This isn’t an easy question to answer…
Because the answer likely isn’t stagnant. And, it is going to likely be something you come back to over and over again.
What your brand should be does have a beginning that is easy to identify. It begins with a simple question:
What is the value that I want to create for my buyers and prospects?
That opens up a story for you to tell yourself about where you are and where you want to go to.
All brands are aspirational and the highest aspiration you should be aiming for is that you create a brand that enables you to do the things that you want to do.
So to answer the big question: What should my brand be?
The answer is probably: It should be anything you want it to be, for now, but it should also not be something that is set in stone because times change and specializations change along with it.