I’m not sure that I should be considered any sort of “branding expert,” but I do have an essay in the current Poets & Writers on my ambivalence about self-promotion, and the struggle to balance promoting your work with promoting yourself. See the print edition if you can get it!
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Frank Bures 
I loved this! Thank you. You really gave meat to why, as writers, we feel self-promotion is unnatural–“…self-promotion sits at the opposite end of the spectrum of self-awareness. At one end we create. At the other end we sell.” I can’t stop feeling nauseated every time I blast out a mass-anything about my writing on Facebook, and begin each post with a mea culpa and promise to resume posting Star Wars memes ASAP. Awesome, awesome stuff (although it probably felt like yet another avenue of promotion)! Take care, Sarah
Thanks so much, Sarah! Really glad to hear you appreciated that. It seems to be an unresolvable paradox for our age. Best of luck with your work (and promoting it!).