Just as it is wise to brand products and services, branding is also a well-accepted practice in the business of religion. Religious branding, however, is not promoted or endorsed by God. Jesus made several succinct statements about public displays of righteousness. While he made few direct references to clothing, he made his point well that public displays of righteousness of all kinds are not to be done.

It is true, of course, that there will be audiences of some acts of righteousness because much righteousness occurs in relationships where we love our neighbors as we love ourselves. Words are involved in this kind of love, but the words will be God’s words spoken through New Covenant disciples. When such words are spoken, they are more likely to arouse anger than affection because they will bring conviction about sin and humility. These are not the kinds of responses that most people seek in their relationships. But those are the kinds of reactions that Jesus received when he spoke truth to religious leaders.

There is no benefit to others, however, when pseudo spiritual people try to show off how spiritual they are by their clothing, adornments, religious behaviors and words. The only people who benefit from public displays of righteousness are the ones who put on the display. Those who display their righteousness publicly say that they are testifying about God and his goodness, but the truth is that they are only trying to enhance their standing in the religious community.  There is no direct benefit to God that comes by wearing religious clothing or using religious speech.

The true witness of righteousness is in the affirmation of truth that occurs in the heart of observers/listeners who are convicted of sin by the words of New Covenant disciples who speak for God.

God does not speak through his prophets to make them look good. In fact, his prophets are more likely to be despised and persecuted rather than affirmed and appreciated. For understanding of this truth, we only need to look at the life of Jesus and his promise that his followers would be persecuted.

God speaks through his prophets to convict religious people of the truth that religion is sin and call them out of religion. That is not what most people would do to make friends and build a reputation. The lesson here is that if you are not persecuted for your speech, you are a False Prophet — not a True Prophet.