In the mid-1970s the Bronner family received a Christmas card from Rev. Elmer Witt and his wife Virginia "Ginny." (Rev. Witt was the executive director of the Walther League, a youth organization of which Wally was an active part.)

Ginny wrote a six-line greeting for that card expressing the meaning of Christmas. Wally & Irene Bronner cherished that greeting. When the time came to open Bronner's new location at 25 Christmas Lane, Frankenmuth, Michigan, the Bronner family developed a motto, which is a condensed version of Ginny's greeting. Dr. Oswald Hoffman of the International Lutheran Hour assisted in developing this shortened version which continues to serve as Bronner's motto. The motto is displayed on a stylized ribbon banner with the cross-shaped Star of Bethlehem in the center. The cross and star symbolize Christmas.

The motto appears most prominently at Bronner's south and west entrance canopies along with a life-size nativity scene. A Star of Bethlehem also appears on the upper left portion of Bronner's logo, which is in the shape of a Christmas ornament.