Trying Something New vs. Branding

This is a subject I haven't worked out for myself yet, but I've been thinking about it.

There are definitely some authors that, when you say their name, you get an image of a particular kind of book.

Stephen King.

Nora Roberts.

J.K. Rowling.

To a much lesser degree (and I think this mainly refers to genre writers), you have midlist authors who get associated with a particular genre and writing style. If the author has done their job promoting themselves and their books and creating a b...