I have found it useful to think about brands as people - with distinct personalities. After all, brand marketing is about creating an emotional connection with your audience, your customers, your community of fans. And since we form our strongest emotional attachments to other people, it can be informative to consider how people react emotionally when they hear your name, or the name of your project, product, or service.
In fact, most definitions of "brand" include nothing about products, services, employees, stores and factories. The brand is the sum of all of those intangible things that people associate with a company, product, or service. It is the thing that generates a feeling or reaction that people have towards a company, product, or service. It is reputation. It evokes trust or suspicion, affinity or disaffection, excitement or ennui.
What adjectives would you use to describe your brand - whether it is a personal brand like that of an artist, or a company brand?
How do the things you use to promote your art, your products or services, or your company reflect that brand personality? Everything you do should reinforce that personality in a consistent, coherent way: your web site, your business cards, the tone of your social media postings or email messages.