Laut dem Label ist "Brand" ein "paean to self-empowerment and rigorous individualism - a call to overcome suffering by facing it right on, using the idioms of Scandinavian black metal, shoe-gazing post rock, saxophone-fueled psychedelia and the saddest of pop to get the message across. Kall, like Lifelover, shows its collective middle-finger to any scenes. The more they conform, the more we will set ourselves apart from them …"