I agree it would turn me off if a student was trying too hard, which is why it is so important to show your true authentic self WHILE also showcasing your passions. I guess brand might not be the best word to use.
I still think that it would be best to structure your application so it highlights what you are good at while still allowing your personality to show true. You should have a application that has no focus whatsoever, but at the same time, you shouldn’t have a application that is too “fake”. There is a balance that has to be made.