I suspected something like this :) I come from a technical background too, but I think that not thinking in branding terms is very often a big weakness of us technical founders - one of the reasons why inferior products often have the upper hand. I'm also trying to make a business out of this realization, but I'm not there yet and for now I'll just try to sow the seed of doubt here.

By the by, I also think that a lot of what you suggest for direct response marketing also has branding effects - just think about educating people by email for free - so the two things aren't necessarily in contrast. And I don't think that there would be much to debate about the value of your personal brand here (meaning no offence - if you don't like the word brand, just substitute "reputation" to it!).