You can promote your brand under one of three categories: earned media, owned media, and paid media.
Earned media is when your brand is popular for your product or your service.
Owned media is when you control the promotion, like blogs, youtube, and social media.
Paid media, as the name implies you pay for your promotion. For example, page boost in Facebook. In this method you can spot your targeted audience in a jiffy, making your future promotion process easier.