A brand should be a clear statement.
Laser focused intent.
Not vague, unfocused or unclear.
Your brand must be consistent.
Your brand no matter what it might be must be CLEAR FOCUSED CONSISTENT. The focus on a brand or label is often the target audience or demo graphic - this is the tried and tested formulaic standard.
This is not clear enough. Your brand, label or 'signature' must personify what your business, product or service is.
Lets explore that notion in more detail : Personify