Any modern branding campaign has to consider offline marketing in parallel with the online one and because online one can be a lag behind there needs forward planning.
Locate the most popular keywords in your target market, don’t be afraid to think about longer terms and expressions sometimes these can be more successful.
Make sure that your site sensibly reflects your chosen expressions. It is usually a mistake to target keywords just for the sake of it.
Sensible keyword research can trigger creative ideas on how to present your website and how best to navigate it. This is the key to search engine success.