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For me the most important thing about brands is not having huge logos over everything.
Second is personal experience with quality. I tend to stick with what has been well made in the past, but don't actively double check to see if a brand has been bought out by vulture capitalists unless I buy something and it sucks. Then I double check and try to swear off the brand. Lately I have been double checking for reviews and such before making any big purchase because of how prevalent that is.
Third is whether they are evil. Sorry, but with all the conglomerates buying everything up I can't keep up with who is shitty at the time of purchase but I do try to avoid things I know for sure are from horrible companies.
But when possible I buy things used because putting some long lasting tools or clothes someone bought but didn't wear to some use means less trash in the landfill and there is a lot of older stuff still around from before quality started sliding so much. For most things that I do buy used it is a sign that it held up well and also costs less than retail, so double bonus!