A Brand Is a Promise

Brands have always been of interest to me.  When I was a kid, there weren’t nearly as many brands in the marketplace as there are today.  We didn’t think much about the labels of our clothes—but when it came to cars and trucks, now that was a big deal.  We were a Ford family. My best friend grew up in a Chevy family so we had many arguments over that one.  My dad and I sighed in relief when they finally came to their senses and bought a Ford truck!

Perhaps my most striking memory of a brand is the branding iron my dad used to mark cattle and other property.  The “R” family brand made a statement.  When people saw this brand, they knew who it belonged to and where it belonged.  But more than that, they knew who stood behind this brand.  My dad was known for keeping his word and for taking good care of all that God had entrusted to him.

My dad passed away six years ago.  I keep his branding iron on my fireplace mantle as a reminder of him.  It is one of my most prized possessions.

 I care about our brand because of the promises it represents.

When Church Development Fund changed its name to CDF Capital last year, the thoughts of my dad’s brand were clearly in my mind.  I wanted to ensure we stayed faithful to who owns us and what we are called to do in His Kingdom.

Brands have the ability to carry a great deal of meaning.  It marks ownership.  And it tells the world something about the qualities and character of the service we provide.  In the simplest of terms, a brand is a promise which lives far longer than the product or service it represents.  I care about our brand because of the promises it represents.

We love this work—and we live this brand.

We promise to:

• Be a trusted partner committed to growing Christ’s church.
• Provide sound financial advice and services through our Financial Capital team.
• Invest in the dreams of church leadership teams through our Leadership Capital team.
• Keep spiritual things first through our Spiritual Capital initiatives
• Focus on the Transforming power of God’s work in our churches and our lives.

You can see the evidence of our brand in the stories of this issue of the Cornerstone.  From the life of a 100-year-old investor (who is a dear sister in Christ) to a church redeeming a bowling alley.  From caring for widows to helping advance church adoptions.  The CDF Capital brand is alive and thriving.  And we remain focused on the special mission God has called us to fulfill.