Your brand is the promise readers rely on when deciding whether to try your next book.
An author brand is not a logo. It is the consistent expectation a reader has about what your books deliver.
Define three things: who you write for, what feeling your books reliably create, and what themes you return to. Everything else — bio, site, social presence, newsletter voice — follows from those.
Consistency matters more than volume. A recognisable presence twice a week beats an exhausting daily output that says something different each time.