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.)
> Do you feel like a LinkedIn profile with a nice history of your work isn't enough for what you're seeking?
This works for job hunting. But not in terms of building a brand.