Branding is Trust.

People today see a brand as a logo and reputation - but it’s more. It’s certification.

Back in the 1900s, cereals were a new technology, people needed to rely on brands like Post Cereal’s reputation to sleep safely knowing their kid won’t get poisoned from the new technology of stabilized starch. It was a certification of safety.

Similar branding can be seen in coinage and bills stamped by the government. The Florentine Florin was a strong brand of gold coin as it wasn’t devalued for some 300 years.

Bitcoin itself is a very powerful brand - you can reliably both trust and verify it’s doing what it does.