What you see…
o matter how remote an area you live in, the pull for your attention from the moment you awake is unavoidable. Every and anything is calling for your eyes, your ears, your mental energy, and eventually your heart. Your Apple, Samsung, LG, (insert brand here) device invades your dreams with a blaring sound-of-choice, alerting you to “WAKE UP!” Your AX specs or knockoffs thereof, beckon you to recall that you need them to glare annoyingly at the time. You unveil your American Eagle jammies, or their look-alikes to the world as you fall out of bed and prepare for the morning shuffle to the facilities. There your Colgate, Crest, (or what-have- you) toothpaste awaits. The day has begun, and with it a slew of messages from the world of brands with the intention of getting in your head, staying there, and invoking a response.
What you get…
It’s nothing strange at all. We live in a world where brands and logos compete for our attention. Brands and logos that have become household names did not do so overnight. It was the perceived consistency of quality, service, flavor, or promise that increased the demand for our favorite brand named products. The brands mean and say something. Logos are intended to exude “trust”, “security” and reliability. We go to the brands we trust, because we have an expectation, and they promise to continually meet it.
What happens when they don’t deliver?
When brands become, for example, a part of the conversation about subpar production practices, or low-quality service, or less than desirable recipe changes, there is a sense of betrayal. When the pocket from your AE shirt suddenly frays in less time than it took to wear it, or the handle on your Coach bag pops while getting out the car, or the Krispy Kreme donut you bite into tastes like glazed cardboard, disbelief sets in. As a matter of fact, you possibly read those examples and thought, “how unrealistic.” Those would never happen. See the power of those brand names and the expectation that comes with them?
On the other hand, pleasant surprises happen when, let’s say, the GreatValu and Equate brand matches up to the “real” thing. However, a different sense of betrayal sets in because you realize you really are just paying more for just a name than the product itself. But still there is something about the name, right? It speaks, status, reliability, and familiarity.
Back to what you see..
The same way we get messages from the billboards around us, we are also sending and receiving messages via our person. People are billboards. Matter of fact, humans are the greatest source of advertisement. Companies rely on people as mobile advertisement; their wear and gear is worn and toted around, compensation-free. The worth of testimonials and word-of-mouth is priceless. It’s really no wonder that people are God’s greatest investment. People are also God’s greatest promotion of His brand and Logo.
What are you advertising?
Chosen. Peculiar. Royal. Holy. Do any of those words describe you? If Christians are to be billboards for the brand, the logo, JESUS, we need to understand what that brand promises to deliver. All products come with a manual or information pamphlet of some kind to inform you about the product. You already know what I’m going to say , huh? Becoming familiar with the product manual, the Word of God, will ensure you deliver on the expectations of what the JESUS brand promises. Logos are not something new. John 1:1 in the Greek translation uses that very word. “In the beginning was the Logos, and the Logos was with God and the Logos was God.” Here’s the kicker-the logos was made flesh in the person of Jesus Christ!
So what happens when we don’t deliver?
Do we betray others by the product we deliver versus the brand with which we are labeled? Is our testimonial of the brand JESUS of a positively engaging effect? Do people want to taste and see how good He is or, after trying, do they leave with a bad taste in their mouth?
Advertising is such a large part of consumerism because marketers know people are making choices between them and someone else. God has given people that gift- free will-, and how we advertise can persuade them toward or away from an experience that is literally out of this world.
It’s interesting to note that branding was also a way to determine ownership. A company does not want to put their Logo on a product unless they have examined the product to be a good representation of it’s name. On the contrary we are branded with the JESUS logo in hope. We receive the logo of Christ before we reach the end of the assembly line (for we will always be a work in progress this side of heaven). We are branded in trust that we will live up to the logo, JESUS. Think about that- God trusts you. Let’s strive to live up to the Brand name of Christ, and allow our lives to be billboards for the JESUS label.
about the author
Chantel is the wife of an awesome spirit filled man of God, mom of the fun “spectacular six”, and a daughter of the most high King. She has a heart for connecting with others: a passion for evangelism, a joy for writing poetry and songs, and a desire to stir people to a relationship with God through His Word. You can also find her on her blog here – One Message – One Faith.