Ever since God assigned Man the job of naming all the creatures, we have been branding things. My recent work in helping to re-brand a large, well-established ministry has shown me there’s a lot more to branding than the name. But it does start with the name. What do you hope that people will think, feel, and see in their mind’s eye when they hear your ministry’s name? If you want them to zero in immediately on what you’re all about, you create a highly descriptive name like “The First Southern Baptist Church of Springfield at Second and Main.” Probably too specific. If you’re looking to evoke a need that your ministry addresses, you might try “Living Water for the World.” See? I mean, can you see the mission in the name?