Building your brand on Facebook is split into 4 core areas. You need to build your page, your brand and your presence. You then have to connect with people to make them aware of your brand and presence. After, you need to engage with your audience and potential (or current) customers and finally you need to influence your fans, expand and reach the friends of your fans.
Working in the SEM industry, it's easy to think of Google as a company that only provides online products and services - be it Search, Gmail, Maps, YouTube, Google+ or the Android OS. A company that only makes software - intangible stuff that disappears once the off button has been pressed on your pc/laptop/tablet/smart phone.