A brand in today's world has extended from being a mere recognizing factor of a product or service, it is an extension of the persona itself. Here I am talking about a brand in a very holistic way. As a professional, every touch point with my team/client/work is an extension of the brand that is me. What is it that your brand conveys?
You cannot ever fake or put a spin on your personal brand. What you are and where you want to be is reflected in every action of yours. A mask does not work well, it will slip anytime. Your true self will show up. You are a leader by your actions, not by your "title". Your team will respect you, follow you for what values you stand for, and not anything else. Your clients will respect you not for your sweet talking or ego flattering behavior, or how well you "like their way of working", it is for the legacy that you bring.
That legacy is the value that you give them, the integrity in which they trust, knowing that you measure your successes by their success.
Brand "u" is not a "spin". It is a natural extension of your personality.