In today’s hyper marketed church, one question we have to ask is, “Whose sheep?” Well in John 10, Christ is clear, we as sheep belong to Christ. So why do local churches brand the sheep as their own? This is a by product of the church growth movement. A movement that incorporated capitalistic ideas into efforts to grow by numbers. After all, ‘Brand is king.’
In very subtle ways, local churches brand sheep as ‘insert local church name’ during baptisms, putting up a branded photo back drop, selling sunglasses and so on. When sheep are branded by a local church, who is being advertised? The local church is being advertised. However, we see in Scripture, that sheep belong to Christ, so why brand the local sheep with a local brand?
I am branded with Christ, it is Christ who gave his life for me. I will boast of nothing but Christ. A group of sinners who I meet with each week, does not compete with a holy Christ who is my only hope.
Galatians 6 14 But as for me, may I never boast, except in the cross of our Lord Jesus Christ, through which the world has been crucified to me, and I to the world. 15For neither circumcision nor uncircumcision means anything. What counts is a new creation.
John 10:
22At that time the Feast of Dedication took place in Jerusalem. It was winter, 23and Jesus was walking in the temple courts in Solomon’s Colonnade. 24So the Jews gathered around Him and demanded, “How long will You keep us in suspense? If You are the Christ, tell us plainly.”
25 “I already told you,” Jesus replied, “but you did not believe. The works I do in My Father’s name testify on My behalf. 26 But because you are not My sheep, you refuse to believe. 27 My sheep listen to My voice; I know them, and they follow Me. 28 I give them eternal life, and they will never perish. No one can snatch them out of My hand. 29 My Father who has given them to Me is greater than all. No one can snatch them out of My Father’s hand. 30 I and the Father are one.”
So why do local churches market their sheep as their own? It supports the my people culture. After all, my church is the best and I want everyone to know it! So why brand the sheep? Pride.
Steven Davis is a well done preacher’s kid, musician, media producer, learning apologetics writer.
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