In a world where loyalty is fleeting, the devotion inspired by certain brands often mirrors the fervor traditionally reserved for religious faith. This phenomenon isn't accidental; it's the result of deliberate, strategic branding that taps into the human desire for belonging, purpose, and identity. This unwavering commitment to brands as often been referred to as a religious, or cult-like following – buying the brand’s products no matter what and sometimes even going as far as to defend the company as if it were their own.
Let's explore how the principles underpinning the world's most widespread religion, Christianity, can show us the path to creating an enduring brand.
The 10 Brand Commandments
1. The Cross: A gateway into something greater
One of the most important arguments we make as branding agency is that a logo without meaning is merely a worthless graphic. Christians have worn a crucifix around their necks for millennia – a symbol that signals their religious beliefs to the outside world, but also a reminder to live a life as righteous as Christ.
Just as the cross is instantly recognizable, conveying the core beliefs of Christianity without a single word, so too must a brand's logo encapsulate its essence. Consider the bitten apple of Apple Inc., a symbol of knowledge, curiosity, and innovation. This emblem, similar to the cross, transcends its physical form to convey a narrative of human progress and technological faith, turning users into disciples of futurism.
2. Scripture & Values: The heartbeat of a brand
Christianity is built around core values: love, compassion, and forgiveness. These tenets guide the behavior and beliefs of its followers. Similarly, brands like Patagonia weave environmental stewardship and sustainability into their corporate DNA, not just as a business strategy, but as a moral imperative. Patagonia’s commitment to "cause no unnecessary harm" has cultivated a loyal following who see their purchases as contributions to a greater good, much like tithes to a church.
The most successful brands have defined their most authentic core values and use these values to guide their every move.
According to Forbes, Apple is ranked as the most valuable brand in the world, having attracted 1.8 billion users because of its ethos of creativity, innovation, and challenging the status quo. These statistics pale in comparison to Christianity’s 2.4 billion followers, making Christianity the largest religion, and by far the most popular brand, in history.
3. Parables of Purpose: Stories that transcend time
The Holy Bible — the biography of Jesus —is the most notable and distributed book in human history. The stories of Christ are compelling narratives that offer lessons on life, morality, and faith. In the realm of branding, the journey of a product or a company can serve a similar purpose.
A powerful story is not only memorable but captivating, intriguing audiences to dive deeper. If we look at the story behind Starbucks Coffee, we find the fable of coffee’s journey overseas into the port of Seattle which inspired the Starbucks namesake; Starbuck being the name first mate aboard the Pequod in the famous novel Moby Dick.
The lore of Starbucks, for example, isn’t just about selling coffee; it’s about creating a third place between work and home, a space for community and connection. This narrative transforms a visit to Starbucks into a ritualistic experience, imbuing a simple coffee run with deeper meaning.
4. Apostles & Ambassadors: The human connection
Christianity was formed around the values and life of Jesus of Nazareth, the immaculately conceived carpenter who lead a life of miraculous healing and righteousness. Many other brands also originate from the story of their founder, but sometimes the brand ambassador is merely a preacher of the brand values mentioned in point number 2.
Steve Jobs has been revered as the visionary of innovation and the single most important reason behind the success of Apple today. At one point, Jobs was begged to return to Apple, by the same board who ousted him years prior, only to resurrect a dying brand. Despite Apple’s leadership changes, Jobs has always been widely regarded as the brand’s face, even after his death – a practically “immortal” figurehead that personifies everything Apple stands for.
Whether Steve Jobs or Jesus Christ, a strong figurehead instantly humanizes your brand.
5. Mission & Vision: Evangelize your purpose
Much like Apple without Jobs or Christianity without Christ, a brand cannot make it through hardships without a sense of purpose and a plan to get there. For brands, this is exemplified by your mission and vision.
Christianity spread across the globe through the passionate preaching of its followers, each believer a messenger of its values. Brands, too, rely on their customers to evangelize on their behalf, turning users into advocates. When a brand like Tesla commits to making the world sustainable through electric vehicles, its customers don’t just buy a product; they join a crusade, spreading the word with missionary zeal — a company we've also seen fall from grace in recent years by forgetting their purpose.
6. Authenticity: Walking the talk
The teachings of Jesus emphasize actions over words, a principle that holds true in branding. A brand must live its values authentically, for the modern consumer is discerning and demands integrity. When a company like TOMS Shoes pledges a pair of shoes to a child in need for every pair sold, it’s a manifestation of faith through works, compelling its customers to believe not only in the product but in the mission.
McDonald’s commercials promoting “healthier options” lose their luster when you remember their hamburgers are immortal. Nobody likes a hypocrite, especially in the social media age.
7. The Brand Bible: Setting clear guidelines
Consider the Bible every Christian’s brand standards guide – a comprehensive instruction manual detailing how a good Christian shows up in the world through parables and commandments.
Every brand needs a brand guide, Christianity included. Thorough brand guides bring a brand’s story to life (much like the Bible does for Jesus), providing clear benchmarks for how the brand looks, sounds, and acts. These clear “rules” keep the brand anchored in its core values, ensuring the brand’s integrity for years or centuries to come.
8. Community & Communion: The church of your brand
Just as churches serve as gathering places for the faithful, offering a sense of belonging and community, successful brands create similar spaces—whether physical or digital—for their followers. Companies often turn to Facebook groups or Slack channels to give their audience a place to share ideas and connect with likeminded people. Yelp does a great job of this by offering regular events for their "Elite" users — and its become a coveted title that encourages other aspiring foodies to write reviews without any other form of compensation in hopes that they will one day be invited into the companies exclusive group.
9. Sacred Rituals: The power of consistency
The weekly cadence of worship, from Sunday services to Bible studies, creates a rhythm that reinforces its teachings, making them a constant presence in the lives of the faithful. This repetitive exposure to core messages and values helps to deepen the connection, turning belief into a living, breathing part of everyday existence.
In the realm of branding, this principle of consistency is equally critical. A brand, much like a religion, must articulate its message clearly and consistently across all touchpoints. This goes beyond mere advertising; it's about creating a unified experience that affirms the brand's essence at every opportunity. Apple, for example, maintains an unmistakable aesthetic and functional consistency across all its products, packaging, and retail environments, reinforcing its ethos of simplicity, innovation, and elegance. Every interaction, from opening a product to visiting an Apple Store, serves as a ritual that deepens the user's connection to the brand, much like the rituals of faith deepen spiritual devotion.
10. An Invitation to Witness
The most successful brands understand that every touchpoint, from a tweet to a flagship store, is an opportunity to preach their gospel. In doing so, they ensure that the brand's promise is not just heard but felt, creating emotional connections that, like the lessons of Christianity, guide decisions and inspire loyalty. This alignment across all platforms and interactions is not merely about repetition; it's about reinforcing the 'why' behind the brand, turning casual customers into devout followers.
Just as Christianity finds strength and continuity in its rituals and teachings, a brand's consistency in messaging, aesthetics, and customer experience becomes its liturgy—a series of sacred practices that engage, educate, and inspire. This consistent cadence ensures that the brand's purpose is not just communicated but celebrated, weaving it into the fabric of the consumer's life.
I challenge you to reflect on the brands that have achieved this sacred rhythm in your life. How have their consistent messages and experiences influenced your loyalty and belief in their mission? Consider the moments when a product or a company became more than just a choice, but a part of your identity.
