When Did I Become a Brand?
By the time one has lived as long as I have, there is an awareness of various phases of life. There are a few of them that I do not remember. I, of course, do not remember my birth. In fact, there is not much about the very early years of my life that I do remember.
However, as time went on I picked up a variety of “labels” along the way. In terms of relationships, at various times I’ve been known as things like a son, a bachelor, a husband, a father, and a grandfather (all in that order, by the way). I’ve also been known as a friend, a co-worker, a neighbor, teammate, and host of other things.
I’ve also been identified by some of the things I’ve done in my life. In my adult life, I’ve been known as a teacher, a preacher, and an elder.
Along with this, I’m fairly certain that some people identify me because of some of my personality traits. I can only hope that this is a positive thing.
Recently I’m hearing that I need to be concerned about my “brand.” In fact, as I have been listening to and reading a lot of information lately, it seems that each of us needs to be concerned about our “brand.”
What does that even mean? I’m not sure when I became a brand, but I am sure that I’m not crazy about what it seems to mean.
It seems that, at least in part, we are being told that each of us needs to figure out a way to distinguish ourselves from “the rest of the crowd.” It also seems that each of us needs to find a way to promote our unique assets, abilities, etc.
This type of thinking if effective in many fields. For example, the Coca-Cola company did not become the world’s largest soft-drink company by being content with people purchasing just any soft drinks. That company wants all of us to purchase their brand.
The Ford Motor Company has not stayed in business for over one hundred years merely because people like to drive automobiles. That company, as well as any other successful company, spends a lot of money in an effort to convince people that they have the better “brand.”
For four-and-a-half years, Donna and I represented Freed-Hardeman University. While we were touting the advantages of getting a college degree, we were specifically trying to emphasize the benefits of getting that degree in a Christian environment. Even more specifically, I suppose that it could be said that we were “promoting the brand” of Freed-Hardeman.
I’m wondering if those who are encouraging individuals to identify and promote our “brands” are telling us that we have somehow become commodities. If that is true, then it is also true that we are little more than one of many products or services available on the “open market.” We would, indeed, need to find a way to find our own unique niche in the “marketplace.”
My Bible informs me that I am more than a brand. In fact, I am much, much more than a brand. I am created in the image of God. I am to glorify Him while I am on the earth. Because of His grace and love, as well as my obedience and faithfulness, I can be with Him throughout all eternity.
I’m not sure what my “brand” is. I’m not sure what comes to mind when people think about me.
I do know, however, that, one thing is more important than any of the other things I mentioned earlier that either are or have been true about me. In fact, it is more important than anything that could be said about me.
If Christian is not at the top of the list, all the rest is worthless. I prefer that “brand” over any others.
How about you?
What is your brand?
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AUTHOR: Jim Faughn
