John Robb has posted a few interesting posts on personal branding. This used to be a bit more common–stores and smiths were named after the person who ran it, some of the corporations that grew out of these people still bear their names.
The fabbersmith “brand” is somewhat generic. To suceed in the world and your local community, people will need to know what you offer, and how reliable you are. That’s the main reason for branding.