I know lots of people hate Facebook, but if your customers and potential customers are there, you should be too. You’re missing an opportunity every time someone searches for you or your product and fails to find you.
The ease of sharing pages is just a new form of word-of-mouth advertising. It is also an effective way of forming and maintaining relationships with your customers and fans.
Creating a simple page is very easy and you can manage multiple pages if you have more than one brand. There are lots of free apps to help you make the most of your page. Musicians can use My Band and restaurants may want Menutab. You can find these and more apps at appbistro.
I think the recent improvements to pages have eliminated any benefits of using personal profiles for businesses and brands. If your name is your brand (such as authors) you should have a fan page for that brand, even if you also have a personal profile with the exact same name. Do choose the name of your page carefully as that is one thing you still can’t change.