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Can Your Profession of Faith Be a Brand?
By: Cindy Wendland
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People brands are the most interesting. Products and services can be branded. Experiences can be branded. What many don’t realize is that people can be branded, and few better embrace personal branding than Joel Osteen.

Joel Osteen is the son of a minister and the leader of Lakewood Church in Houston, Texas. He delivers Christian messages as well as Lombardi talked to his team. Joel Osteen has written books, created videos, presented seminars, written newsletters, and delivered his brand in just about every way possible.

His brand is the message of a better life with Jesus. He focuses on humor, positivity, and the good God has to offer. He tells people to expect the best because with God all things are possible and God works for good. Joel Osteen’s message captures the heart of many former churchgoers and more contemporary Christians. This group is less interested in hearing about the downtrodden Christian than in hearing about God answering prayers and delivering people.

Joel Osteen has appeared on Oprah and other national programs. He brings in special celebrities like Susan Boyle. He packs them into Lakewood regularly — tens of thousands of people. These people are all hungry to believe in the positive faithfulness of a God in heaven. Joel Osteen delivers. His sincerity and optimism endear him to his audience.

His critics persist in their reviews of him. Joel Osteen continues to be challenged by those who think he should be upset about various attacks on Christianity or happenings in the world. These events and his calm reaction to them just serve to elevate his ability to reach a broader audience. He stays true to his branded path. He continues to wear his trademark smile, and says he is not disappointed or disillusioned by anything he sees in the world because he trusts God to use it all for good.

While it may seem inappropriate to label Joel Osteen as a brand when he is a messenger for another, one might think God would approve of his branding strategy and had a hand in it.

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About the Author
Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.
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