In my opinion, it's the behavior pattern of users that qualifies a website/business as a brand. Are people searching for your official business name in Google? Are they referencing your business name on Twitter, Facebook, etc.? You can create the conditions to become a brand, but it's how users seek and interact with your brand that builds branded authority in the view of search engines. Whether it be through hard work, a lot of marketing, etc., you can develop brand awareness in such a way that has lasting potential.