Think of your brand as performance (the quality and nature of your work) + message (communication about the quality, nature, and especially results of your work). Not everyone sees your work. The stronger and clearer your message, the easier word about your performance will travel. If you lack performance, your brand will break down eventually for being inauthentic. If you lack the message, word about your value proposition will not spread as readily and you are more likely to be taken for granted.