I see the distinction you are making, but I would use the word "impression" instead of "brand". E.g. The kind of impression you make on other people. Hackers t

I see the distinction you are making, but I would use the word "impression" instead of "brand". E.g. The kind of impression you make on other people. Hackers tend to have very sensitive bullshit detectors. Anything that seems phony (like the word "brand") is going to raise suspicion that you don't understand us.