Keywords describe queries, entities describe things
Older SEO matched strings. Modern systems resolve queries to entities and then reason about them. If your brand is not a recognised entity, you are competing with a keyword strategy in a system that no longer works that way.
This is why two sites with identical content can perform completely differently.
The practical work
Complete Organisation schema. Identical naming everywhere. An about page that states plainly what you are and are not. Internal linking that connects your brand to your topics. Third-party sources that repeat the same association.
None of it is glamorous and all of it compounds.
How to check where you stand
Ask an assistant who your brand is and what it does. If the answer is vague, wrong or confuses you with a similarly named business, your entity is unresolved and that is the first thing to fix.