Blogger: Rachel Zurakowski
Location: Camping near Mt. Shasta, Calif.
Weather: Hot! In the 100s.
When an author has established a brand and has an audience, the author needs to work hard to stick with the brand for future projects. That way, he or she is able to keep building a following. Books, interviews, and speaking engagements all support and build the brand and audience. Likely, the first book written by an author is the one that is about the topic that touches and interests the author the most, so this is where the passion is strongest.
What happens when you want to write a book outside your brand? Unfortunately, the chances of its working for you are slim to none. Think back on the classics.
I can’t imagine that a Jane Austen legal thriller would have sold very well. It’s just not Jane Austen! I know that we’re currently putting zombies and vampires into stories of hers and they’re selling, but she’s not writing the books that way. I can only imagine what she would think if she knew about these new versions. I suspect the craziness of linking Jane Austen with a most unlikely subject is the reason they are selling.
When you write outside of your brand, you lose your initial audience. Your readers have grown to love what you write, but when they pick up a book by you, and it’s not what they expected to find, they won’t read it and might decide to quit reading books by you altogether. You might pick up a different audience if your new book is successful, but if you don’t stick with your brand, your marketing attention will be divided, and your initial audience will lose interest.
If you were to choose to write outside of your brand, the publishing houses would also be less likely to publish your book! If something is working well for you and sales are strong, the publishers will want to publish that type of book with you for an established audience.
Now, think about these familiar names. What is the first thing that comes to mind when you read the names?
Debbie Macomber
Stephen King
John Grisham
J.K. Rowling
I’m pretty sure that, as you thought of each of these names, the authors’ brand is what you thought about. Am I right? Feel free to share with us what each name brought to mind for you.
That’s the strength of branding! The author’s name alone can bring to mind the type of book he or she writes.
What other authors have a strong brand? Can you think of authors who are successful with more than one brand? What is (or will be) your brand?
The novel I’m trying to get representation for right now is commercial women’s fiction. A fun beach read. My WIP is also women’s fiction, but this one is a bit meatier, so I am concerned about the differences between the two, for the very reasons you mentioned. If I had to pick similarities, I’m writing about women in the midst of life changes.
In a way, it’s like an actor getting typecast and it can be very limiting. I’m curious to see what other readers have to say on this topic.
I did read P&P & Zombies and have to admit I enjoyed it. Though it would have been much more interesting if vampires were in it rather than zombies. Zombies aren’t very layered characters. All they care about is eating brains.
Jodi Picoult: women’s fiction with ethical issues
James Ellroy: hard-boiled with flawless dialogue
I hope to build a brand of “smart chick lit”… snappy writing and young urban female protagonists, but about much more important things than shopping.
And yet, my favorite Stephen King book is “On Writing”.
Super interesting post! I’ve always associated branding with non-fiction, but after reading your examples and considering my favorite authors (e.g. Elizabeth Peters, Lauren Willig, etc.) I see how prominent branding is in fiction. You think I would’ve figured this out after strolling through the Harry Potter section of FAO Schwartz… but no, the Hermione Granger mouse pads didn’t tip me off.
Now I understand why fiction authors assume pen names if they write in different genres.
I’ve read three of the four authors you have written above….And yeah, their names bring me an idea of what I’d get if I picked up one of their novels.
I’ve found Ted Dekker to be the same. When I think of him, I think of a certain level of book. Now, not all of his many books have done it for me (having a hard time getting through Adam) but, I pretty much know what to expect.
As I got to know Ted Dekker’s writing, I was surprised he’d done a YA Circle Series as well. Thought that was cool.
Great post!
I’ve really enjoyed these posts this week, Rachel. Thanks so much. You’ve made some super points.
Send some of that heat our way–we’re blanketed in fog–in August!
jane
Hi Rachel, thank you for giving me the opportunity to tell you what my brand is. It is quite a distinctive one, it stands out from the rest- but it seems no one wants to know is that because it is so “strange” and can’t pigeon hole it anywhere?
I write about the struggles and the mysteries involved in pursuing a religious vocation; before during and after they enter an Order, where the sensual is often the greatest hurdle to overcome. Naturally, I once entered an Order myself.
Julie Garwood began with historical novels and now is doing suspense contemporary. What if you began building a pen name on a different platform if you felt like changing brands way down the road? You could blog a while under that pen name until your stats get better and when you think the timing is right put out a contemporary while your real name is writing fantasy? What do you think?
I agree with Dawn that this is a bit of typecasting, but if it’s not broke don’t fix it, right?
Although it is a little scary to think ten years down the line to a place where I want to stop writing urban fantasy romance and switch to… Okay, I can’t think of anything because I LOVE UFRs (LOL), but that’s a hard pill to swallow, knowing I would be stuck.
Who am I kidding? My goal is to be stuck. 🙂 Fingers crossed that I get there.