All you hear about today is branding and staying on brand. Brand this, be a brand, start a brand, build a brand. To a contractor, a brand is simply this; a representation of quality, either good or bad. Nothing more, nothing less.
The market decides your brand, and they come to that conclusion by experiencing the quality of your work either first hand (as clients or customers) or second hand, by referrals, testimonials or complaints.
So continue to build your brand by doing good work, the rest will take care of itself.