May 31 2011
If you are actively carrying out SEO on your website, there's a decent chance of it ranking naturally for its brand terms already. However, if your domain name does not contain your brand terms or you have other sites competing for your brand terms (common particularly for those who also sell their own products wholesale) you may need to carry out brand SEO, perhaps even going as far as adding your brand terms as keyword to your existing SEO campaign.
If you're not ranking for your brand terms, you're doing it wrong.