Start with the additional business
A brand campaign can look impressive in an advertising report because people searching for your name already know you. That does not establish how many would have reached you without the ad.
The original article raised this question and compared paid and organic traffic. Keep that combined view, but do not treat its historical traffic uplift as a forecast for another account.
Inspect the actual search journey
Check relevant brand queries and the pages people reach. Are competing offers visible? Does your organic result send the customer to the right information? Could an ad provide a clearer route to a product or current offer?
Use these observations to form a testable reason for spending, not a rule that every business must buy its brand.
Compare with care
Where a controlled test is practical, agree the budget, duration and success measure before starting. Consider seasonality, promotions and changes in competitor activity. Review combined outcomes and acquisition cost, not just attributed ad revenue.
A trademark concern is a separate issue. Preserve the evidence and review the current Google Ads trademark policy or get appropriate advice. Test whether brand bidding adds customers rather than relying on a blanket bidding or non-bidding rule.
See our Google Ads management and guide to acquisition cost.