I know that “branding” is not a singular project. Being a brand is kind of like being a rapper. Not a lot of rappers are loved because of their name and their first album. People love rappers because they put together a body of work over a period of time that they continuously find themselves connecting with.
I also really like the follow-up statement to this:
Every single thing you do, every album, every tour, every tweet, and every decision you make, amounts to people either loving you and wanting to be a part of your orbit or not.