When I initially started working in SEO, I was working for then-unknown start-ups (including this one), and branded searches seemed to me to be the most boring part of SEO and PPC. Those searches are already there (they get created by other channels), you’re almost certainly going to rank for them in organic search, and you likely have to “defend” them in PPC. So who really cares about branded searches?
But as I did more work in SEO and PPC with companies of varying shapes and sizes, I quickly learned that for many sites branded searches make up a majority of their organic and paid traffic. Beyond that, for very large brands that traffic can be worth millions and millions of dollars.