Rebranding the ChurchSample

AMBASSADORS FOR CHRIST

Underlying the disillusionment with the church that people are expressing today is a cry for Christians to be who He has called us to be. This comes through how we speak, do business, treat one another, live, repent, serve, and build healthy families. As we see the implications of the gospel in every area of our lives, we must also ask ourselves if that is what the world sees.

Branding refers to the distinctive wording or design that is presented to help people easily identify something and where it came from. When I say the church needs rebranding, I mean the church needs to be “re-presented.” That doesn’t mean creating something new. It means returning to what’s been true for more than two thousand years. As we read in Jeremiah, “Stand by the roadways and look. Ask about the ancient paths, ‘Which is the way to what is good?’ Then take it and find rest for yourselves” (Jeremiah 6:16).

As we return to God’s ancient paths, we are called to be brand ambassadors for His church. A brand ambassador is someone who endorses a particular company’s products or services. Most importantly a brand ambassador has a strong relationship with a brand, because rebranding is only effec­tive when the outside matches the inside.

Although this is a corporate analogy, it fits well with the fact that we as believers are to represent the brand of the glory of God well. That is why Scripture says: “We are ambassadors for Christ, since God is making his appeal through us. We plead on Christ’s behalf, ‘Be reconciled to God’” (2 Corinthians 5:20, CSB).

As believers, our “product” is the gospel. Of course, the gospel cannot be reduced to a mere product, but it is what we represent more than anything else. The great thing about this product is that although it was an expense to God, it is free to us.

Taking an honest look at your words and actions over the past week, how would you say you have represented God and His people? What are some specific ways God might be calling you to be His ambassador in the week ahead?