You don’t build a brand once. Brand building is a life-long exercise that kicks off immediately after you have defined and designed your identity. Most people don’t even bother to define before designing, and after designing, they often think that is all there is to do. This is why many brands fail woefully.
Should you care about the opinions people have about you? Does it really matter? If “YES,” how then do you draw the line between caring about what people think/say and becoming a slave to people’s mixed opinions?