Personal or otherwise, branding is merely an attempt to make sure the impression that people will inevitably form is congruent with the impression we have of ourselves and our companies. The ethical debate gets whipped up because this sounds like manipulation.

The problem with assuming branding is nefarious is that the impressions people make in the absence of branding are often made with incomplete or incorrect information. Preventing that misconception is branding’s more noble counterpoint.

The problem with brands is that they have to be simple and concise, easily recognizable and consistent.

Some definitions of branding do claim that. However, the brand message I got from your site in the first few seconds is that you’re not cool with being defined by others’ definitions. I’d say throw out the “simple and concise” part of the definition and stick with authentically communicating what you think you’re about. If you do that, you’ll be actively engaged in branding without having to worry about the ethical quandaries.