When you are selecting your keywords you could choose to select keywords with your brand name.
For example, we could choose the keyword 'Hike SEO'. As it is important that you rank number 1 when someone searches your brand name!
However, you may want to only focus on what we call 'generic keywords' - these are keywords where the searcher is not specifying a brand. Here are two examples:
Brand search = "Hike SEO platform"
Generic keyword = "SEO platform"
It's completely up to you, but you may start to build more business if you focus your time on generic keywords.