Brand field:

Type out your brand name including common variations.

Keyword field:

Type out your target keywords for the page.
This can be the full keyword as well as just parts of your keyword.

Blog Content = Standard blog article.

Long-Form Content = Higher quality articles. Usually longer and more researched than a standard blog article.

Company Homepage = Choose this when building links to the homepage of a software business, ecommerce site or national site.

Company Service Page = Choose this when building links to a service page of a national site or features page.

Ecommerce Product Page = Self explanatory.

Local Business Homepage = Self explanatory.

Local Business Service Page = Self explanatory.

Keyword Plus & Just Part of Keyword:

This will create anchor text that includes your keywords.

Branded:

This will create anchor text that includes your brand name.

Branded + Keyword:

This will create anchor text that includes both your brand and keywords.

Just Natural:

This will create anchor text that does not include your brand or keyword.
You should also use these to maintain a natural looking anchor text profile.