Your brand encapsulates every piece of content you publish, every social media post you make, and even the feelings readers experience when they engage with your work.
Confused? Don’t be.
Let’s unpack the vital elements of author branding.
The Layers of Your Brand
Author branding isn’t just about the books you write; it’s a cocktail of elements.
Think of your genre, characters, and themes as your brand’s primary colours.
The tone, language, and style you use are the brushstrokes that bring those colours to life.
When people come across your brand, how do you want them to feel?
Your choice of colours, typography, and images should reflect this.
Whether it’s whimsical, dark, or comforting, the visual components must harmonise with your literary voice.
Authenticity vs Curated Authenticity
Being authentic is crucial, but some curation is often necessary.
For example, I adore music, travel, and history. I’m also intrigued by conspiracy theories and how they have permeated into mainstream politics.
However, I opt not to discuss conspiracies in public.
Why? Because my brand revolves around providing an escape from reality.
Along with talking about books and dragons, I also share elements like music, historical discoveries, and captivating locales—components that dovetail with my aim to offer escapism.
You define the boundaries of your brand.
For instance, although I’m legally blind, I rarely discuss it within the context of my author brand.
I choose what defines me in the eyes of my readership.
Knowing Your ‘Why’
Your brand isn’t a static concept—it’s an evolving narrative that you’re in control of.
To navigate this narrative successfully, you must be intentional about what you share and what you choose to leave out.
This goes back to knowing your ‘why’.
What are you trying to achieve with your brand?
The Avatar Effect: A Picture is Worth a Thousand Words
Never underestimate the power of a well-chosen avatar or author photo.
This is often the first interaction a reader has with you, and it should be consistent across all platforms.
Whether it’s the tone, mood, or even the lighting, everything should reflect your brand’s essence.
Mood Matters: Curate Content That Fits the Feeling
When you share anything, from blog posts to tweets, it should evoke the mood or feeling you want associated with your brand.
This isn’t just about the words you use; it’s also about the images, videos, or even music you share.
A romantic author might post candle-lit scenes, while a thriller writer could opt for darker, edgier content.
A Cautionary Tale: Brand Disconnect
I once observed an author who experienced a significant disconnect between her personal brand and her writing.
She was very active on TikTok, where her creative, quirky, and humorous videos went viral.
The catch? She wrote dystopian fantasy.
While her videos appealed to a vast audience, they were not the right audience for her books.
Her brand promised humour and whimsy, but her product delivered something entirely different.
It’s a perfect example of how a mismatch between your brand and your actual writing can fail to convert audience interest into sales.
She faced a dilemma: she could either change her brand to align with her dystopian themes or switch to writing genres that resonated with her existing audience, like romantic comedies.
The lesson here is that a large following is less valuable than a relevant following.
Pivot or Persevere? Knowing When to Change Course
Such experiences bring us to an important decision point: should you pivot your brand or persevere?
If the disconnect between your brand and your writing is too broad, a change might be in order.
However, be sure this is what you want in the long term, as frequent shifts can confuse your audience and dilute your brand.
To Align or Not to Align?
In the end, it all boils down to alignment.
Your author brand should be a harmonious blend of who you are, what you write, and what your readers expect.
While it’s tempting to ride the wave of viral fame or trends, always remember to ask: “Is this attracting the right audience for my books?”
Actionable Steps: Finding Your Personal Brand
Branding might sound like a complex labyrinth, but it doesn’t have to be.
Here are some actionable tips to help you pinpoint your unique author brand.
Create a Venn Diagram
One simple yet effective way to identify your brand is by using a Venn diagram.
Imagine one circle representing your entire life and interests, and another circle depicting your reader’s expectations or what they’re likely drawn to in your genre.
The overlapping space between these two circles?
That’s where your brand focus should lie.
Conduct Surveys or Polls
Another way to gauge your reader’s interests and expectations is through surveys or social media polls.
You can ask questions related to your genre, the themes in your books, or even about general interests.
The responses can offer you valuable insights into what your audience truly values.
Analyse Your Current Content
Go through your existing work—be it books, blogs, or social media posts.
What common themes or styles do you notice?
Your natural tendencies often give clues about your brand.
If you’re too close, team up with another author and look at each others’ various platforms.
Don’t underestimate the power of direct feedback from readers and other authors in your network.
Sometimes an outsider’s perspective can give you a clearer view of your own brand.
The Power of Consistency
Once you’ve identified your brand elements, consistency is key.
Whether it’s the tone of your social media posts or the themes of your books, the consistent application of these elements solidifies your brand in the reader’s mind.
Experiment, But Know When to Pivot
While consistency is vital, room for experimentation can lead to unexpected and enriching brand elements.
However, if something isn’t resonating with your audience, know when to pivot and refocus on what works.
The Long Game
Remember, your author brand isn’t a one-off project; it’s an ongoing process.
As you grow and evolve, so will your brand.
Keep revisiting, re-evaluating, and adjusting as needed.
So, What’s Your Brand Story?
Have you defined your author brand yet?
What elements are you incorporating and what are you intentionally leaving out? Let’s discuss!
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