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I see this as being a lot like your elevator pitch. Think of your brand as what you would say if you got into an elevator and realized you were sharing it with Melinda Gates or Oprah Winfrey and she asked you about what kind of books you wrote. Hopefully you write more than just one.
Daniella
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exactly! Great point, Daniella!
People complain about Twitter bios being too short, yet I think it’s a perfect elevator pitch. If you can’t say what kind of books you write in 160 characters, you haven’t established your author branding yet.
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Thank you again, Rachel, for your insights. Your questions and posts have helped me focus my blog’s content. And get my SEO in order! I’m still wondering about whether I should try to publish a nonfiction book about what I’m “an expert in” versus a related-topic novel which I’m more interested in. Right now I give away free nonfic information in the hopes that those readers will crossover to my fiction when it’s time. We’ll see I guess. Thanks again.
Reply Why not do both?? The more you publish, the bigger your backlist, and the more readers will associate you as a trusted author delivering consistent content. You don’t have to charge much for these — 99c is fine (unless you want to charge more).
You can still give away free content on your site as well (e.g., create a free chapter as a gift for people who sign up for your newsletter).
It doesn’t have to be either/or. AKP: Always keep publishing. 🙂
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LOL, ya think?
I still get those questions almost every day. Honestly, sometimes a book takes on a life of its own and needs its own FB page, group, site, etc., (e.g., the Harry Potter books). Yet, how rare is that? And when is a phenomenon like that NOT associated with the author?
Honestly, people can do whatever they want. Personal branding is what it is and folks can do what they feel is best for them – if they want to manage and create content for 25 books, more power to them. 🙂 I certainly wouldn’t want to!
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Well said! Too many writers don’t realize how important it is to focus on their PERSONAL brand. Even if focusing your brand on a single series can be dangerous – after all, you might end up writing something completely different down the line.
Thanks for everything you do to help other authors!
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I have to admit I stumbled upon this blog site only recently. WHAT A GOLD MINE OF INFORMATION! Thus far my regret is that I didn’t discover it much, much sooner. I am a relative newbie writer, having self-published 4 books to date. Currently I’m working on my major project, an historical fiction that has been in the works for some 5-6 years. At the same time I’m having to reel in my imagination which has a habit of late of waking up about an hour before me and churning over ideas for more books.
The blogs I’m finding here are doing a terrific job of pointing me in the right direction when it comes to writing, marketing … everything. This one in particular seized my immediate attention. Who would’ve thunk it … self-branding is far more important than marketing the book! I LOVE IT!
Like the vast majority of writers, this is one topic we probably stumble over. I for one will be an avid reader of this site from this point on. SO MUCH TO LEARN!!
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Excellent article. I still think it’s difficult for fiction authors, but I’ll keep working on it.
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As a blogger writing book reviews while I work on two manusscripts, one a ficticous memoir on overcoming physical and mental abuse (ficticious to protect myself from the abusers suing me), and another about war, trauma, PTSD and God’s absence. Because I’m not yet a published author,my branding would be as a book reviewer now? And would one brand one’s self as a book reviewer? I’ve been working on a social media platform and website makeover, focusing on being a book reviewer and soon to be an author. I won’t lie, I become unsure and overwhelmed and during these times I do what I can to support authors I know. Donna
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Rachel, thanks for a terrific article. It expands on the #BookMarketingChat, and that’s extremely helpful for me. As we discussed, personal branding is a tricky assignment for someone like myself (writing both serious novels and sitcoms). The chat also helped because I learned that I’m not the only writer with this issue.
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Rachel,
I hear you on this “author branding” and different social media accounts for each book. Even some ostensibly famous/bestselling, traditionally published authors do it. The only ones who don’t do it: authors like Joyce Carol Oates, Stephen King, JK Rowling, etc. In fact, I like to point out to new authors who want multiple accounts for each book, which obviously dilutes their audience, that JK Rowling’s adult fiction didn’t become bestsellers until she stopped using the published pseudonym and her NY publishers announced that Rowling was, in fact, the author. Talk about Author Branding!
Alexandria
Interesting points, A. It’s always a challenge, once one’s brand is set, to step outside that box. I currently work with a famed Women’s Fiction author, who used to be known as a romance author (at the beginning of her career). She transitioned to Women’s Fiction over 10 years ago, but her diehard fans still want romance, and continue to ask her for more of that. Her books are about strong female characters and strong bonds between women. Even her covers have changed from frilly flowers and such to more modern looking abstract covers — many of her older fans are NOT happy.
Point is: being aware of our branding is great — it sets those expectations for our readers. Making changes to our brand can also piss them off LOL. Ultimately, we as writers and artists need to decide and make those subtle changes over time. Branding doesn’t have to be a box — it’s more about identifying who we are.
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Thank you for the article and links! I’m a co-author, so branding is doubly hard. Do we brand ourselves separately or together?
Reply You’re so welcome, Alex. Well, if you were my client, this is how I would recommend you do it: Brand the author, not the book.
Have your own author brand (you’re still you’re own person, and so is your co-author). Refer to one another in your bios and your book title as well. You can both have your co-authored book on everything you do (e.g., visuals), and create a marketing and social strategy so your POA (plan of action) is in line with one another for that one book (or more if it’s a series).
But you’re not Siamese twins. You will write other things, so will your co-author. You may love cats, he/she may love dogs. Point is, if you’re branding the author, not the book, it isn’t doubly hard. You only think it is.
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Hi Jessica — it does take a lot of thought. For multiple genres, it can be tricky. You can still brand you, the author, as long as you’re not using pen names. If you are using pen names, it’s a bit more work. In that case, I do recommend having social media channels for those brand names (though I still think it’s fine to have one website as a home for all of those works and pen names).
The ONLY time I recommend having an entirely different website is if you’re writing business books or something like hardcore erotica where you want to keep completely isolated from your regular author brand because the demographic is totally different. For example, I have two websites and two brands: Rachel Thompson, Author and BadRedhead Media — because my demographic for BadRedhead is other writers, publishers, etc., and for Rachel it’s survivors of childhood sexual abuse. The message and goals are completely different.
Hope that makes sense!
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Best post yet! I think I’m finally getting the message and beginning to weave my brand that connects me to what I write, what I’m passionate about and the natural connection to my books and my blog. Thank you – this was the ah ha, I get it moment!
Now if I could only master designing my website and my blog, life would be great!!
Zoe
Reply I’m so glad it all clicked, Zoe. Sometimes it just takes that one post or even a sentence. For me, having worked in marketing and sales for almost two decades, that part came fairly easy to me. Once I decided to blog and then write my own books was how to incorporate that into my own personal brand.
As for your website and blog: think along the same lines. Whatever your keywords and key phrases are, consider the image and visuals you want to represent you. For BadRedhead Media, I OBVIOUSLY wanted to have red. What colors would also go with that? Purple is a perfect opposing color, so that’s what I went with. It’s worth hiring a good graphic designer for your visuals who is well-versed in color theory. A web designer can help you with placing those elements — those TBH, with self-hosted wordpress.org, you can purchase an affordable theme and design something pretty awesome on your own. Do the research or go to the WordPress.org site.
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I really struggle with this. I know branding is important but I haven’t a clue how others see me or what keywords I should focus on. Great post–I’ll be checking out these resources to see if I can generate my own (clear) brand.
Reply Hi Dean — try the exercises I mention in the post. And ask yourself those questions: what do YOU find interesting? Share that. It’s not really that difficult. Do you enjoy a cooking? Share that. Do you enjoy dogs? Share dog stories. It’s all about letting people see the authentic YOU. 🙂
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Rachel, spot-on insights about branding. Whenever I see authors open new accounts for each book, I silently scream. “Brand the author, not the book” is something I learned from the very beginning. No one had to tell me that – it seemed to come naturally because I didn’t yet have a book. My “brand” is Heartfelt, Homespun Fiction. That’s the vein I’ve always written in.
I’m “down-home” and unpretentious, and not only do I reflect that personally, but so do my stories and the way I write.
I’m also a Christian so my belief system stems from my personal relationship with Christ. Also, though – to be clear – I’m fallible. Imperfect. Just “a beggar telling another beggar where I found bread.” I’m not pushy. I don’t have it all figured out. Nor am I a “holy-roller” or “it’s my way or the highway” kind of gal.
I have a heart for the underdog. In my previous career I championed the “cast-offs” of society. I believe God’s love is for ALL people, though, some would like to pick and choose what that means. (Does that make me a closet maverick??? Lol If so, I’ve just outed myself.)
So…as I write, THAT is what I hope I convey. 🙂 For the next few months while I’m on deadline, I *have* taken a blog hiatus while others guest-blog for me. I’ll be back in normal mode after August.
No need to toss me in the drawing for your fabulous books. (I have them and they are awesome.)
Thanks so much for all you do! I appreciate you. You have a “servant’s heart” and you’ve beautifully nailed your brand.
Reply Thank you for sharing your branding and vision, and for your kind words Cynthia! I love being connected with you. x
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This was a wake up call. Thank you. Sometimes one needs that ‘oh yeah, I remember that’. Not only does your post do that, but you help me understand branding in its most simplest terms.
Thank you
~Colleen Tews
Thank you, Colleen. It’s often the stripping down to the bare bones of who we are and what we do that we need to remind ourselves of, and then we can grow and build from there. x
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I could definitely use more help with branding. I have a wicked hard time with it because I do so much!
Reply I get that, Raiscara. It can feel overwhelming. It helps to start with the small exercises I mentioned and build up from there.
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I do struggle as my first book is kids fiction but the next one is corporate non-fiction. I worry my person brand could be confused!
Reply Hi Lexi — I do understand. I felt the same way when I decided to open my business — the branding and demographics are completely different. Ultimately, you need to make that decision: what do you want your corporate clients to know about you? Typically, it’s your expertise on a topic. What do you want parents (buys of kids fiction) to know about you? Typically, who you are as a person (as parents, we want to know that good people are writing stories for our kids, not psychopathic serial killers).
So in this instance, you may consider having two brand personas because your personal branding and demographics ARE very different. As a study, you can look at mine (linked in the post above) and see how very different my personas and author platforms are. I will be writing more on this in the weeks to come — my next business book (again, different branding and demographic!) is about personal/author branding and how easy it is to manage it all. Hope this helps you!
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Thank you, Jennifer! I appreciate your kind words and participation!
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The cycle of branding to marketing to selling is, IMO, very weakly understood across all industries and markets. So few businesses have even documented their sales cycle and too many employees have no idea how a company makes the money it does to pay the employee salaries. Books are no different. YOU are the writer. YOU are the creative spirit. Why wouldn’t your audience want to know you better? You are a 24 hour person, seven days a week. And you do not jut write 24/7. Share that. Explore that. Be an interesting person.
Reply Agreed, Tom. I saw this myself when I worked Big Pharma for 17 years (outside and inside). Sales doesn’t understand marketing, marketing doesn’t understand sales, advertising loves their shiny sales aids, but has no concept how to use them … it goes on.
When authors realize we are a business (and our royalties must be reported), it’s a wake-up call. 🙂 Thanks for your comments.
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I am a reader and a blogger, and I am in full agreement with your comments about author branding. I have seen social media for specific books or characters that become hard to keep up and are later abandoned by authors. I have read authors’ social media where I cannot find a post for their latest book (or sometimes any of their books) or I only find posts for their books with a buy request. Branding is so much bigger than a book or a request to purchase books. The branding message is very important and needs to be memorable. I enjoyed your SEO and Book Marketing ebooks that break it down and make both much easier to understand and do. Thanks for the giveaway too.
Reply Absolutely, Lisa. Branding is often mistaken for tactics — when an author can differentiate between the two, that’s a good learning moment. Thanks for your comments and support! x
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Rachel, thanks for sharing the fantastic post. I first utilized your 30 day marketing challenge about a year ago and it completely changed my business outlook. Before then, I didn’t know how to market myself and my books. Thanks for giving us the tools we need to navigate.
Reply Jennifer, thank you! That’s such amazing feedback!! Warms my heart to hear that. There’s so much info out there, it’s hard to know what works and what doesn’t. I give out so much FREE info in the book, too. Not everything has to cost thousands for us to market our work. That’s really the message I hope to convey — it’s work on our part, but it doesn’t have to be spendy.
Reply Thanks. I’m torn between one personal brand covering different genres, and separate brands.
There could be cross-over for the parents (buyers) of my kids fiction to one of my non-fiction books on an aspect of childcare. But then i’m also looking at co-writing a couple of cookbooks. So it quickly becomes a mess!
I do like the idea of my Amazon profile having lots of books under it rather than 1 here and another profile with 1 there.
So I’m thinking just one brand since there is no sensitivity (eg erotica) that could offend my younger readers if they happened to find out I had other books.
Also, I have a good following on Twitter already so really don’t want to rebuild that for a new brand..
I think I need your book!
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Excellent advice as always, Rachel. Branding is crucial for discovery. New writers need to start before their first book releases.
Reply Thank you, Sue. Fully agree — though many end up started AFTER and then can’t figure out why their books aren’t selling. So they drop links on Twitter and get angry when people tell them not to spam them. Just saw this happen today on Twitter in fact. Defiance instead of an attitude of learning — new writers will learn when they aren’t selling and can’t figure out why.
Reply Bought your 30 day plan – done all of first few chapters. Some great tips. It’s getting harder now tho!
Reply awesome, thank you, Lexi! There’s a lot to do to have a robust author platform, that is true. Remember, you don’t have to do it all in 30 days — take a break if you need to. And you can always ask me questions if needed. x
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Thanks, Rachel! I’ll give it some serious thought.This series has been amazing by the way. I don’t know what you eat for breakfast but you have an incredible amount of energy! Thank you. Cheers.
Reply Coffee and then more coffee lol. I’m pretty exhausted at this point, but branding gets me excited! And it’s the topic of my next book for writers (along with the Twitter 30-Day Book Marketing Challenge). So much to share — that’s what gets me excited! thanks for participating in #NaNoProMo, Karen!
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[…] platform is the focus of your marketing efforts. Rachel Thompson tells us why your author branding matters more than you think, Alexa Bigwarfe shares how to effectively grow your author platform, Jodee Blanco lays out how […]
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