A well known verse from the Old Testament has been a very popular verse of encouragement amongst many people, especially those in the Christian community. “Have I not commanded you? Be strong and of good courage; do not be afraid, nor be dismayed, for the Lord your God is with you wherever you go (Joshua 1:9, New King James Version).” Many Christians have memorized this verse keeping it close to their heart, especially in times of despair, holding on to the truth that God is always with them no matter what they are going through in life. When times are tough this is a verse that definitely helps get people through those particular times. This promise is guaranteed to be delivered by God and, those who live out their lives according to the scriptures have that full confidence. One marketing management concept that is closely associated with this verse is internal branding. Internal branding consists of activities and processes that help inform and inspire employees about brands (Kotler & Keller, 2012). Brand bonding occurs when customers experience the company as delivering on its brand promise. All the customers’ contact with employees and communications must be positive. The brand promise will not be delivered unless everyone in the company lives the brand (Kotler & Keller, 2012). Knowing that God commands us to be strong and full of courage never worrying or being afraid because he is with us not only informs a Christian but also inspires him. Similarly, internal branding informs and inspires people about brands. When employees care about and believe in the brand, they are motivated to work harder and feel greater loyalty to the firm. When Christians care about and believe in the promises that God gives them, it draws them closer to the Lord developing a stronger relationship and a stronger faith in Christ. Kotler and Keller (2012) state that, “A