Even if you rank first organically for your name, competitors and aggregators can buy ads on it and appear above you. Branded campaigns protect that real estate, let you control the message with current offers and sitelinks, and are usually inexpensive because your ads are so relevant. Branded searches also convert at very high rates.
Those high conversion rates can flatter an account. Many brand searchers would have found you anyway, so branded results should be reported separately from non-brand prospecting. It's also important to exclude brand terms from campaigns like Performance Max, so automated campaigns don't take credit for demand you already own.
Example
When someone searches 'Smith Family Dental,' the practice's branded ad appears above a competitor's ad, with sitelinks to online booking and a new-patient offer.
How Sloss Digital uses it
We run branded search as a separate, tightly controlled campaign, exclude brand terms from Performance Max, and report brand and non-brand results apart so growth claims stay honest.