My first understanding of the word “branding” referred to the hot metal tattoos that the poor cows received to identify to whom they belong. You can type in the word “branding” in Google and the first thing that pops up is “livestock branding.” Merriam-Webster told me that a “brand” is a mark of ownership or a classification.
You hear the term mainly in business, marketing and entrepreneurial settings. Everyone knows the Chick-fil-A brands are the color red, “Eat more chicken,” “It’s my pleasure” and the original chicken sandwich. Target has Bullseye the dog and the slogan, “Expect more, pay less.” Every store, company, restaurant and individual is defined by a brand.
There is a brand for everything, including ourselves. Our personality, personal life, academic life, professional life, family life and who we claim to be versus who we authentically are. That’s our personal brand. The brand is used in our everyday life to sell ourselves and influence others. We sell our brand by getting a job, meeting future in-laws and making friends. Our brand says who were are, who or what we are living for and why.
If you call yourself a Christian, you have an underlying job to brand yourself as a Christian and as a follower of Jesus. Romans 14:8 says that “if we live, we live for the Lord.” Everything we do, say, partake in, eat, drink (1 Corinthians 10:31), all the way down to what we wear and tattoo on our bodies represent the brand of Jesus.
Yes, the Jesus brand comes with pressure and expectations. In today’s times, we are looked upon for guidance, prayer and encouragement. The brand is often something that others admire. Those that fall short damage their part in the Jesus brand and the brand of themselves, and we all will fall short (Romans 3:23).
Not all brands have a smooth go-around, even Chick-fil-A has had branding issues. The best brands can rebound! We can come back from a damaged brand and exceed expectations. The millennial brand is battered, but is fully able of having a comeback. We have the power to change the broke college student brand and live a generous life, in one way or another.
In all that you do, do for the glory of God. Live with a brand that is pleasing to Jesus, that will honor Him forever. A personal and spiritual brand that lifts others up and draws people to hope, love and Jesus. Be someone whose brand screams Jesus!
