What is branded caller ID?
Branded caller ID is a caller ID display that shows a business's checked name, and sometimes its logo and the reason for the call.
Why it matters for sales teams
Prospects ignore numbers they do not recognize. A company name on the screen tells them who is calling before they answer, so a sales call looks like it comes from a real business rather than an unknown caller.
Branded displays are offered through carriers and their analytics partners. The business usually has to be checked before its name is shown, and the display only appears on networks and devices that support it. Everyone else sees the regular caller ID.
Example
A sales team signs up its outbound numbers for a branded display. A prospect on a supported mobile network sees the company name and logo on the incoming call screen. A prospect on another network sees only the number, and maybe a CNAM name.
Branded caller ID vs CNAM
CNAM is a short text name stored in a database and shown by carriers that display names. Branded caller ID goes further, with a checked identity and richer content such as a logo. Both are about how the caller is identified on screen. Call labeling is a separate layer of warnings.