Brand
Brand I see as what people see you as, what you’re known for, how one is perceived. A clothing brand can have a brand, or a car make, or some company — you perceive them a certain way and associate them with specific things. In the arts you see the same thing, with successful artists: Banksy has a different brand than Picasso, or a band like the Clash would have a certain brand.
As a composer I think it’s not a bad idea to build a brand. In a way it makes one more of an artist and less of a mere technical tool. The purpose of painters back in the day was to create images of those with wealth and nobility, but the great artists couldn’t help but paint a certain way and lean into their creative style.
With composers, if you think of lets say Jonny Greenwood, he has a certain taste and style. Not all his scores are the same stylistically but you can tell they all have his sensibilities. I can’t imagine someone making a cheesy comedy and asking him to score it. Mark Mothersbaugh also has a very distinct style, so distinct that in my opinion Alexandre Desplat had to kind of copy his style a little when he took over scoring Wes Anderson’s films. Mica Levi definitely has a strong style and approach to music. Trent Reznor different again but also very well established style he’s known for. John Williams. Phillip “Arpeggios” Glass.
On the other hand, if one gets into the rut of just bouncing between every style, copying temp music, just trying to please directors at all costs, I can imagine it not being a good long term strategy. I’ve been guilty of that as have probably most composers to some degree, but I always make a conscious effort to course correct and strive for/ push for my specific style as much as possible. I do think by now I’ve built a bit of a style I’m known for most amongst the filmmakers I work with and I’ve been told even by musicians that the way I compose has a specific, unique style that they can recognize.
If you don’t know what you’re style is yet, don’t worry, it can a lot of composing to find and develop it. Research music that inspires you. Write a lot of music and see what tendencies you have in your compositions. Refine and develop your craft as a composer. Also, trying to demo and reach out to films that interest you creatively I think can help.