I was just writing about this the other day - my stuff is so all over the place that I despair of ever establishing a recognizable "brand."
Then I realized that branding is something we do to cattle, so I decided not to worry about it.
I thought I was going to wind up a science fiction writer. But I guess it turns out I'm more of an essayist and reviewer.
I thunk it is 'expected' of us to be a certain way and fit in to certain genres. I think being liberated with our writing is good for us to learn :-) sticking to a norm can limit our abilities too !
From the business side of things it probably helps to fit into an easily understood category. But the people who write the most interesting books are usually just following their muse.
I agree !