REACHING FOR GOD THROUGH PHYSICAL EFFORT
The concept of commercial branding of goods and services is a relatively recent phenomenon accelerated with the industrial revolution and consumerism. Regarding religion, however, it has been practiced since the Tower of Babel when an entire city of people sought to make names for themselves by building a tower that would reach to heaven (i.e., reach God as the one who resides in heaven). Ever since then, people in all cultures around the world have used physical items (clothing, structures, rituals, etc.) to attract attention to themselves and their man-made, pseudo-spiritual endeavors. In the Bible, these are generally called “high places” with the interpretation that they symbolically refer not to physically high places but to structures (both tangible and intangible) that are established and maintained for prideful, self-exalting purposes as in the case of the builders of the Tower of Babel.

Only a little imagination is required to see the transition from the Tower of Babel to a religious structure or organization in these modern times. Both are man’s creations conceived in ignorance of the obscure motive of making a name for one’s self. On the surface it appears to be a well-intended spiritual motive, but in reality, the motive for branding is self-interest. In short, it is all about pride in the appearance of being religious.

Along with recognition as a well-branded image usually comes status and often income. Religious clothing and behaviors are employed to polish spiritual imagery that confirms legitimacy and standing as individuals or organizations that have a special connection to God. So ultimately it comes down to money. And yet, people continue this practice despite God’s ongoing efforts to destroy these physical manifestations and scatter the people who build them.

Creating a brand for a religious institution that presumes to represent God is absurd as well as blasphemous. God is spirit — not a product or a service. People who market themselves as purveyors of spiritual products or services are not at all like God.

To try to label or contain God with material distinctions (i.e. clothing, postures, music, buildings, corporation, etc.) is disrespectful of the one who created the universe and everything in it. And when various religious organizations market themselves and compete with one another with claims of being the only or best place to connect with God, that is the height of arrogance. It is little wonder, then, that God would destroy all high places that people build to show off their spirituality.

This common practice of religious branding raises serious questions about who these religious people are and what the organizations they represent are really promoting. Is it God, the individual or the organization? If God saw fit to destroy the Tower of Babel, we can only conclude that the motives for such efforts were rooted in self-interest. He was not deceived by the Babylonians’ lofty language that claimed a desire to reach out to him. Similarly, God is not fooled by clothing or titles or fine-sounding articles of incorporation or mission statements that purport to serve him. We must always remember that God looks at the heart of man — not at outward appearances or behaviors.

People who brand themselves with various material, physical distinctions are ultimately branding themselves and their respective organizations. They may think it is about God, but their hearts are deceitful. In effect they are little Babel-like cities trying to make names for themselves so others will want to be part of their community and support it in some way. This is true for Christians as well as other religions.

Most Christians have an ulterior motive in wearing their Christian brands: They want others (especially other Christians) to know that they are Christian. That is why they employ recognizable clothing, jewelry, words and postures that are historically associated with Christianity. Jews, of course, are similarly motivated.

They may believe that they do these things to enhance their relationship with God or Jesus, but it is really about enhancing their relationship with people — especially others who share their religious beliefs. Wearing the brand of a particular denomination or movement is the key to acceptance, and they want to be accepted and valued.