A strategy session held with the senior pastors and key members of the leadership team of the church. At the session, the brand fundamentals including the vision, mission, values, personality and brand essence were defined.
The new brand essence, Think Greatness, captures how GIC’s message directly impacts people and how their lives are turned around for good.
The brand mission demonstrates GIC’s calling and purpose in society:
We are Global Impact.
Following the strategy session, a brand strategy document was developed. Two major initiatives that were initiated are a leadership development institute and a human development fund.
A communication strategy was designed to deliver on a key objective of the church: to ensure GIC’s brand promises are propagated and fulfilled in human lives & society. The promises are:
We believe in you and your potential.
We will provide knowledge for transformation.
We will support your aspirations.
Various programmes and initiatives focused on the brand promises were conceptualised with action plans and timelines.