How do you avoid cannibalising brand search?

You do not need to bid on your name if the listing and the site already rank first and nobody sits on top of them. You bid on the brand only when a competitor sits above that search and takes the call. Search your name on the phone, signed out, in the area. Note whether the first result is already you and whether someone else's ad is there. The cap is spent on the venue's name and there is no money left for people who search the trade without knowing you. Those brand bookings were going to arrive anyway. The brand campaign kept separate, with a low cap, or switched off if nobody is covering you. The larger cap stays on trade-and-neighbourhood searches.