Building Your Author Brand
By Mary Kole
Mary Kole is a former literary agent, freelance editor, writing teacher, author of Writing Irresistible Kidlit, and IP developer for major publishers, with over a decade in the publishing industry.
As aspiring writers, we often believe that creative writing is all about the art of storytelling. And while this may be true, building a successful writing career requires more than just having a good story to tell and writing well. In today's crowded publishing market, it's essential for authors to establish a unique author brand that speaks to their target audience. More and more, authors are expected to do the lion’s share of their book marketing, which can come as an unwelcome surprise down the line. So you should be prepared. But how exactly can we create an effective author brand? In this article, I’ll explore the key ingredients of an author brand, the importance of branding to connect with readers, and marketing tips for building your readership.
What Is an Author Brand?
Before I delve into the nuances of developing an author brand, let's establish what I mean by the term. Put simply, an author brand is the impression that readers have about an author and their work, just like a cosmetics or clothing brand has a specific vibe or target audience. Your brand should reflect who you are as an author, your writing style, voice, and genre. You might find that you can use a pen name and make another author brand if you want to write different genres or categories, but for now, focus on your first. Elements that contribute to your brand include your author name, your book titles and book covers, your author website, and any social media presence.
Why Is an Author Brand Critical?
An effective author brand is not just about creating a memorable name and a cute visual brand, it's also about building a connection with readers. When readers connect with your brand, they are more likely to become loyal fans of your work. Your brand should convey what readers can expect from your writing and what makes your storytelling unique. The goal is to evoke an emotion or feeling that will engender a relationship with your readership that goes beyond just enjoying one book. Ideally, you are building an entire writing career, and the author brand is the foundation it rests on (aside from your writing skills, of course).
Marketing Your Author Brand
Once you've established your author brand, the next step is to market your work. This is where authors often struggle, especially if they're introverted or feel uncomfortable with "selling" themselves. But remember that it's not about pushing your work onto an audience. Rather, it's about letting readers know what you offer and why they should care. Effective marketing strategies include creating a website, building a social media presence, attending writing events, and collaborating with other authors, like with a social media takeover or newsletter swap.
Differentiating Your Author Brand
In a crowded market, it's easy to get lost in the noise. This is why it's essential to differentiate your brand from the many other author brands out there. This means highlighting the unique elements of your writing (and yourself!) that sets you apart. But don't fall into the trap of overpromising or trying to be someone you're not. Authenticity is key, and readers will be turned off if they feel misled or deceived. You don’t have to share everything about yourself, either, especially if you’re a private person. Only do what you’re comfortable with, but the point is to do something consistently.
Building your author brand is a challenge, but it's one that you must commit to if you want to build a successful writing career. The most crucial-first step is to establish a clear understanding of what your author brand is and what you want to communicate through it. By focusing on the key elements of branding, marketing, differentiation, and authenticity, you can develop an effective author brand that will connect with your audience, build your readership, and help you stand out in a crowded market. Remember, creating an author brand, just like writing, is a journey, not a destination, and you will discover your voice and confidence through the process. The biggest challenge is getting started!
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