The Church's Brand

“Now about your love for one another we do not need to write to you, for you yourselves have been taught by God to love each other. And in fact, you do love all of God’s family throughout Macedonia. Yet we urge you, brothers and sisters, to do so more and more, and to make it your ambition to lead a quiet life: You should mind your own business and work with your hands, just as we told you, so that your daily life may win the respect of outsiders and so that you will not be dependent on anybody.” (I Thessalonians 4:9-12 NIV)

The bent of our culture is to draw attention to one’s self.  Whether it is through a “selfie,” a video we hope will go viral, a witty tweet, or a blog post.  As is always the case, the Church must guard itself against being carried along by the cultural current, and Paul’s counsel to the Thessalonica believers would be a good place to start.

“Make it your ambition to lead a quiet life.”  Not many church leaders make this their “life verse.”  As did Jesus’ brothers (John 7:3-5), the temptation is to think you need to make a big splash, to draw attention to your work and your opinions.  Some leaders even go as far as “branding” their churches with cool logos and professional marketing.  The idea is to become known and recognizable.  

Yet, Paul’s marketing strategy for the Church is very simple: Love one another more and more.  Let that alone be what speaks to the identity of the Church.  Let love be the Church’s “brand.”  Otherwise, just live out your lives as faithful servants, not drawing attention to yourselves, but rather to the Lord who resides within you.  As Jesus said, our identity as His followers will be clear by our love for one another (John 13:35)

Today, know the way any church or Christian is to be known or recognized is by love.  It is a simple brand, but also the most powerful and recognizable in the world.  

© Jim Musser 2014