I think that depends on the end goal with the marketing. What are you looking to achieve exactly? For example: getting a job, getting funding, getting attention for an open-source project?
I've never really thought about it for myself. Most people who contact me about jobs do so through word-of-mouth, LinkedIn (where I don't post anything aside from keeping history up to date), or sometimes through my (low-traffic) personal blog. I never felt like I was missing out on work by not being a tech "influencer" or something like that. Do you feel like a LinkedIn profile with a nice history of your work isn't enough for what you're seeking?
What is the goal/direction of the brand, though? Most brands I know of have some sort of purpose, or something they are selling. I get that a personal brand is more like selling yourself, but what "buyer" are you targeting? VCs? Employers? Open-source contributors? Engineering students/mentees? Seems like the approach would vary depending on the answer. (Sorry maybe I'm just confused, I don't know much about marketing! I do have to fumble through a bit of it for my books though, and at least part of that process is figuring out the ideal audience.)
I've never really thought about it for myself. Most people who contact me about jobs do so through word-of-mouth, LinkedIn (where I don't post anything aside from keeping history up to date), or sometimes through my (low-traffic) personal blog. I never felt like I was missing out on work by not being a tech "influencer" or something like that. Do you feel like a LinkedIn profile with a nice history of your work isn't enough for what you're seeking?