Typically, with redemptive businesses, there are two routes’ entrepreneurs can take. The first route is one that puts their faith at the forefront of everything they do. Just by looking at the logo, it can be quite certain that this is a Christian business. The second route is one that is a bit more subtle. Both of these can be successful, but I want to focus on the second one a bit more. Sometimes as Christian entrepreneurs, we want to display Christianity in every aspect of our business. I think this is a great approach but how you do it is going to be key. For example, a personal finance business with a redemptive aspect may not want to put a cross and Bible verse in their name and logo. Here is why… This may be a complete turn off to non-believers. They see that and think they are going to be judged or they just completely disagree with the faith all together and want to nothing to do with it. Now, let’s say the logo and name appears to be just a casual business name and logo but the company is rooted in Christian faith that flows through every aspect of its business. You now have non-believers entering through your doors unknowing that they are in a Christian environment. They may come in, get financial advice, and leave. Despite not knowing they were in a Christian environment; you still were able to show them what one looks like.
Being a redemptive business does not always mean you have to a cross on your logo. A redemptive business can be one that is just deeply rooted in faith and displays it subtly in every aspect of business. This can be through the treatment of customers, all the way to the hiring process of your team.
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I love this, I always think about the idea of a Christian shoemaker which is a similar principle. The Christian Shoemaker doesn't put a cross or a "C" on the shoe to show that he is a Christian. He shows this by putting his utmost effort into what he is doing and in the quality of service for his customers. He loves those around him and shows his faith not just in word, but also in deed.
Creating our team's name and logo and deciding how openly Christian to make them was a journey, so it's cool to see you flesh out the reasoning for our choices on a blog now. I'm excited to see names, logos, branding, and value proposition you create in the future!
I really liked the way you put that! It is important to remember as you noted that to have a redemptive business doesn't mean you have to put the cross and things physically everywhere, but you can just have a Christian foundation. I find that the second option is probably the most impactful in ways. Like you said you can reach people that didn't maybe fully know it was a Christian business and be able to nudge open the door to let God in. If you conduct a Christian business through and through with just your everyday decisions and hold true to your core values I feel like you'll be able to touch a lot of peoples lives and help them potentially form a better connection with God.