You don't need to brand yourself to make a living online. You don't need branding to make money online. That's the simple truth.
But if you brand yourself, people will start to join what you promote because you promote it. It wont come around at first. Some will take years to build their brand, others will take months. But when your brand is becoming known, you need to make it a safe one. What does that mean: "If you promote something, your better be sure that it's a good one. Your name is associated with it."
Give good advices when asked for. Don't lie. Just tell the truth. And don't push a sale if the questions was not about your business. If your answer was good, they'll come back to join your business later.
Build your brand all the time. Each post on your blog, each post in the chat, each splash pages, each email and each promo should be good. Don't stay in the common, move into the special and uncommon. Get yourself seen and read.
This is a big job. You'll need to invest a lot of time into it. But in the end, you'll brand will make you a living.