I understand not liking the word brand as a verb (as in branding), and not a noun. But, it's not something that particularly bothers me, as language changes over time. I see this usage of the word as meaning style, voice, what you want to project. And, while we may protest over such corporate speak, I feel like a person would be lying to his/herself if s/he thought this was not important in the world of finding a job. It certainly doesn't annoy me, and it's just part of promoting one's self. Even in my field, it is useful; I say this as I am starting a job search.
I kind of think that in my case, I've always had to search for an employer that was compatible with my brand, or the way I project myself and my values/style. I had a major problem with this when I moved back to MA, in 1990. I ended up getting a job in a school system that, let's just say, was not a good match with my brand. Both my colleagues and the students. In fact, I took a part time job, very far from my house after this, because it ended up being such a horrible experience. I was so desperate for a job and I kind of forgot about the deep divisions of values between towns in my state, which I should have thought about. I was a poor match for that community in every sense of the word.