Brandnoun [Middle English, torch, sword: akin to baernan to burn] This marketing concept has to do with creating a certain image that is distinctively recognizable as unique. The idea is to build outward symbols that represent specific qualities of service or product benefits easily identified by prospective purchasers.
For those who are interested in aligning their marketing strategies with biblical standards, there are a few things that come to mind.
Bible believers accept the fact that man was created in the image of God; so this whole notion of creating an image could be problematic. While mankind is a type of co-creator with God, there are obvious limitations as to what it is that we can create and/or what we should create. As image-bearers of God, we were created to reflect the Glory of God. In a society where “branding of oneself” is a significantly high focus enterprise, one needs to be careful not to create an image of oneself in one’s own image. Such branding is spoken of in Isaiah 50:11,
“But now, all you who light fires and provide yourselves with flaming torches, go, walk in the light of your fires and of the torches you have set ablaze. This is what you shall receive from my hand: You will lie down in torment.”
Another thing of which to be aware for the Christ-follower is the fact that you already have been branded; so, what branding iron of your own device would you choose to “re-brand” yourself? Would it be a firebrand that is an image other than the one with which you have already been branded? Ask yourself why you would do that? This kind of branding is spoken of in Ephesians 1:13-14,
“And you also were included in Christ when you heard the word of truth, the gospel of your salvation. Having believed, you were marked in him with a seal, the promised Holy Spirit, who is the deposit guaranteeing our inheritance until the redemption of those who are God’s possession – to the praise of his glory.”
The concept of selling oneself demonstrates the inherent assumption that you are offering yourself to be enslaved for a price to an inappropriate purveyor of “selves.” There is a significant difference between adopting the mindset of selling oneself and selling products or services. Our language represents our mindset, whether accurately or inaccurately articulated. The apostle Paul told the Roman church to be careful not to be conformed by this world (and its mindset), but be transformed by the renewing of their mind(set).
If you are the owner of your image, you have possession of that commodity, even though it is a fabricated image (of which the Old Testament refers to as false gods, or idols). Truly, such can be sold. It happens every day in America. However, the Christian understands that they are not their own, for they have been purchased already at the highest price ever. As an image-bearer of God, they are not their own possession. Their bodies are not their own, but belong to ANOTHER. Even Christians are not authorized to sell what is not theirs to sell.
The indelible brand of the Holy Spirit is easily distinguishable to the powers and principalities of the earth’s airspace. Heavenly and earthly invisible powers drive the economies of tangible assets and commodities. Understand what is for sale. Understand who is not for sale. For those citizens of the Kingdom of God, I have one piece of advice regarding this topic of branding oneself: “Don’t try not to be who you are.” Engage with your creator to more fully understand who you are in Christ…then be that person, fully. Such is enough. By being who you were made to be, you live in that eternally regenerative integrity who is able to do immeasurably more than all you ask or imagine. Now that is a brand!