I often use the screen name lathama everywhere and it is based off of my last name and first initial of my first name. Recently I have used my full name of Andrew Latham more and more often. Setting up accounts and managing the mess is not fun at times. I did fix one issue where an old lathama account on Youtube.com kept me from using the name. But with the new full name usage I have things that match up better...
Yes branding is important to me. I care about naming conventions and consistent usage.