Deciding whether or not to be a personal brand

I have a website that makes $ based on ads and sponsorships on the site. I feel pressure to build a personal brand, because of areas like Instagram where that is important and because my face is on things to people associate the brand with me. But, I think trying to figure out that stuff makes me feel confused and stuck. Whereas, I know what is working.

I think I’m struggling with knowing that I’m making money from a transactional thing – people coming to a website to get information (from Google), then they leave. I’m feeling that I need to make a brand that is more relatable and builds a relationship so people think of the brand as the starting point and keep coming back to it. The ladder focus feels more long-term brand recognition. But for some reason I don’t think it’s enough to have a website that makes money from traffic. That seems boring.