Some say logos are the way we brand our lives now. Everything is about recognition and status.

People may say that, but apparently they forgot to inform the folks at Glee, a new North Shore boutique. It isn’t that Glee lacks the requisite trove of labels — who doesn’t have plenty these days? You want Red Engine and Citizens of Humanity? Check. Calypso sequined sweaters and embroidered Biya coats? Done.

But the real story is what Glee does with all of it. For starters, they don’t just let it sit on their shelves; they get it right into the hands of their clients in the name of personalized service. They know customers’ first names, they know their jacket and denim preferences, and when a style that flatters them comes in, they drop a dime to tell them.

Better still, they buy limited quantities, so clients don’t wind up looking like Trina Turk dolls or Tocca-stamped carbon copies.

Cultivating individuality? Now that’s good branding.

Glee, 29 West Street, Beverly Farms (978-922-4777 or glee.us).