Partnership and team workA brand is what someone feels, thinks or discerns about a company or person. This is the outside-looking-in perspective; the end product of a discovery process focused primarily on what other people think.

I want to suggest a different way; a way focused on what God desires for you and your company. I like to call it the inside-shining-out perspective. Consider the most powerful brand image:

Let your light so shine before men, that they may see your good works and glorify your Father in heaven. Matthew 5:16

This saying of Jesus is something we must do if we want our business to stand the tests of time and storm (Matthew 7:24-25). Notice His command is to “let your light so shine”; and not do good work. This, in and of itself, may challenge your way of thinking; and that is good.

Now, what is that light?

In Him was life, and the life was the light of men. John 1:4

When others see our good work, they will be led to glorify God by the life of Christ that abides in us. How does this light become so impressive?

But we all, with unveiled face, beholding as in a mirror the glory of the Lord, are being transformed into the same image from glory to glory, just as by the Spirit of the Lord. 2Corinthians 3:18

The Holy Spirit uses the transformation process to create a supernatural brand. That process begins with our beholding the glory of the Lord, Jesus Christ. How does that happen?

 He who has My commandments and keeps them, it is he who loves Me. And he who loves Me will be loved by My Father, and I will love him and manifest Myself to him. John 14:21

Jesus will manifest Himself to those that have and keep His commandments.

Honoring God with our business is a challenging adventure; particularly in challenging times. We are continually tempted to take control and seek success the world’s way. Be encouraged that He is faithful, He loves you, and He has a plan for you. Trust and obey; for there is no other way to be happy in Jesus, than to trust and obey.


  1. Take inventory. Are you more concerned with the world’s opinion, or God’s? Are you willing to do things God’s way, regardless of the cost? Are there commands of Christ that you are not obeying?
  2. Once you have reconciled with the Boss, ask Him to show you the desire He has put in your heart for this season. This desire is His purpose for you and your company. It will become a huge part of your brand.

Humbly yours and forever His,