Great start!
The user goals could be verbs or adjectives that will help design accordingly. For example, user goals for Jet Blue would be to :
- Find cheap tickets fast
- Book quickly
- Browse destinations
The Brand Goals would be:
- Friendly interface / friendly customer service
- A young and hype feel
- Modern and affordable way to fly
The Business goals would be:
- Increase sales
- Get people to sign up to send offers
- Have people to fly internally rather than taking the train
The goals are set so that they can help you focus your design decisions and allow for the features to leverage with actual business goals. The brand goals are there to make sure your brand is well defined and that is consistent, and translates trhoughout the site even in the way you communicate error messages to your end user.