http://sarahbessey.com/off-brand/

A brand isn’t exclusive to corporations or non-profits. We often embrace a certain “brand” for our lives as regular people, we have a story we want to tell with our lives and we expect everything in our life – our food, our worship, our budget, our homes, our friends – to all reinforce that story. This isn’t always bad but it can be restrictive. We are often unconsciously thinking of what our choices communicate to the world about who we are and what we value and what our purpose is in this life.