I am not into the idea of personal branding for educators for a lot of reasons. What I am into is educators telling our stories and the stories of others. I love the opportunity to share what amazing things my kids do, and sometimes I share the struggles we have as well.
The truth is, some of our stories get shared by others. We don't have control over what others choose to share (and I think that may be a good thing.) That doesn't mean we abdicate our responsibility to share our stories, or the stories of others that need to be shared as well.
Although many educators find awards distasteful, I argue that nominating educators who do good things is my way of giving them a public pat on the back. I share much of my life publicly, why shouldn't I share my appreciation publicly too? If you want to thank someone publicly, consider doing it with a Bammy nomination.