The public appreciates what we do in a disaster, but sometimes forgets that we care daily for those who fall through the cracks. That's why Salvationists need to be out serving their communities.
When you think of The Salvation Army what immediately pops into your head? I suspect that for many it is the familiar thrift store, Christmas kettle or brass band playing on the street corner. For others, it's the uniform, which is symbolic of compassion and care the world over. There are myriad examples, and the Army will be as unique to you as the communities in which we serve throughout Canada and Bermuda.

The Salvation Army is built upon a quasi-military structure. And for some today, the uniform, 'citadels' and blaring brass bands are out-of-step with modern society. They conclude that these symbols represent a Salvation Army of yesterday-year'when 'pub booming,' street meetings and the door-to-door Red Shield blitz were in vogue. No doubt, other readers might be thinking that we've left behind too many valuable 'traditions and symbols' as the decades have rolled on.

At last year's territorial symposium, one of the key topics was Salvation Army identity. What does it look like today? How does the public perceive the Army? Is there a disconnect between our church congregations and the charitable work that the organization undertakes daily throughout the territory?

I regularly receive calls from movie studios such as Lions Gate Entertainment or Vancouver Film Studios asking to borrow a red Christmas kettle. I always oblige (once I've confirmed the type of movie) because I believe it's a great way to get our 'brand' logo into the film marketplace. In British Columbia we advertise in 114 Famous Players theatres during November and December because we are eager to connect the Army's Christmas message with the movie-going public.

Interestingly, the perception of the film companies is that the Salvation Army Christmas kettle is an iconic symbol of the holiday season. It represents good things such as caring for one's fellow human being, generosity and sharing, and the true spirit of Christmas.

Telling Our Story
Like the Christmas kettle, The Salvation Army's brand logo, the Red Shield, is also a familiar sight. Designed by Canadian officer Colonel George Walter Peacock during the First World War, it has become a universally recognized symbol of help and hope, imprinted on everything from thrift store signage to disaster services trucks to golf balls and umbrellas. It is the official trademark of the global Salvation Army.

While not as familiar as the Nike swoosh or Coca-Cola logo, the Red Shield is emblazoned on the hearts and minds of people in the 111 countries in which the Army serves today-no small feat for a 141-year-old faith-based charitable organization.

Most companies spend a lot of time, money and energy developing brand logos. They also expend a great deal to protect the integrity of their brand and practise 'brand and reputation management.' Amazingly, the reputation management of the Army's brand happens without much fanfare. Our reputation speaks for itself.

When people see the familiar Red Shield during times of disaster or on the Christmas kettles during the holiday season, there is an immediate emotional response. The Red Shield is a warm and welcoming symbol of help to those lost in trouble and turmoil.

I recall during the aftermath of 9/11 at Vancouver International Airport the emotional reaction of stranded British tourists when they encountered the Army during our response efforts: 'Wherever we go, the Army is there.' During the B.C. wildfires in the summer of 2003 the response was the same: 'We can always count on you.'

The public appreciates what we do in a disaster situation and often asks: 'Where would we be without The Salvation Army?' But the same public often forgets that we are daily caring for those who 'fall through the cracks.' Often we get lost amid the labyrinth of social-service organizations fighting for recognition and funding. This is disconcerting because the Army as a faith-based organization can provide leadership based on experience and practice, although our Christian perspective is not always welcome in our 'politically correct' world. This is an ever-present tension as we seek to serve this modern age.

We can do much more to enhance our position within the Canadian charitable marketplace through increased strategic advertising in the mainstream and burgeoning multi-ethnic markets. The Salvation Army is uniquely positioned, but just like 'for profit' businesses, we need to be consistently 'telling our story' and positioning ourselves as a 'top of mind' organization in the ultra-competitive charitable marketplace.

Companies spend millions of advertising dollars annually in an effort to develop 'brand recognition.' They retain high-profile athletes and actors in hope of building stronger brand loyalty with consumers. The Salvation Army has built brand loyalty because of its consistent and dedicated service to humanity that continues around the clock and around the world.

Whether in Canadian cities, on beaches half a world away in response to a tsunami or during wartime, The Salvation Army can be counted upon for immediate and practical response-motivated by our love for God. There is no better way to build brand loyalty than through dedicated and consistent service to others. And this is something The Salvation Army does very well.

Focused on Community
With the advent of community churches some fear we are losing our connection with those we have been called to serve. They argue that The Salvation Army is straying from its roots of 'serving suffering humanity' by a weak attempt to become a more mainline denomination through shedding the traditional 'corps' title and trappings. However, I am encouraged by today's young Salvationists who still have a burning desire to 'serve suffering humanity.' Social justice issues are at the forefront of conversation and action. Regardless of whether they worship at a Salvation Army community church or traditional corps, these young people are responding to community need with the same practical, sustainable solutions.

One only has to look at Cariboo Hill Temple, under the leadership of Majors Jamie and Ann Braund, to see the connection of middle-class corps and inner-city service. One of the largest corps in the territory, it is located in suburban Burnaby, B.C. Several nights a week a dedicated team of Salvationists from Cariboo Hill Temple serve the homeless and hungry in Vancouver's notorious Downtown Eastside. Motivated by God to 'take back the inner city' (see Isaiah 64), this team of corps volunteers impacts the lives of God's people by serving 300-500 meals nightly out of an Army emergency vehicle donated by B.C. Hydro.

This $150,000 emergency response unit is equipped to serve up to 5,000 meals daily during times of disaster. Emblazoned with the Red Shield and the motto 'A Response From the Heart,' there is no mistaking the Army's motivation when the vehicle is parked in the busy Main and Hastings corridor of Vancouver's downtown.

Another example is Northridge Community Church's creative and visionary strategy to the social services needs of York Region in Ontario. Majors Brian and Glenda Bishop and their church leadership team creatively worship in one of the Army's uniquely focused 'community churches.' While the style of worship varies from Cariboo Hill Temple, both congregations have passion and vision for their communities. Their doors are open and people are engaging The Salvation Army in new and important ways. There is an appetite for worship and service and their motivation and desire to help others is no different than that of Salvationists of a bygone era. Only the manner in which they 'do ministry' is different.

Uniform Opens Doors
These 'grassroots' responses to community social issues are garnering interest and support across the country. If individual Salvationists want to positively impact community social issues and policy, this is an effective way to 'have a voice' and make a difference in the lives of the needy. While the 'professional' social-service centres owned and operated by the Army impact the lives of thousands annually, ordinary Salvationists can also play an important role and have a 'loud voice' in helping to bring constructive change to their communities-all under the banner of the Red Shield.

The Salvation Army is truly amazing. We serve more than 1.5 million Canadians annually. We worship in 350 different churches across Canada and Bermuda and provide service through 150 social services centres. The public and governments continues to partner with us in our response to community service. Yet for some reason we internally continue to struggle with our 'identity.'

The Salvation Army is not just the band or the uniform. It's not just the Red Shield or the corps or community church. It is all those things and more. The 'brand' of the Army incorporates all the things that we embrace as unique.

For me, a key 'brand' is the uniform and all that it represents. But I am also aware that I need to be culturally relevant in an ever-changing and fast-paced world. I need to engage people in my local Starbucks and on the golf course, at the provincial legislature and on the ferry. That's the beauty of the Red Shield-it is a 'door opener' for conversation, an icon of sacrifice and service in an ever changing world. Even my kids wear Army 'signage' to school.

The uniform continues to 'open doors' for me because of people like my grandparents who served unselfishly, people who lived out the ideal of what the uniform stood for in times when it was more difficult to serve than today. The uniform symbolizes care and compassion, sacrifice and service. It opens doors for me to share with government officials and donors about the important and life-changing work that The Salvation Army quietly engages in across our province.

Simply put, The Salvation Army's identity is strong. Our message is based on the Bible. Our Christian beliefs are what motivate us to serve, and Jesus' servant leadership style is what we try to emulate.

Brands change. Companies come and go, as do their spokespeople. But The Salvation Army's brand continues to resonate with people and grow in response to social-service challenges the world over. It is our Christian faith that opens doors and the familiar Red Shield that says, 'Yes, we're here to help.'

by Captain John Murray, Divisional Secretary for Public Relations and Development, British Columbia Division