Google has added a new attribute for businesses that are veteran led. It is pretty easy to get the label on your Google My Business listing, you just go to your account, click on the “info” tab and click edit on the “attributes” section.
Here is a screen shot of the edit attribute section that lets you add either “Veteran-Led” or “Women-Led” or both:
When it is added, you get this icon on your local business listing on Google Maps and search:
— Google My Business (@GoogleMyBiz) August 27, 2018
Google added something similar last March for Women led businesses.
It is unclear if Google verifies either of these attributes or not.
Forum discussion at Twitter.