Personal branding versus content

Dawn Foster recently looked at the interesting topic of focusing too much personal online branding. She states that while online branding is important, don't overlook the importance of the content provided on the website. She uses several sources such as blogs and Twitter, and has never had personal branding as a focus. She suggests that a strong base of content can change views on the importance of personal branding. What do you think? What have you focused on when you've begun to build your brand online?