“Finally, brothers and sisters…if anything is excellent or praiseworthy—think about such things. Whatever you have learned…—put it into practice.” (Excerpts from Philippians 4:8-9)
Though often appropriately quoted in reference to staying grounded in our mental and emotional states, Paul’s exhortation in Philippians can also be seen as a call to intellectual responsibility. As Christians, we believe that all of life is holy, and we celebrate the integration of our faith and our work. Acting on good ideas—professional development, research, and best practices—should be a joyous part of our honoring God in everyday life. Together, let’s look at some good ideas for pursuing excellence in Business as Mission (BAM).
If you’re launching a Business as Mission venture, then you’re probably haunted by the double bottom line—measuring business outcomes alongside ministry outcomes. With more and more for-profit companies focusing on Corporate Social Responsibility (adding non-monetary value to their communities, stakeholders, employees, and customers through sustainable and ethical business practices), BAMs no longer have the market cornered on business with a social purpose.
A few decades ago, a good-hearted Business as Mission leader could probably win over customers with a compelling story and a few testimonials. However, in an age with increased emphasis on social responsibility, BAMs must enter the marketplace equipped with the same design-centered competitive edge that for-profit companies are converting to en masse. We love to hear the heart behind every BAM start-up, but we are sad to see their effectiveness limited by poorly thought-out design. Let’s ditch the corny logos with letters made to look like crosses and 90s-esque Christian fish that BAMs and other ministries have long been known to settle for. Instead, let’s take a quick dive into why design matters in creating excellent and praiseworthy companies, think critically through the best design practices, and put into practice what we have learned.
Let’s ditch the corny logos with letters made to look like crosses and 90s-esque Christian fish that BAMs and other ministries have long been known to settle for.
Design-centered companies outperform their competitors.
A design-led company “is one that puts design at the core of its brand. The company weaves design principles into everything it does” (Elf). In a 2016 study of companies from around the world, Forrester Research Consulting found that “design-led companies reported:
41% higher market share
46% competitive advantage overall
50% more loyal customers
70% digital experiences beat competitors.”
As Christian entrepreneurs in the field of Business as Mission, we have a core belief that our work should be among the best in the world aka working “as for the Lord.” Clearly, valuing design from the onset of your launch is a key component of doing your best. A custom logo, brand guide, and some solid social and email templates can go a long way to set your BAM up for success. Build it into the cost of your fundraising.
Being design-led means putting people first.
Excellent design is about more than how your logo or website looks. A professional design team is driven by empathy for your customers. We put ourselves in the shoes of each person who will interact with the company, service, and product. It’s not a battle between the function (usability) and the form (aesthetics) of a design. In the same way you juggle business principles and ministry goals, a design-led team focuses on merging the function and form in a way that expresses your BAM’s values. The form is the meaning (Values-Driven Design).
For example, imagine there is a BAM that focuses on job training for women with barriers to employment in a city with a high population of Spanish speakers. Their website could reflect their value of cultural competency by including an English-Spanish toggle button that translates all the content. This kind of design solution is cultivated when teams intentionally include design from the very beginning, bringing people with diverse life experiences to the problem-solving table (Assemble a Diverse Project Team).
Begin with design in mind.
So, how do you prioritize design when you’re not a designer? Acknowledge the strengths and limitations of your team. Identify the perspectives you have within your team and the perspectives you need to fully empathize with your customers. Bring in an experienced partner like Lucent Design Co. to support your team with their design and marketing expertise. Ask how they can set you up for successful marketing after the brand is created through editable templates and a digital marketing strategy.
Already have a BAM up and running? While being design-led from the start can be more cost-effective, it’s never too late to add solid design principles to your toolkit. Because we deeply believe in the work of BAMs, Lucent offers a wide range of services for organizations in all stages and with a variety of budgets. Whether you’re just starting out or taking over an established business, we’d love to design with you.
Prioritizing professional, quality design that matches the heart of your BAM shouldn’t be the exception. If your BAM chooses to capitalize on the strategic advantage of excellent design, you will maximize your resources and take a gigantic step towards achieving that double bottom line.