There are almost always four possible reasons. This page gives them in the order of probability.

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1. There is nothing to cite

Answer engines cite sources that answer the question. Your site possibly positions your brand and tries to persuade. If it never answers the specific question, the answer engine has nothing to use. Check: Read the conversations for a topic where your brand is absent. Look at the sources that the answer engine did cite. Compare them with your equivalent page. Usually, their page answers the question and your page sells a product.

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2. All content about your brand comes from your brand

Answer engines give more weight to independent sources, because a description of a brand by the brand itself is weak evidence. A citation profile of only your own pages is fragile and easy to replace. Check: Look at Most cited sources. If your brand appears only on your own domain, that is the finding.

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3. An answer engine cannot quote your page

Answer engines quote passages. On some pages, the important content is divided across marketing text. On other pages, it is in an image, a PDF, or a video with no transcript. Such a page gives no quotable text, even when the information is on the page. Check: Find one paragraph that answers the question without other context. If you cannot copy such a paragraph, an answer engine also cannot.

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4. You answer a different question

The question that you optimized for and the question that buyers ask are frequently different. Query fanouts show what the retrieval actually searches for.

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What not to conclude

No citation is not a penalty, and you cannot appeal it. Answer engines do not keep your brand out on purpose. They found better material for that question. Your work is to make the better material.