{"id":1100,"date":"2019-12-24T20:35:39","date_gmt":"2019-12-24T20:35:39","guid":{"rendered":"https:\/\/refiction.com\/?p=1100"},"modified":"2022-05-30T15:41:18","modified_gmt":"2022-05-30T15:41:18","slug":"author-branding-101","status":"publish","type":"articles","link":"https:\/\/refiction.com\/articles\/author-branding-101","title":{"rendered":"Author Branding 101: What, Why, and How"},"content":{"rendered":"

Branding is one of those words we all use, often without being quite sure what it really means. Here, we\u2019ll learn more about the concept of author branding and how it applies to a developing professional writer.\u00a0\u00a0<\/strong><\/p>\n

It is tempting to think of \u201cbrand\u201d as one of those made-up, nebulous words that marketers love so much. Except,\u00a0Forbes<\/a>\u00a0values the world\u2019s most valuable brand (Apple, in case you\u2019re wondering) at $205.5 billion, which is a lot of cash for something we think doesn\u2019t technically mean anything.<\/p>\n

Why, then, is a brand worth so much? Well, a brand is like a mental shortcut for consumers. When I consider purchasing a product from a company I recognize, a range of mental associations automatically kick in, which, if they\u2019re positive ones, make it easy for me to make a choice without having to think too hard about it. I know what that name stands for \u2013 quality, taste, style, affordability, whatever \u2013 and so I can buy the brand name item with confidence. This is such a useful method for us that we\u2019re usually prepared to pay a premium for our preferred brands, even when, as blind tests often show, there may be very little difference between the household name and its lesser-known, cheaper rival.<\/p>\n

The other day, for example, I needed to buy a saw. I was in a hurry, so I went online and started browsing. I quickly came across something that generally fitted the bill and saw that it was made by Spear & Jackson. Now, I know very little about tools, but I think of this brand as a reliable one. The price was affordable, too, so I went ahead and bought the saw based on its brand. There may well have been other, better tools out there \u2013 some that would last longer, were made better, or even some that were cheaper. But I didn\u2019t have the time or inclination to do comparative research. I saw a name I knew and trusted, and took the easy route.<\/p>\n

A similar scenario: while looking for a gripping and suspenseful read at an airport bookstore, something to tide me over on a long flight, I might go for the Stephen King novel rather than the Algernon Pumpernickel. The latter\u2019s book looks clever and original, but he\u2019s unknown to me (especially as I\u2019ve just made him up!). The former, on the other hand, is a name I can trust. King\u2019s books have been made into loads of films, they are highly celebrated, and his public persona appeals to me. Also, everyone else likes him \u2013 why shouldn\u2019t I give his work a shot?<\/p>\n

A brand, then, is a shortcut, a reputation, a promise. When I pick up a Stephen King book, I don\u2019t have to wonder whether it\u2019ll be any good or not. We all know what Stephen King stands for as a writer, and the very name promises readers a certain experience that even a book that I have barely even glanced at can be expected to deliver.<\/p>\n

We might not realize it, but years of hard work and thousands of marketing dollars have gone into making those purchasing decisions so easy for me. That\u2019s because another important aspect of an item\u2019s branding is its\u00a0reach<\/em>. A brand name is just arbitrary if no one recognizes it, so marketing to a target audience is an intrinsic aspect of brand building. In anything from sports sponsorships to billboards to Facebook promotions, big brands work tirelessly \u2013 and pay big money \u2013 to keep their names at the front of your mind.<\/p>\n

You may have heard of phrases like \u201cbrand safety,\u201d \u201cbrand management,\u201d and \u201cbrand reputation.\u201d When a company has built up a string of positive associations with its products and deeply embedded those in the consumer mindset \u2013 think, for instance, of how we automatically talk of \u201cgoogling\u201d things, or how we tend to order \u201ca Coke\u201d rather than \u201ca soda\u201d \u2013 maintaining that reputation becomes a vital task. Corrupt execs, product recalls, poor service: there are all sorts of things that can harm a brand. And, they\u2019re all important reminders that a brand doesn\u2019t belong to its owner, per se; it belongs to its consumers.<\/p>\n

A business will have all sorts of brand guidelines to control everything from the tone of voice its communications use to logos and trademarks to a preferred photography style. But what a business wants to be seen as and what people really see can be two very different things. What Donald Trump or Facebook or Martha Stewart might say their brands are might be different from your opinion, for example. And of course, the perception of that brand can change significantly over time.\u00a0\u00a0<\/strong><\/p>\n

Building an Author\u2019s Brand: 5 Essential Steps<\/h2>\n

How can we apply these ideas to a writer trying to establish their work and grow a following? Here are a few pointers.<\/p>\n

Develop a Brand Positioning Statement<\/h3>\n

Think about how you want potential readers to see you and your work. This is no time for false modesty! A few made-up examples:<\/p>\n