But, regardless of branding if you're expecting a novel and you get a novella you will be pissed.
If the branding is done well, this won't be a problem. They'll know if it's a novella or novelette, short novel or epic, stand alone, a part of a series, serial, whatever. The most important objective of branding is to communicate a base line of expectations that the reader can consistently rely upon. They won't follow us down the rabbit hole unless they trust us, which, of course, is why everything right up through page 1 is so incredibly important.
Interesting viewpoint!
If your readers are expecting short stories, then yes I'm sure it works. My point you quoted above was for many, like me, if I'm downloading books and there's no obvious indicator that it's only a short read, I would be annoyed to then find it was. A good example was when I went to look more closely at yours a year, or so ago and only by chance noticed the book-length just prior to pressing the 'buy' button. There was no difference in the description or cover to indicate a short read. I now take the time to scroll down below the fold to check the book length every time, unless it's an author I know.
I understand what you're saying and it's an ongoing concern for publishers, especially for those of us who like writing serialized fiction because, while we want to clearly communicate what the book is, we don't want to alienate anyone either. Since you brought them up, we can use my books as an example - even though my branding still needs a lot of work.
1) To begin with, they are, in fact, novels, not short reads.
2) The genre is clearly indicated in the blurb as YA, which trends shorter.
3) I also tag them as a serialized story, complete with reading order. Serialized fiction also trends shorter.
4) The blurb indicates a tight, character-centric story, rather than a tale of sweeping plot. Character stories also tend to be shorter.
5) Lastly, I rely on some measure of intertextualization, that is, readers of my genre will take the above information and unconsciously make inferences based upon all of the other YA post-apocalyptic stories they've read.
Taken together, the average reader will assume this is a shorter novel rather than a longer one.
6) And this only applies to Book 1, once they're in, they know what to expect moving forward.
7) Also, Tim is right, most platforms provide a page count, and then we also have reviews, as well, to fill in the blanks, which is still part of our branding.
And then...
Write what it takes to do the job well and your readers won't give a monkey's...*snip*
If, in addition to all of the above, we deliver a reasonably consistent and satisfying experience that our audience can rely upon, the average reader (our fans) will be happy about the whole thing and the individual book length won't be an issue. And by no means am I saying that I have succeeded on this point - all I can do is put the work in and try.