Blogger: Mary Keeley
Last week I blogged on identifying your unique brand, and we had a lively discussion. Picking up on that interaction, this week I’ll offer tips on establishing your unique brand once you have defined it clearly.
Some commenters expressed confusion regarding the terms brand and tagline, so let’s take Apple as an example to help clarify what is meant by an author’s brand and tag line. When we see the Apple logo, chances are images of all the Apple products parade across your mind, followed by awareness of Apple’s established reputation for consistent reliability, innovation, and grasp of forward trends and consumer needs and desires.
Your author Brand Is YOU.
Just as the Apple icon signifies everything about Apple products, visualize your image signifying everything about you and your books. That’s the purpose and goal of your author brand. There are three primary areas you need to master in order to establish successful brand recognition.
- Quality and relevance of your work. Not much needs to be added about this that hasn’t been said many times before on this blog. The highest quality of your writing is paramount in this competitive publishing climate. You can’t build a successful brand without great craft and content that people want to read…and continue reading.
- Emotional connection. The more your readers and potential readers are able to relate to you, the author, personally and establish an emotional connection with you, the faster your name will be recognized and your brand will be discovered and grow. People will desire to read your books when they feel they know you and like you. The tricky thing about this is to maintain an appropriate balance between personal sharing and maintaining a professional author image.
- Consistency EVERYWHERE. It’s imperative that you convey the same message repeatedly everywhere you have a presence. This includes your marketing plan on your proposals; throughout your social media; on your website and blog; in your marketing and publicity campaign and advertising; and in you personal appearances at book singings, radio, online, and print interviews. A little more about personal appearances: it is important to be approachable but at the same time present yourself as a professional representation of your works. This reinforces the quality and uniqueness of your brand. Going back to the Apple example, they reinforce their strong brand everywhere from the consistency of their products’ reliability and innovative products to the white packaging, power cords, and accessories, all with the Apple logo in the center.
Your Tagline describes your brand.
The purpose of your tagline is to point to what is unique about your brand within your genre in a few perfectly chosen words that potential readers will remember. For example, Apple has used several taglines over the years. The most common one is “Think different.” One of my favorites is “Beauty outside. Beast inside.” However, the Apple logo is included with every one of them for consistency. You can update your tagline, too, as you update the relevance of your books to the changes in culture and in the world, but your brand does not change.
What will you be thinking about over the holidays regarding identifying or establishing your author brand? What about an author’s brand or tagline still is unclear to you? Can you think of authors who have mastered these areas of branding and gone on to have successful careers?
Quality, Connection, and Consistency. Three areas to master for a successful author brand. Click to Tweet.
Author brand and tagline. Do you know the difference? Find out here. Click to Tweet.