People brand you to discredit you
Have you noticed that recently we have come to a point in society to where peopld will brand someone a label and refuse to listen to any reasonable argument about the discussion because they branded them something like racist, transphobe, antivaxer. You could literally be explaining to them something factual like the sky is blue and they are able to shut down any intelligent, reasonable, valid points by trying to shame then and brand them as being transphobic, racist, anti-vax, Trump supporter.