Ride for the Brand: The Cowboy Code That Still Matters

[Pull quote forward]

[INTRO MUSIC]

Howdy y’all, Chip Schweiger, here. Welcome to another edition of Way Out West. 

The podcast that takes you on a journey through the stories of the American West, brings you the very best cowboy wisdom, and celebrates the cowboys and cowgirls who are feeding a nation. 

You ever heard the phrase “riding for the brand”?
Way out West, that meant something.
It wasn’t just a paycheck.
It wasn’t just a job.

It was a code.
A way of life.

So today on the show, we’re diving into it.

We’re talking about loyalty.
What it meant on the range.
What it meant to ride for the brand.
And how those old values still matter today.

After the episode, check out the show notes at WayOutWestPod.com/rideforthebrand

[MUSIC]

Howdy and welcome back. 

Before we get to this week’s episode, 

I want to thank you for something. 

We are quickly becoming one of the top podcasts of the western world, 

and that’s because of you. 

Every episode you listen to, every time you share it with family and friends, and every review or rating you leave makes an impact in getting this to more people. 

To talk more about our way of life. 

So, thank you. I’m honored to ride with you.

Chapter 1: What Does “Riding for the Brand” Mean?

OK, let’s talk about this concept of riding for the brand. 

It gets thrown around a lot sometimes, but I’m not always sure we completely understand what it means, 

and more importantly what it means in our lives.

Let’s start simple.

“Riding for the brand” meant you were loyal to the outfit you worked for.

The brand?
That was the symbol burned onto the cattle.
But it stood for more than just livestock.
It stood for a ranch’s name, its reputation, and its people.

To ride for the brand meant you represented all of that.
You didn’t badmouth the ranch.
You didn’t quit when things got hard.
You didn’t steal, lie, or cheat your boss.

You rode.
You worked.
You showed up—rain, shine, or dust storm.

And in return?
You got more than wages.
You got belonging.

Chapter 2: The Code Behind the Phrase

Cowboys didn’t write this down in rulebooks.
But they sure lived it.

It was part of what we now call the “Code of the West.” And I talked about thios in epsidoe 19. The fact that
A handshake mattered.
Your word was gold.
Loyalty wasn’t optional—it was expected.

You were loyal to the brand...
And the brand was loyal to you.
Most of the time.

Of course, there were bad bosses and rough deals.
But the ideal?
That was strong.
And it stuck.

Here’s what the writer Louis L’Amour said:

“When you rode for the brand, you looked out for what it stood for.”

That’s the heart of it.

Chapter 3: Loyalty in Action

Let’s paint a picture.

Imagine a cowboy out on a week-long roundup.
Sleeping on the cold ground.
Eating beans outta a Dutch oven.
Herding cattle through thunderstorms, swollen rivers, and rattlesnake country.

Nobody’s watching.
Nobody’s grading him.

But he still does the job right.
Why?

Because he’s riding for the brand.
Because that outfit gave him a place, a purpose.
And he’s not about to let it down.

He doesn’t cut corners.
Doesn’t sneak off early.
Doesn’t gripe about the work.

That loyalty?
It wasn’t about being told what to do.
It was about owning your role.

Chapter 4: Not Just About the Boss

Here’s something folks sometimes miss—
Riding for the brand wasn’t just about the ranch owner.

It was about your crew.
Your fellow riders.
Your cook.
Your wrangler.
Even the old dog sleeping under the wagon.

You were part of a team.
And when you’re part of something bigger than yourself…
You pull harder.
You show up stronger.

There’s an old cowboy quote:

“If you’re not willing to do your part, best stay off the trail.”

Chapter 5: Loyalty Today—Still Worth Riding For

Now here’s the kicker:
This idea? It ain’t dead.

You can ride for the brand today.
Doesn’t have to be a ranch.

Maybe it’s a company.
Maybe it’s your own family name.
Maybe it’s your community, your values, your mission.

When you sign on to something—
When you say yes—
Do it like you’re riding for the brand.

Be loyal.
Be dependable.
Stick it out when the trail gets rough.

That cowboy mindset?
It still works in business, in life, in leadership.

And if you’re the one with the brand—
If you’re the boss, the founder, the one folks ride for—
Make sure it’s a brand worth riding for.

Treat people right.
Honor your word.
Pay fair, work fair, and care for your crew.

Because loyalty goes both ways.
Always has.

Chapter 6: The Flip Side—When to Ride On

Now let’s be honest—
Not every outfit is worth sticking with.

If a ranch burns you, lies to you, mistreats your horse,
You don’t owe them loyalty.
That’s not riding for the brand.
That’s being taken for a ride.

Cowboys knew when it was time to move on.
But they didn’t burn bridges.
They rode out with dignity.

So yeah—ride for the brand.
But pick your brand carefully.

Let’s take a quite break and when we come back I wanna talk more about riding for the brand and why it still matters today.

Be right back

[MUSIC]

So, check this out: Frank “Pistol Pete” Eaton wasn’t just the face behind a few college mascots—he was a living legend. 

 A crack shot by age 15, Eaton set out on a relentless quest to avenge his father’s murder, one outlaw at a time. 

 On the next episode of This Week in the West from my friends at the National Cowboy & Western Heritage Museum, dig into the real story of the man who became a frontier icon.

You can find it at nationalcowboymuseum.org or on your favorite podcast app. 

 Oh, and spoiler alert on Pistol Pete: it’s wilder than the myth.

 New episodes drop every Monday. 

[MUSIC]

Welcome back. 

Here’s where Riding for the brand starts to matter today.

You don’t have to work on a ranch to ride for a brand.
We all have a brand—
Whether it’s a company, a cause, a community, or your own last name.

When you agree to something—
A job, a partnership, a marriage—
Ride for it.

Show up.
Take ownership.
Give it your best, even when nobody’s watching.

That cowboy ethic?
It still works in boardrooms, small businesses, classrooms, and on job sites.

Chapter 7: Leading the Brand

Let’s flip it around.

Maybe you own the brand.
Maybe you run the business.
You’re the trail boss.

Then here’s the question:
Are you building something people want to ride for?

Because loyalty goes both ways.

If you treat folks like tools—
You’ll get the bare minimum.

But if you lead with integrity, fairness, and grit?
You’ll get a crew that sticks with you when the herd scatters and the storm rolls in.

A cowboy boss didn’t have to bark orders.
He earned respect by living the code.
By backing his crew.
By being the kind of man folks wanted to ride for.

That still holds true.
Whether you're running a ranch or a company with 50 employees.

Chapter 8: Today’s Test—Are You Riding or Just Sitting the Saddle?

Here’s a question worth asking:

Whatever you’re part of—
Are you just punching the clock?
Or are you riding for the brand?

And if you’re leading—
Would you ride for your own brand?

This old idea still has power.
Especially in a world full of shortcuts and finger-pointing.

We need more folks who show up early, stay late, and do the job right.
Not for applause.
But because it’s the right thing to do.

Chapter 9: Cowboy Wisdom in Modern Business

You want to build a strong team?
Hire folks who ride for the brand.
People who take pride in their work.
People who care.

And here’s the secret to keeping them—
Give ‘em a reason to stay.

Let them take ownership.
Trust them.
Back them when it’s tough.
And let your brand mean something.

If you’re building a business today,
Build one that lives by the old cowboy code.

Where your handshake still matters.
Where loyalty is earned.
And where people are proud to ride for your brand.

Chapter 10: Wrapping It Up

So let’s ride back around here…

“Riding for the brand” isn’t just about saddles and spurs.
It’s about loyalty.
Integrity.
Commitment.

It’s about doing the job even when the weather’s bad.
Even when you’re tired.
Even when no one’s watching.

And whether you’re running cattle or crunching numbers,
Those values still matter.

The West may have changed…
But the code?
That’s timeless.

Chapter 11: Buster the Bull and Cowboy Glossary Term of the Week

Ok, we’re almost done for this week, but before we go, we’ve got one more thing. And I think you know what it is.

[BULL SOUND]

Yep, that distinctive call from Buster the Bull means it’s time for the cowboy glossary term of the week. 

And this week’s term is "circling the wagons." Now, in the old west, circle the wagons referred to pioneers arranging their wagons in a defensive circle or rectangle at night to create a makeshift stockade for livestock and protection against wild animals, thieves, and, less commonly, potential attacks. 

You wanted to circle the wagons to create a corral for livestock, preventing them from wandering off or being stolen. 

Here’s something you may not know: While the phrase is often associated with defensive measures against Native Americans, circling the wagons was really more about securing livestock and camp safety than about preparing for direct attacks. 

The resulting arrangement of wagons formed a temporary fortification, sometimes referred to as a "wagon fort" or "wagon fortress". 

Now when you hear someone use the modern day phrase "circle the wagons" meaning to unite or prepare as a group for a common defense or to defend a position, you’ll know what it really means.

 [OUTRO MUSIC]

That does it for this week’s episode. Thanks for riding with me today.

If you enjoyed this episode, do me a favor—
Send it to someone you’d trust to ride with you.

And if you’ve got your own “ride for the brand” story,
I’d love to hear it.

Shoot me a message or you can even record an audio message at my website, and I’ll put it on the air in a future episode.

This is Chip Schweiger reminding you to ride with heart, lead with honor, and always, always ride for the brand.

We’ll see ya down the road.