I know what you mean about all the 'noise' and chatter. However, that's the sound of people making an emotional connection with your business (note I deliberately avoided saying site).
That emotional connection is the real meaning of branding for your company, which works over a very long (but sustainable) arc of time.
Too often we don't see the people - just a visitor that hopefully becomes a customer, maybe added to a ML later. Previously we treated them at arm's length, and they did the same to us. That human connection takes time, and is messy, but is the key to a strong brand, and not just a website.