“Brand” is a term used by The Campaign Registry (TCR), who define the term as: “The company or entity the end user believes to be sending the message.”
Since North American Sinch numbers must be sanctioned as A2P for use with 10DLC, typically you’ll have to choose a number from our (exceptionally large!) inventory. When you register the brand as belonging to your company for a particular number, TCR takes extra steps to verify your company’s identity for the integrity of the telecommunications industry. Ultimately, this builds trust with your customers.