Your work is stylish, rich, a bit abstract, prone to using blacks, whites and reds, and simultaneously having an interesting mixture of tension and friendliness. There are also consistent typographic themes running throughout. It’s really very sensitive and beautiful work.
I do, however, think you’ve focused almost exclusively on aesthetics while seemingly having downplayed or, at least, not making obvious the purpose or function of your work. If its purpose is style and beauty, fine. If they’re self-marketing pieces, I’m unsure potential clients or employers will see past that to a strategy that could be adapted to successfully meet their advertising and marketing needs. And when it comes right down to it, that’s every client’s first concern.
How to define it other than that, I don’t know. Does all your work look like it belongs together? Not necessarily, but it all has your fingerprints on it.
As a designer, though, why do you feel it’s important to develop a consistent style and deliberately cultivate a personal brand? Most every good designer evolves a certain look, but it’s not usually so deliberate and calculated. It’s just the natural consequence of the same person doing the work.
I suppose it depends on your objectives, though. If you’re trying to establish a niche that appeals to certain clients wanting that certain kind of look, great. Most designers, however, can’t be that picky and need to adapt their style to match whatever is most appropriate for the paying client or employer.
If I had one suggestion, it would be to concentrate a bit more on how your work and your style are relevant to your potential client’s needs. What’s in it for them?