No one's mentioned airflow.
Get within a range that's comfortable and then start adjusting the airflow. Less air will produce more flavor, more will give more cloud.
Less airflow could produce more heat as well, so keep that in mind.
Usually I'll start low on new build (unless it's identical) and move up a couple watts at a time. When I find where I wanna be I'll start reducing airflow, then adjust wattage again as needed for the flavor/cloud I want.
As all have said, it's up to you. What I like you may hate, and vice versa.
Above all, have fun.