We’ll get together and laugh at authors who think branding is just coming up with a catchy tagline and a neat logo.
So what, exactly, is branding?
You may want to get comfortable, because this is gonna be a long one.
Way before we all were hypnotized by witty modern branding techniques, branding was used to identify livestock. Livestock owners would use a branding iron to permanently stamp their livestock with a recognizable symbol to indicate their ownership.
Branding, in that sense, was used to simply identify the product. Cow. Sheep. Goat.
It didn’t speak to the characteristics of the product–whether it was good, bad or okay. It simply stated what it was.
This practice is still used today with some creative businesses and brands.
Companies slap a product with a logo or make their employees wear their company logo and think their branding work is done. And for some companies, once you reach a certain level, it may be– as long as the product/service quality that’s associated with that logo is there.
Effective branding, for newbies, however, is much more than slapping on a label, a logo or a tagline. Yes, these can be important elements of your brand, but you gotta dig a bit deeper.
Branding is a very volatile recipe. It is an imperfect concoction of three basic elements:
-What you believe
-What you portray
-What other people believe
Each element wickedly influences the other by some esoteric algorithm that I can’t even begin to try to figure out, much less explain. But in laymen’s terms- because I’m a laymen’s terms kind of girl:
What you believe (about yourself) directly influences what you portray to the world, which directly influences what others believe about you or your product.
I put emphasis on the “what you believe (about yourself)” element because I think it’s an important part of effective branding. And an important part in running your creative business. If you don’t fully believe you are an author of mind-bending erotic thrillers, chances are, if you’re trying to brand yourself that way, it won’t work effectively.
This may seem very frou-frou, but it’s important. And we actively embrace the frou-frou here.
Now, this branding concoction is spiced by things like: the elements with which you use to brand yourself (your logo, your communication avenues, your products, etc.); brands with which you associate yourself; and other things which can either work to sweeten or bitter your brand.
To some extent, you only have control over two of the basic three elements mentioned above: what you believe and what you portray.
I’m still beta-testing my mind-control ray, so I can’t do much about what others believe about you right now. Sorry.
What you portray to the world shapes your brand awareness.
Brand awareness is just that; a reader’s ability to recognize or recall your brand when given cues.
“Hey, who should I read if I want children’s fiction with an ancient Greek mythology influence?” Probably this guy.
What you portray to the world and what other’s think about you creates your brand equity.
Brand equity is your street cred. You have to earn it, homey. It’s the characteristics of your brand created from marketing, products and consistency- or in some cases, inconsistency.
Brand equity can be positive or negative.
Why is branding important to authors?
I guess the real question is why is positive brand equity important to authors.
Well, do you want to sell books? I mean, really sell books?
Brand equity is the thing that tells me to buy one author’s book over another, because “Author A” has a track-record and reputation for delivering awesome books.
Brand equity is also the thing that tells me NOT to spend my hard-earned dough on “Author B” because they leave a million plot holes open.
They aren’t hitting the best-seller list because they are amazing writers.
OK, OK, so they may be amazing writers and they have to deliver books at a certain quality level each time, but, at this point in their careers, a lot of that “bestseller juice” is because they maintain a positive brand equity.
Their brand equity helps them sale.
Their brand equity tells people: “Buy every book in this series, because, who are you kidding, it’s Sabrina Jeffries, she’s going to be a good read.”
Now, they had to BUILD this brand equity with consistency in marketing and product. Let’s not forget that, people.
Let’s look at a couple more author brands.
Now, I’m a fictionista, so I apologize to any non-fiction fans.
John Grisham is a #1 New York Times Bestseller of modern legal thrillers.
Nora Roberts is a #1 New York Times Bestseller of contemporary romantic fiction.
J. K. Rowling is a #1 New York Times Bestseller of children’s fiction.
These statements alone hold a lot of brand equity. Why do you think authors are so quick to stamp a bestseller label on their books as soon as they make a list?
Because it’s validation for their brands. By associating themselves with the New York Times list it says “Hey, look. I must be better than the book I’m sitting next to on the shelf that DOESN’T have this label.”
Both J. K. Rowling and John Grisham write within one genre and dominate those genres. Their branding can be credited to consistency in books and affiliated projects (movies, toys, etc.)
Nora Roberts also writes suspense under the name J.D. Robb. It wasn’t until she’d published a dozen books under the name did her publisher publicly confirm J.D. Robb was Nora Roberts.
Could she have written her suspense books under the name Nora Roberts? Sure.
Would that have permanently damaged her brand? *slow shrug* I don’t know. What do you think?
Would she have had fans complaining that the suspense books “just weren’t the Nora they were used to”- despite any outrageously expensive marketing tactics used to distinguish the two genres? Yes. Because at Nora’s point in her career, her brand equity is all wrapped up into two words: “Nora Roberts”
People buy the name, because the name equals “classic contemporary romantic fiction.”
So what does this mean for you?
Chances are you aren’t a New York Times Bestseller with movie deals and hoards of adoring fans who will show up at midnight to watch the premiere of your newest book-to-film project.
And that’s OK, I’m not either, but branding is still important to you, right? Right.
Branding says “Hey, potential reader, this is what I’m about. This is why you should buy my book.”
The above authors are lofty examples to show you what proper branding can (eventually) do for you.
Just to beat a dead horse*, I’ll reiterate this point: You don’t brand yourself with one project. Consistency is the key.
People want to see you deliver over and over again. You gotta gain their trust before you can build brand equity.
Starbucks wouldn’t be the brand it is today if it only made one cup of extra amazing, crack-like, coffee.
How can you possibly brand yourself as “the next Robert Jordan” with one manuscript under your belt? But it’s great you have that aspiration.
Now that you have an overview of what branding is, maybe you’re asking: how do I brand myself?
Tomorrow’s lesson can help:
“target your brand. p.s. don’t use a shotgun.”
In this post we will teach you how to create a targeted author brand. We’ll get all frou-frou and help you create a branding roadmap to take you from the unbranded flub you are now to a branding diva, or whatever the masculine equivalent of diva is- I’m thinking pimp, maybe?
Sign up for my blogfeed to get the lesson delivered to your inbox. At the end of the week, subscribers will get access to a handy, dandy eBook of all the materials from the Author Branding Bootcamp, so sign up today.
Have a specific question about branding you want answered this week? Feel free to leave a comment or you can ping the content minions at henchmen (*at*) creativityloft.com.
DON’T FORGET: At the end of the week we’ll pick one lucky author from our visitor/subscriber pool to do a case study on.
Subscribe to the blogfeed or comment (be sure to leave your author website information) by Wednesday, December 1 to be considered!
*-No horses were harmed in the making of this post.