Here are Ten Values of a Winning Personal Brand.
To start things off, it’s hard to find anyone better than Neill Archer Roan when it comes to branding and the arts. Check out his blog. Here’s a post about what to think about Before You Brand
From Copyblogger: 125 Tips for Building an Irresistible Brand
This really great post from Jonathan Fields called How Marketing Kills Innovation really covers the issue of how if your product (art/programming) is innovative it requires less marketing.