For contractors, just be you and don’t worry about being a brand. Don’t be something you’re not. Its always better to just be 10% more of you than 100% more of something else.
What I mean is, just elevate your personality 10% more for the web; in your videos, in your images, with your words, and the ‘brand’ will develop on its own.
Branding yourself is an asset that you can leverage that your big competitors can’t. Get your face on Instagram, Facebook, Youtube and on your blog. Your business will appreciate it.