It was not! If you look in my history you'll see I talk about my experience starting a consulting company. I had a personal website and brand at the same time, and it was probably a huge waste of time. I never appreciated the engagement I got on comments on blog posts, wouldn't say it brought any new clients, and don't really have anything positive to say other than it was nice owning a domain with my full name.
As I've gotten older, i've come to terms with the fact that's there is really 2 solid ways of earning great money - leet code (yuck but it does the trick) or start a consulting business and build out referrals, most startups aren't worth the time