Uh,i don't think IM said it tongue in cheek.
She really thinks it is a brand.
She put "Ohana Brand" in quotes, and she was clearly responding to Fortune888's post. I thought about including Fortune888's post in my reply above to provide context, but thought it might be overkill. I should have though, 'cause it clarifies Islandmele's response.
Anyway, my point wasn't really about whether she thought of her group as a "brand," but just that she never said "It's time to build the brand." She was just saying that it has taken time to build her group's reputation.