Write every spelling variant of your brand name you can possibly think of, then let broad match modifiers create every possible variant without going too broad
You can do the same strategy with other match types, but the challenge is getting a wide range of search terms without getting irrelevant ones. This is where modified broad match shines.
You want to use a few words as possible to allow the algorithm to fill in the gaps, but use every spelling variant you can think of as a new keyword.
Brand Campaign Example Keywords
Brand Name: Finishing Touch
- +finishing +touch
- +finish +touch
- +finishing +touches
- +finish +touches
- +finish +touching
- +finishing +touching
Some brand names this is much easier than others. If your brand name often brings up search terms for other random products, you’ll have the be more restrictive, but if it uses unique words like “Nike” than you can go very broad.