Hey Stephen! Personally I think that having even a basic understanding of Branding can help any filmmaker promote his/her style of filmmaking and body of work in a much more effective way.
With social media making everything more accessible it can become increasingly difficult to stand out.
Even if you have great work, there are many out there that are better. I think this is where knowing how to label yourself as an artist and knowing what you are about and what you want to communicate through your art can help a content creator reach more people.
I do agree with you, it can get in the way of creativity sometimes but that is where, depending on the type of career path you have chosen, you would need to find the right balance that avoids deterring you from feeling inspired.