If your books are in paper, out from a publishing house, they send you around to bookstores or events that relate. You sign books, give talks, and you become the brand to those who will now look for your next book because they know the kind of thing you are going to have in it-- even if it's not set in Adeline. If they liked what you say, they will buy your philosophy for those books, the influences that have inspired the writing.
For me, as an indie writer, who likes being an indie writer, how to do this has been an ongoing question. I guess I should say an off and on question as I tend to forget about it and then go -- uh oh I better do something. I do have a philosophy to my books, but I suspect they disappoint the most avid of romance readers as I'm not into producing angst nor flowery language. They also are not going to be found by the readers of pop fiction who might read many types of novels but gag at the thought of a romance.
That's why I do need to be the brand. I write these books with a knowledge of the life where they are placed. Always it's into some arena where I have experience. I place them in settings where I live or have spent a lot of time. I do know the type of people even if they aren't friends. Some of the books link together but even then they stand alone as something that could be read without the others.
When I looked around GoodReads, I saw where they have a place for videos. I suppose they expect them to all be from the books but would they really want eleven of them (which I do have on YouTube)? So instead I created something new about my last year and some of the influences in my life, some that became part of a book and some inspired the energy that I believe is at the heart of my books-- all of them.
With 2013, I might try to come up with other ways to brand-- short of the cowboy method, of course.