Author Branding
I am often asked how an individual can create a brand for themselves if they are an author?
Once you understand the basics of branding and how it relates to you as an author then you will be able to create your own personal brand. It is not that unlike the big corporations who set out to differentiate themselves via branding from the rest of the market.
If you can create a strong personal brand it will make it clear about who you are and what you are not.
A brand is your identity as an author and can be represented by your name, slogan, eBook titles or symbol. It is how people identify with you.
Your brand may trigger certain thoughts, feelings, perceptions, experiences, beliefs, attitudes, with your readers. The Harry Potter books and movies have turned into a global brand that their legions of fans know what to expect when they refer to Harry Potter.
Your "brand" is not necessarily about getting your target market for your niche topic or eBook to choose you over the competition. It is about getting your potential customers to see you as the only one that provides a solution to their problem. It is only your eBook that will satisfy their need.
To succeed in branding you must understand the needs and wants of your customers and prospects. You do this by integrating your brand strategies through every point of contact with your potential customers whether it is via social media, advertising or a press release.
To achieve your brand marketing goals it is important that you know your ideal customer. This requires conducting a market analysis and some in-depth research, which is what we cover in the next chapter. Once you know how to reach your ideal customer then you will be more confident in the steps it takes to connect with that audience.
When readers begin to see your name and become aware of the benefits and knowledge that you offer in your chosen field then they will begin to seek out your services and expertise. They will identify with your brand, which is YOU!
You will need to invest your time in researching, defining, and building your brand as an author. In a way; your brand is the source of a promise to your consumer. It's a foundation piece in your marketing communication and one you do not want to be without. It lets the reader know what they expect from you as an author with your work.
A strong brand for an author is essential and invaluable as the battle for customers intensifies with more and more eBooks coming on to the market. Your brand creates "User Loyalty" in that they know what they get with your eBook so for future eBooks you write they may just see your name as author and buy the eBook without reading through it.
Your title, slogan or logo is a symbol that can provide your customer with instant and powerful brand recognition of your work that you offer.
A strong branding strategy uses design to communicate a message that attracts the target audience that you want to attract - a message that creates confidence in your brand while differentiating between you and your competitors.
The Objectives That Your Brand as an Author Will Achieve Include:
1. Confirms your credibility within your area of expertise.
2. Build a solid reputation for you as an expert within your specific area of knowledge.
3. Connects your target readers emotionally.
4. Increase your notoriety and improve your perceived value in the marketplace.
5. Motivates your potential customer to become a buyer.
Your mission with branding is to portray the values and goals that you represent as an author. Make sure that these are clearly established before beginning the process of creating your brand such as a logo.
Be clear about the message you want your brand to convey so that your logo can clearly reflect that message. You must have a strong association between your brand and your logo. Remember it is only one piece of your branding strategy.
Your logo should reflect professionalism. You also need to make sure that the logo you select is not dated but can be used effectively year after year. A great example of this is McDonalds and Coke.
Their logos have survived generations. Keep in mind that your logo will be how consumers will recognise your business.
Your Brand:
1. You need to be different to fellow authors in your same category
2. You need to stand out
3. What is "Your" brand?
4. What are you trying to portray to your fans?
5. Check out authors in your genre that you like and respect
The title of your eBook could become a powerful brand. Take "Harry Potter" for example. This name has been created in to a powerful brand that is used to produce all types of profitable products.
Therefore, make sure you are happy with your title and don't be afraid to tweak or change it prior to launch if required. This is not recommended but is a better option than sticking to a title that doesn't meet the requirements to help sell your eBook.
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