If Jesus Were a Brand

“Instead, clothe yourself with the presence of the Lord Jesus Christ…”

Romans 13:14

It’s all about the brand these days. Whatever your industry, gaining brand identity and recognition is the name of the game.

While it is somewhat mysterious as to how the dynamics of brand-building works, it is clear that people will pay a dear price to identify with a certain brand.

Take the Yeezy brand, for example, developed by Kanye West. These curiously designed and overly-priced shoes and apparel have such colossal brand influence that they have placed Kanye’s current net worth in the billions. (That’s ten digits.)

Yes, it’s a brand-driven world and we all have our favorites. From our cars to our devices and our shoes, we all tend to practice brand loyalty. Brands compete against each other in the market place for our attention and we choose which ones we will own.

Or in reality, maybe they choose us.

The Apostle Paul talks a little bit about branding in Romans 13. Using the analogy of getting dressed, Paul teaches that as the days get darker, the more important it is for followers of Christ to think about what brand they are wearing. He’s not talking clothes and accessories; he’s talking about worldview and lifestyle. He says we are to put off our “dark deeds like dirty clothes” and “put on the shining armor of right living” (v. 12) and then he sums it up with, “…clothe yourself with the presence of the Lord Jesus Christ” (v. 14).

This is what we might call the Jesus brand.

But what does it mean to wear Christ? How might we put Him on in our everyday lives? What does the Jesus brand look like, sound like, or feel like?

I’ll leave that question for you to answer. At a minimum, though, we can safely say that the Jesus brand looks, sounds, and feels very different from all the rest. Blessed are those who wear it. Like Yeezies, this brand is very different, yet in a beautiful way. It is totally counter-cultural but compassionate at the same time. It uniquely combines qualities that seem to be opposites, like boldness and humility, grace and truth, righteousness and peace.

The Jesus brand is first worn in the heart and it changes everything from there.

We are surrounded by brands these days, aspiring ones and established ones. Would you agree, our world could use a little more of the Jesus brand? Let’s wear Him gracefully today.

It’s a new day with God. Run with it.

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