There are a lot of questions about how marketing and branding are different and how they are the same. In this two or three part blog series, I’ll explore what branding and marketing are, and how they work together.
What is branding?
What do you think when you think of a brand? Sometimes you think of a logo right away.
The Nike swoosh.
The golden arches of McDonald’s.
Verizon’s red check mark that looks like a V.
But brand is just more than a cute logo. What do you think of when you think of Starbucks? Pumpkin spice lattes. Fairtrade coffee. Maybe sensitivity training after that one barista called the cops on those two black men who hadn’t gotten around to ordering coffee yet because they were waiting for a friend.
As a business, when people see your logo, or think of your brand, you want them to think about good things. Pumpkin spice lattes. Good. Fairtrade coffee. Good. Racist employees. Not good.
McDonald’s has yummy fries. Cheeseburgers. Heart attacks and obesity. Shake machines that never work. Probably every big-named brand will have some things that will mar their reputation.
As a person, you have a brand whether you realize it or not. As an employee, are you dependable? A team player? The person your boss knows will stay late? Or are you a slacker? No one wants to work with you on projects because your coworkers know you won’t pull your weight.
You have a brand as a friend. Are you always late? Maybe it’s so bad your friends tell you a different time than when they show up because they’re tired of waiting for you. You have a brand as a bad friend. Or maybe you always buy the drinks when you go out for dinner. Good friend. Good brand.
These brands associated with you take years to cultivate, years of the same behavior. That’s why creating a brand as an author is difficult and confusing. It takes years.
It’s also why thinking about your brand when you are just starting out is important, because once people start to think of you in a certain way, it’s hard to change their minds.
What do you want your readers to think of you in relation as an author?
You don’t want people to hear your name and have bad thoughts associated with you and your author brand or books.
Examples of bad things people can associate with your brand (YOU):
- She fights with people who leave poor reviews
- He doesn’t put out books in a timely fashion. She makes her readers wait.
- Her books are full of typos
- She’s not friendly or supportive of other authors in her genre
- She complains a lot online. ie, she’s a whiner
- He doesn’t seem friendly, and fans are hesitant to reach out
The way you are perceived by people who pick up details about you, as an author, is your brand.
If you don’t believe me, think of some big-time authors:
His brand is horror. Other things I think of when I hear his name: He hates Trump. He got hit by a truck and almost died. He probably didn’t intend the latter, but I read about it in his book, On Writing. The former wouldn’t surprise him—his tweets are full of disgust for our President.
Contemporary Romance Author
Maybe you think of her pen name, JD Robb
Prolific. She always has a new book out. And it’s always a bestseller, too.
I’ve read a lot of her books, and I know she loves Ireland. Lots of her books are set there. It’s part of her brand to me.
Harry Potter, naturally
Maybe you think of the Harry Potter theme park. Maybe you’ve been there.
Twilight fan fiction
Her brand is less than favorable. Be it jealousy, or whatever else, maybe the way she behaves in interviews, rumors of the way she acted on the set of the 50 Shades movies, no one likes her. She’d have to hire a good public relations firm to fix her reputation–if she cared what you thought.
You really don’t want people hearing your name and thinking “bitch” or “asshole.” No matter what area of your life you’re talking about.
First and foremost, write good books. Your brand won’t matter if your product sucks. You’ll have a great brand with nothing to sell.
Be friendly online. Be professional. It won’t take much for people to associate you with being a nice person—if you really truly are a nice person. Help people. Stay away from drama. Don’t interact with trolls. Don’t defend yourself and your books if someone gives you a one-star review.
Maybe look at creating a logo. Some authors’ trademark is simply having their names look the same on all their books. I suck at this because I have fun designing my own covers. But that’s a conscious choice I make whenever I release a book.
Maybe my imprint will catch on. I could make a different logo with a free logo maker, but I don’t want to give people too much to remember.
When people hear my name I want people to think Contemporary Romance. Well-written books. Happy endings. Friendly, cheerful. Awesome blogger. Maybe people will think about my cats because I post pictures of them on Instagram from time to time. These are all good things.
That is author brand. It takes time to build. You have to start slow and you have to do it right.
That’s why publishing just an “okay” book your first time out is a bad idea. That “okay” book may not be enough to impress your readers and they won’t give you another chance.
Wow them from the get-go. In every aspect!
You never get a second chance to make a first impression.
And if you have to turn your brand around, that makes the marketing part of it that much harder and difficult for you.
This blog post is already close to 1,000 words, so we’ll visit Marketing in the next post, and talk a little bit about how to combine Brand and Marketing!
See you next time!