Author Branding: Three Questions You Need to Answer

Thanks to the internet, cell phone texts and notifications, social media, email marketing and more, people are exposed to an insane amount of messaging “noise” on a daily—even hourly!—basis.

That means If someone can’t quickly identity what you are about as an author and what offer, you can lose the opportunity to reach them today (and maybe forever).

By defining your author brand, however, you can help people quickly pick you out of the multitude of choices by making it easier for them to figure out who you are and what you offer.

Now, before you say to yourself, “Great, one more thing I need to learn,” I have good news for you.

This isn’t rocket science. It takes time, and intentionality, but you can do this. And I’m going to make it easier for you by giving you three questions you can ask yourself that can simplify the process:

1. What do I want readers to think of when they hear my name?

Some authors and companies ooze their brand the moment you hear their names:

• Mark Twain = Humor with a bit(e) of social commentary
• Stephen King = Horror
• M&Ms = Delicious goodness that melts in your mouth, not in your hands
• Apple = Coolness and innovation
• Kentucky Fried Chicken = Chicken that’s finger lickin’ good
• Allstate = You’re in good hands
• Maxwell House = Good to the last drop
• Nike = An active lifestyle

When we think of Nike, we immediately think “Just do it.” Nike doesn’t promise customers shoes. They promise to remove the last obstacle to a more active lifestyle.

In fact, when you look at most brands, what we think of when we hear their name isn’t so much about the company, but about their promise to us.

All the brands I just mentioned have built their reputations on promising (and delivering) something to the reader, from goosebumps to physical activity.

Now it’s your turn.

What image or phrase do you want to come to readers’ minds when they hear your name? What are you promising them?

When authors hear the name “Illumify,” we want them to think, “Books that look, feel, and read like traditional releases.”

We’re also honing in on two other ideas: “transcendent books” and “collaborative publishing,” which you’ll be hearing about in future posts.

2. How can I make it happen?

Maybe you know what you want to promise them, but you’re not doing it quite yet. That’s okay. You can start doing it now.

What do you need to do to make your promise true?

One of the best resources to communicate your brand promise is word-of-mouth. What do you need to do to WOW your current readers to the point that they tell their friends about you?

The ease of publishing today makes it tempting to throw your books up on the internet before they’re ready to deliver your best to your readers.

One of the best ways you can deliver on what you intend on promising to your readers is to work with a team of professionals to make sure your books are the best they can be.

Book coaches and editors, cover designers, copyeditors, typesetters, professional copywriters to create your book description and back cover copy are some of the people you’ll need on your team.

3. How can I consistently communicate this is true?

When working on their “brand,” many people choose a logo and “brand colors” and display them everywhere. I’m not saying that logos and brand colors can’t play a role, but they aren’t at the heart of your author brand.

Here’s what you need to know: A brand is a consistent promise to current and potential readers about what’s in store for them when they interact with you.

If a logo helps you do that, great. If recognizable brand colors help you do that, wonderful. Below are some ways you can communicate your promise—if done with consistency:

• Writing style
• Content marketing
• Testimonials
• Interactions with your readers

Whatever you are creating—books, social media content, advertising, speeches—do it with your brand in mind. Use every communication to promise and deliver delightful things to your readers, and they’ll follow you anywhere.

Not only do we have a team of professionals who can help you produce a book that’s the best it can be, but we also offer book promotion coaching.