Our Personality

We are an experienced colleague walking alongside you, offering theological depth, practical wisdom, and honest hope for the challenges ahead.

 

Brand Attributes

• Experienced and Humble: Deep knowledge paired with genuine vulnerability
• Hopeful and Honest: Acknowledging real challenges while maintaining vision for renewal
• Scholarly and Practical: Theological depth applied to real ministry contexts
• Welcoming and Focused: Open to all while maintaining clear mission

 

Voice Principles

We sound like:

• A colleague navigating similar ministry challenges and learning alongside leaders
• Someone who shares both struggles and wisdom with honesty and care
• A theologian who connects depth to Monday morning ministry realities
• A gracious host gathering people around a shared table

We don’t sound like:

• An academic lecturer proving intellectual superiority
• A motivational speaker selling easy solutions
• A disconnected institution issuing directives

 

Tone Guidelines

We sound:

• Approachable: Relational, playful in nature, thoughtful in actions
• Encouraging: Warm, hopeful, hospitable, focused on possibility
• Trustworthy: Playful but not silly, not trendy, honest in our representation
• Unpretentious: Informal, down to earth, avoid jargon

In practice:

• Lead with empathy: “We know the challenges of leading through cultural change”
• Offer hope grounded in reality: “The path isn’t easy, but we’ve walked it alongside other leaders who’ve found renewal”
• Share wisdom, not prescriptions: “In our experience, we’ve found…” not “You must do this…”
• Invite rather than instruct: “Consider joining us…” not “Sign up now!”

 

Writing Style Guide

Always:

• Use inclusive language that welcomes diversity
• Write in active voice for clarity and engagement
• Include specific examples from Canadian contexts
• Integrate theological depth with practical application