As I covered yesterday at Search Engine Land, Google has added a new slice in the pie within the Google My Business Insights section to segment out branded searches from direct or discovery related searches. Here is a screen shot from my business in Google My Business showing the new yellow slice for branded searches.

Here are the categories shown in this pie chart:
Direct (green) – Customers who find your listing searching for your business name or address
Discovery (blue) – Customers who find your listing searching for a category, product, or service
Branded (yellow) – Customers who find your listing searching for a brand related to your business

Google explains Branded searches: A customer searched for a brand related to your business (e.g. a customer looking for fast food searched for “McDonald’s” and found your fast food restaurant listing). This category will only appear if your listing has appeared at least once for a branded search.

Forum discussion at Twitter.