Haha! Boy do I feel this! Nail / Head.
The way I found out my style so to speak, was to just look at my work as a whole. Like where did it learn more towards? During my free time, that I would just sit down and create stuff, what would it look like? Cereal boxes, movie posters, album covers, magazine spreads, grid layouts, etc… Ended up being digital/conceptual. High photoshop work with edgy looks attached too it. Thats what I feel most connected too with what I design. But its funny; as im typing this, im like nah, it’s something else! lol
For my portfolio site, and many others I came across here, the sites are essentially basic. Just a clean layout (think squarespace sites) and letting the work speak for itself. If the site is easy to browse through, that’s all that matters (including your work of course).
I learned not too long ago that posting a story about your work is a great idea and gives potential clients your process on your workflow. People enjoy that, especially clients. You can checkout mine for an example: alexanderfrankdesigns(DOT)com. It has helped people connect with me and the same would be for anyone else, I would assume. Point of sharing that, is many people just want to see what you are capable and if what you create will mesh well what what their vision is.
Overtime you’ll get a feel of the clients/work you enjoy doing vs. not doing and eventually you’ll figure it out. Its a process like everything else I think. But as Just-B said, for some ungodly reason, branding ourselves seems to be such a ridiculous task. Go figure. Keep us posted!