People are bombarded with advertisements every day, and brand names are seemingly ubiquitous. Well known brands are instantly recognisable, as are the goods, services values, and ideas with which they are associated. Yet despite this, some business owners are still unsure of why protecting their brand matters.

Business is a God-given vocation and institution in society, with the potential to bring multiple benefits to people, communities and nations. Business as mission intentionally leverages this intrinsic power of business to address spiritual needs, hand in hand with social, economic and environmental needs.