I only wish I knew what my brand was. I don't like the way authors - and books - are being treated like baked beans. The implication is that readers are a homogenous mass of baked bean eaters, and can't eat anything else. Well, phoeee. Most people I know read a wide variety of books, fiction and non-fiction. They like the old favourites, but will try new stuff.
And as an author, I find each book is different. They're all in the same genre, but the feel of the book depends on the main character and what their situation is. I've written two books about adultery, so perhaps that's my brand. Which would be unfortunate because I think I've said all I want to say about adultery for the time being. Besides, if you said to a photographer, my USP is adultery, they'd want to have you posing in your bra and knickers. This would also be unfortunate, given that I'm not a 20-something model.
As a reader, super glam photographs put me off - there's one author whose website has lots of pix of her lounging in leather trousers looking foxy, and it completely turns me off reading her books. When my pictures were done, I wanted to look...normal, I suppose. Oh no, I've just realised - my intended brand image is bland. No wonder I have cliched author photos. At least I went for a scarlet cardi.