In the context of business messaging, brands are perceived as the entity sending messages, whether they are small local businesses or large chains, while campaigns are focused on specific use cases for messaging. Businesses need to decide between dedicated campaigns, which are focused on a single use case with a lower surcharge from AT&T, and mixed use campaigns, which allow multiple use cases but come with a higher surcharge. Mixed campaigns are beneficial for companies using a single number for different messaging needs, while low volume campaigns are cost-effective for businesses sending fewer than 15,000 messages monthly, despite having higher surcharges and limitations on message speed. Each campaign choice involves considering costs, message volume, and specific business needs, with companies encouraged to contact their representatives for more personalized guidance and support.