I wrote a similar post yesterday, but I think it was slightly misunderstood. Let me clarify:
When I talk about brands, I'm not really talking about how your website looks, the colours you picked or the logo that you have.
I'll use a company as a short case study: Atom Packs
This is a very small company in the UK that makes ultralight backpacks (typically for long-distance hikers). At first glance, there isn't a super clear visual identity. However, what draws me to this company is how honest it feels. They are supported by people writing about them on forums and talking about them on youtube videos. They themselves are a part of the community that they sell to, so their Instagram content is super relevant. You don't feel like anything they do is just for show - it all feels honest and relevant.
I've seen a similar thing happen with indie hackers. A lot of successful indie hackers start with a large following on a social platform. I believe that this personal brand contributes massively to their success, and those people often carry that personal brand in to their products.
So with that said, how important do you think your brand is to you? How do you cultivate it?