New Ways that Searchers can Identify Your Brand. Icons from domains and brands are now showing up in both mobile and desktop Google search results. This increased the ways that a site’s brand can gain front and center visibility immediately in Google SERPs. At a glance, searchers can better understand where information is coming from, associate it with a brand, and more easily decide what links they want to click on. This is one ideal way that small businesses can compete with big brands. It leads to winning clicks and user actions right on Google SERPs. Achieving authenticity and brand trust comes down to your company's values, your business goals unrelated to profit, your local community culture, etc. All this shapes your brand’s unique and authentic voice. When you demonstrate that you care about others and giving back to your community, trust is born and nurtured. Be relatable and factual in your published content.