What’s your brand?

by Demi Prentiss

Are your shoes Nikes? Is your workout gear Under Armour? Is your car a Tesla? Or a Ford? Or a Toyota? Does your hoodie say Mystics or Storm? Does the logo on your sweats stand for Harvard or Howard or Texas State?

What we wear brands us. Often, people who meet us can instantly know something about our loyalties and our values, just by reading the signs of what we are wearing or driving – even without badges or bumper stickers.

Being “branded” used to mean carrying a scar – an identifying mark seared in the flesh that made clear what “herd” you belonged to. Now “branding” is a communication essential: Distinctive logo plus well-placed promotion can mean recognition that “boosts your brand,” adding value.

Being baptized is a branding experience. We are, with water and with oil, “marked as Christ’s own forever.” We may not choose to recognize it, and we may not be scarred, but it’s permanent. For some of us, that brand is recognized and valued, as we are reminded by those who love us that we a “child of God, beloved and called.” For some of us, we are treated as “knock-offs” and devalued. For many of us, claiming our authentic brand is a struggle, especially when we have been persuaded that we must be “fakes.” Sometimes it’s hard for us to “own” our brand – that baptismal mark may align us with a crowd we don’t really feel part of. And every once in awhile, remembering that we carry Christ’s brand, we have the courage to be the person we were made to be – loving and just, caring and creative, a beloved child of God.

When the saboteurs in our inmost thoughts attack us, when the disparaging outside voices wear us down, may we hear the Truth that sets us free: “See, you have nothing to fear. I, who made you, will take you back. I have chosen you, named you as My own.” (Isaiah 43:1, The Voice) Our hearts carry the Creator’s indelible mark, and it calls us to wear our baptismal brand “with pride, with dignity, and with integrity.”

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