Usually, it's nonfiction authors who approach publishing with a brand image they (and the marketing teams they hired) worked hard to create. Dr. Oz, Seth Godin, Malcolm Gladwell, Suze Orman - if you know the names you probably had an instant reaction when you read them. You know how you feel about them.
These days, it's up to you to market your writing. (It always has been.)
Read this wonderful article on your brand, and your platform.