A Brand That Is Not Your Own

Today we hear people speak about building and promoting your brand. This trend and emphasis has accelerated in recent years. Years ago brands referred more to manufactured products than individuals. You could buy a Ford or a Chevrolet among other car brands. Somewhere along the way there has been a shift to what an individual can achieve through their own person brand. Former President Donald Trump is an example of someone who has tried to capitalize on his brand. Right now Taylor Swift, a popular singer and entertainer, is capitalizing on her brand. Her romance with Travis Kelce, a talented and popular professional football player for the Kansas City Chiefs, has thrust her even more into the spotlight.

The intent of this blog is not to disparage any individual, but I have a question that I think is worthy of some consideration. Has this personal brand promotion contributed to our society becoming more selfish and individualistic? Are we more oriented toward the success of the individual rather than the welfare of the group. Where will this lead us as a society? Is it possible for people to be seduced by the brand to the point that they give unquestioned and absolute loyalty to the person and the brand? Could this even degenerate to the point of becoming idolatrous?

The Bible clearly teaches us to place the interest and welfare of others above our own. "Let nothing be done through selfish ambition or conceit, but in lowliness of mind let each esteem others better than himself. Let each of you look out not only for his own interests, but also for the interests of others" (Philippians 2:3,4)

Through Christ it is possible for all of us to rise above our own brand and a life dominated by our profit and fame. Jesus himself gave us the example. "Yet it shall not be so among you; but whoever desires to become great among you, let him be your servant. And whoever desires to be first among you, let him be your slave - just as the Son of Man did not come to be served, but to serve, and to give His life a ransom for many" (Matthew 20:26-28).

In addition to the many scriptures that challenge us to place others and their welfare above our own, we have an example of a man who established a brand that was not his own. We know him as John the Baptist. If you are a student of the Bible, you probably know that John the Baptist was a forerunner of Christ. He fulfilled the prophecy of the Prophet Malachi that was spoken in Malachi 3:1, "'Behold, I send my messenger, and he will prepare the way before Me. And the Lord, whom you seek, will suddenly come to His temple, even the Messenger of the covenant, Behold, He is coming,' says the Lord of hosts."

John the Baptist did more than fulfill prophecy. He made a concerted effort to elevate Christ above himself. In John 3:30 speaking of Christ he said, "He must increase and I must decrease." What if John the Baptist had been advised to establish and promote his own brand! The ministry of John the Baptist would have been very different. John the Baptist not only sought to increase Christ, he presented Him as God's Messiah. "The next day John saw Jesus coming toward him, and said, 'Behold! The Lamb of God who takes away the sin of the world!' This is He of whom I said, 'After me comes a Man who is preferred before me, for He was before me'" (John 1:29,30).

It is definitely possible for all of us to promote a brand which is not our own. While personal accomplishments are important and should not be disparaged, personal accomplishments needs to be accomplished in the context of biblical truth. In this context personal accomplishments never ignore the welfare of others.

The church, the Body of Christ, needs to be reminded that we exist to promote and advance the kingdom of God. Individual churches exist to promote and advance God's kingdom. If an individual church places its own brand above kingdom interest, that church needs to be reminded that we are representing and promoting a brand that is not our own.

Jesus gave John the Baptist the highest compliment anyone could receive when He said, "Assuredly, I say to you, among those born of women there has not risen one greater than John the Baptist; but he who is least in the kingdom of heaven is greater than he" (Matthew 11:11). Wow! What a statement! This speaks volumes about John the Baptist and the kingdom of heaven. It should makes all of us more eager to promote the kingdom of heaven.

I want to join John the Baptist in establishing and promoting a brand that is not my own. What about you? May Jesus increase!