Here is an interesting article from Andrea Fuentes Designs. Andrea attended one of the "Hello Etsy" conferences, where there was collective crafting (jealous!) and workshops.
You can go here to read her entire blog post. If you don't want to read the entire article, here is a summary:
Reflect - Make it about you. Answer these questions:
Why are you doing this?
What do you stand for?
Who do you want to stand with?
What do you project?
Who are you?
Why are you unique?
What is your essence?
Is it real?
Refine - Run with it.
Repeat - Be consistent. Drive your brand through everything.
These are things I know I have to work on. For example, my answer to the question "Who are you"? is "a housewife and stay at home mom." I should get cracking on these answers!