As the main body of new agricultural business，family farms are the main force for the establishment and application of agricultural brand.Based on the questionnaire data of 1324 family farms in China，this paper empirically analyzes the impact of brand agriculture engagement on the business performance of family farms.The Propensity Score Matching （PSM） is used to address self-selection bias and endogeneity，and the robustness of PSM results is further assessed through sensitivity analysis.The study found that brand agriculture engagement can significantly improve the performance of family farms，with the highest business performance being achieved by family farms that registered their own brands.Rosenbaum boundary sensitivity analysis shows that the PSM model selection and its estimation results are robust and the conclusions are reliable.Further analysis shows that standardisation of product quality control system，the adoption of green production techniques and the support of social service organisations play a positive regulatory role between brand agriculture and farm performance. Therefore， family farmers should not only strengthen brand awareness，improve brand reputation and make their brands more popular and stronger，but also strengthen the standardized management of family farms，produce high-quality agricultural products，strengthen the quality control of agricultural products，and solidify the foundation of brand management.The government and other relevant bodies should strengthen incentives and protection for the establishement of agricultural brand and increase the motivation of agricultural producers to build brands.