To generate awareness for yourself or your business. A brand is who you are, whom you want to be, and what you want to be known for. Whether you know this or not, you are a brand. Everyone is a brand. At work, you represent your company. When you are at a bar or restaurant, you represent yourself and your personal brand unless you are wearing your work shirt. Your brand will help you connect with customers. Think about celebrities and how their names and personalities drive revenue. Their followers don't necessarily care if the products are good or bad or if the celebrities actually use them. As a matter of fact, they know they don't.