unity of the church’s identity and mission, as well as how the Bible underlines the importance of including these key components in the branding the church presents to the world. At various levels of the church’s organizational structure, the Adventist Identity Branding Toolkit for the SSD will reaffirm its mission and identity.

“Our identity is the essence of who we are, the experience we give to the people, and the emotion we expect from people when they talk about our church. To achieve this, we need visual representations and designs, visual identifiers, that would help people recall and connect with us in the hope of understanding the Bible to find freedom, healing, and hope in Jesus,” Guingguing said.

The original version of this story was posted on the Southern Asia-Pacific Division news site.

Edward Rodriguez, Southern Asia-Pacific Division, and Adventist Review