The concept of branding a company is a basic business concept – a common focus or consideration of anyone in business. But what is a brand?
The most common image that comes to mind is a logo (Nike’s swish, or McDonald’s M) or a color (Coca Cola’s red). It could be a feeling, like Disney’s sense of wonder. But those who pursue defining brands as a profession define it a little more precisely.
Your brand is a promise.
Your brand is the total combined experience that one has with you or your organization at any given time.
Your brand is the real estate that you want to own in the minds of your market, the people you wish to serve. (Dean Del Sesto, CCO of Venthio)
Whether you are trying to affect thinking, sell a product, or simply do business, your brand is either opening or closing the doors of people’s wallets, hearts, and minds.
God understands the way we think, how we process things. For instance, God understands that while He is truth, our response to Him is not based on who He actually is but rather on what we assume or perceive Him to be.
One of the things that is true but often misunderstood is how passionate God is for what exists, for what He has created, and for us. He invested an infinite amount of energy and creativity into creation (animals, humans, cells, the universe, scientific laws of existence,…), into salvation (becoming human, the cross, becoming sin for us, forgiveness), and into eternity (creating heaven, planning whatever is involved in our reigning with Him forever).
If I didn’t know that God is perfect in His understanding and actions, I would think it foolish that He is relying so heavily on the same ignorant people who wrecked things to begin with. He has made them/us the conduits of His renewed grace and gospel. We are the ones who fouled it up, and we are the ones that He is relying on to communicate His truth – His brand.
When you think about the third of the 10 Commandments, “You shall not take the name of the Lord your God in vain,” what comes to mind is probably, “Don’t swear.”
And if we’re talking about the 10 Commandments of Business – that is these 10 Commandments are 10 of the most transformative principles of business – your thought may be “Really? One of the top business principles is don’t have a foulmouthed work environment?”
Maybe?
Until you realize the Hebrew word translated “take” more accurately could be translated “carry” or even “receive.” “Do not carry the name of the Lord your God in vain.”
So, the third commandment declares this. Do not lightly or vainly carry the name of God. You are defining His brand in the eyes of the world, and His value is unequalled. What you do with His name is everything.
One of the top reasons why people reject God, Christianity, or the Church is because of people who carry the name Christian, who carry the name of God, and do it in a way that dishonors the name or is hypocritical.
Your business has a name, a brand. People pay big money to promote their brand. How well do you carry what you promote? It’s a fundamental principle of life, of business, of existence. How well you carry your brand or your belief says everything.
You can’t out-promote a bad reputation.
The God who is the Creator of business and commerce understands the risk He is taking. He understands we are His ambassadors. As the apostle Paul put it, it’s “as though God were making His appeal through us” (2 Corinthians 5:20).
If you are going to win at business, you are going to have to recognize the law of “carrying your name.” Miscarrying your business name or your brand will destroy in moments what it took years and thousands or millions of dollars to establish.
The business law of Carrying Your Name involves the following:
- Your greatest advertisement is not a slick campaign or an appealing logo.
- How you do business is the most vocal communicator of your brand.
- If you are central to your product (like a business coach), how you daily interact with others outside of business is promoting or undermining your brand.
- The strongest communication of your brand and business happens through:
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- Quality of your product
- Reliable follow-through
- Honesty and integrity
- Attitude inside and outside of business interactions
- How well you treat or honor others
- Consistency between what you promise and how you perform
Developing your brand is not a toy you wind up and forget about. It is a daily process of accurately and productively executing your product. It is everyone involved in your business carrying the name of your brand with excellence.
This is such an essential aspect of anything that it’s the first thing God addressed after make Him your only God and focus. You may agree how you live out your brand is important, but do you realize the degree of its importance?
If you are a believer, how you carry your reputation or the name of your business affects more than your business and your bottom line. Doing the above things well speaks to the name of the God you say you serve. Doing business well brings honor to God. People aren’t nearly as impressed with your declared piety as they are with your customer service.
Honor Him well.