William Branham introduced a different means to salvation, a different "gospel," for those who did not believe his cult doctrine. It is commonly known to cult members as the "Be Kind to the Bride" or "Be Good to the Bride" doctrine. Simply stated, one can be saved simply by being kind to a cult member and not objecting to Branham's authoritarian control.

This doctrine is commonly mentioned at funerals for non-cult members, though people external to Branham's "Message" cult of personality would not recognize it. From non-cult Christians to atheists, salvation can be gained, bypassing faith in Jesus Christ, by having faith and/or kindness to Branham and/or cult members.

As as a result, Branham cult members are very vindictive towards those who object to Branham's authoritarian control and/or doctrines, especially when confronted with them.