Brand management seems to be a corporate nightmare in this age of information and advertising.
In just the past year, companies like Anheuser Busch, Target, and Disney, have all faced various forms of boycotts over their stance on cultural issues. For instance, Bud Light, an Anheuser Busch subsidiary, took massive hits over a marketing campaign that included transgender influencer Dylan Mulvaney.
While few like to talk openly about companies that have gone “woke,” especially due to fear of being cancelled by culture, there is still an adage that says people vote with their wallets and feet. In the case of these corporations, people took their wallets elsewhere.
To be sure, these events have been fascinating to watch and cause me to consider the brand management of churches in America.
I will probably ruffle some feathers, but television preachers, teachers, and Christian life coaches, almost universally damage the good name of Christianity’s founder, namely Christ. How many people form their opinions about all Christians from these very few? How many have rejected faith based upon these “influencers”?
What is worse is that rank and file Christians, including me, mess up the good name of God’s Son, too.
How might you ask?
Let me give a couple examples.
There are some basic expectations that most people think a religious person must possess to be considered authentic.
The first is integrity, the quality of being honest and having strong moral principles. It is knowing right from wrong, showing personal responsibility, and consistency in actions. If a person claims a religious standard for their lives, people will watch to see if they mean it in practice.
One of my favorite comedians of late is Nate Bargatze. He shares a story of when he was a kid growing up in a relatively sheltered Christian home. One weekend he and his friends were to have a sleepover at the friend’s house. While there, the boys decided to watch a horror movie that was not rated for their age. In a humorous fashion, Bargatze states to the group he must go home because of the content. In the encounter, he stands alone and his friends marvel at his decision. That’s integrity.
The second is holiness or personal piety.
It is possible to have integrity without being overly religious, but one cannot be considered a Christian without the reverence associated with faith.
Christian churches are not just other clubs or organizations. They are places intended for individuals who wish to come before the Eternal and express gratitude and humility. Christians know the importance of corporate worship as well as quiet moments of solitude with God. Claiming religious faith absent community and piety is like receiving a participation trophy—an empty accolade.
So, how well are you and I doing at protecting the Christian brand?
Is your conduct consistent with your labelling? Would others say you act with integrity? Do you express holiness and piety as a priority?
I would argue that the Christian community has much to do to repair its brand. To be sure, it is not a lost cause. But it begins with you and me measuring our steps carefully and being reminded that what we do affects the whole brand, namely the mission of Christ.
Kent Simmons is the pastor of Canyon Community Church in Kingman, AZ.
