Last night I finished reading Brand Simple by Allen Adamson. Adamson bringing up some great points about the difference between a "brand" and "branding." The big take away for me is to start investing in branding signals for ArrowHeights.org and start looking deep into everything we do and how it effects how people make mental associations about us. The look of the building, the arrangement of the bulletin, the web site, the parking lot, how does our everyday ministry reflect our mission and process, etc. Are we the church that we present to be or are we presenting a romanticized model of what we would like to be? What mental associations do you make with Arrow Heights? Have any of those associations changed over the years?