Your brand integrity depends on knowing 1) who you are and 2) who people say you are and 3) matching those two things together.
Once you've matched those, your branding can begin to divide the best clients from the ones who aren't really a fit for you. You don't have to take on everyone that walks through your virtual doors. In fact, it's best you don't.
And your marketing and branding can help you do that.
The more your marketing does the dividing for you, the quicker your best clients will come to you and everyone else will fade away.