Who says these are mutually exclusive?
Yes, you do want to build a brand. Look what brands do for: Coca-Cola, Apple, BMW, Gap, etc.
At the same time, if you want my dollar, do be like: Coca-Cola, Apple, BMW, and Gap. (They are large, cold, heartless corporations that exist to screw people out of their money.)
I am coming to you because I want your expertise and I’d like to also be my personal adviser.