My daughter Ellie and I have been talking about “branding” lately, something she’s interested in. She says that your “brand” is the first thing people think of when they think of your company. So, when you think of Maxwell House you think of coffee; when you think of Schwinn you think of bicycles, and when you think of Levi’s you think of blue jeans.
But what do you think of when you think of Richmond’s First Baptist Church?
Some people think of us as “that big church on the corner of Monument and the Boulevard.” I’ve heard that some people think of us as “that rich church,” or “that fancy church,” or that “country club church,” (although I couldn’t get anyone to admit it). But my favorite is the one I heard during last year’s youth Christmas pageant, when someone joked about running into some people from that “heaven to earth church.”
That’s a brand I could live with.
Wouldn’t it be wonderful if the first thing people thought of when they thought of Richmond’s First Baptist Church was heaven coming to earth? That could mean so many things! It could mean that when you are sitting in our sanctuary on Sunday morning, listening to the choir sing, it’s like heaven on earth. Or it could mean that the congregation is working to bring heaven to earth all the other days of the week, outside the sanctuary. It could mean both, and ideally it would, but either way, being known as the “heaven to earth church” would not be a bad thing.
So, is that our brand? Is bringing heaven to earth the first thing people think of when they think of Richmond’s First Baptist Church? I don’t know, but I do know that I got email yesterday from a woman in Louisville, Kentucky, who sent me a copy of a hymn about heaven coming to earth because she said that when she saw it, it reminded her of First Baptist, Richmond.
Where would she get such an idea? I don’t know. She might read this blog from time to time. Or she might subscribe to one of the Baptist state newspapers that has carried our story. Or she might visit the Ethics Daily web site, or get electronic updates from Associated Baptist Press. When I was at the General Assembly of the Cooperative Baptist Fellowship recently—a national gathering of Baptists—I was surprised by how many seemed to know about our efforts to bring the Kingdom of Heaven to Richmond, Virginia.
But suppose we were successful? Suppose that by the grace of God, and with the help of the Holy Spirit, and through the tireless leadership of the Lord Jesus Christ we were able to bring heaven even one inch closer to Richmond? What then? What if children were lifted up out of poverty? And racism became a thing of the past? What if no one was hungry or homeless in our city? What if the hospitals were empty? What if the streets were clean? What if strangers greeted one another as friends? What if the love of Christ were known and felt? What if sins were forgiven, and hopes restored, and lives made new? What if the presence of God lit up the city like sunshine, and the Spirit of God became the very air we breathed? How many more people would know our story then?
If being known as the “heaven to earth church” moves us one inch closer to that vision, then I’m for it.