Brand Spotlight: A How-To Guide for Building a Strong and Consistent Author Image
Understanding your author brand can feel like a daunting task. Is your overall message clear? Do your readers know what to expect when they pick up your book? These are the questions that drive the idea of a “Brand Spotlight.” Whether you’re just starting or need to ensure consistency, a focus on your brand can make a difference in marketing your work and connecting with your audience.
What Is a Brand?
A brand is simply a promise. It’s what you consistently deliver to your audience. Think about it as what makes you instantly recognizable. For example, consider Tupperware vs. Rubbermaid. Tupperware is reliable, iconic, and keeps its promises, while Rubbermaid might work but doesn’t always hold up in the freezer. Which one would you trust when durability matters?
As an author, your brand is what readers expect from your stories. If you write clean, sweet romances, your readers are counting on no explicit content, minimal emotional baggage, and a guaranteed happily-ever-after. Take note: consistency is everything. Straying breaks trust. It confuses readers and can even hurt your marketing efforts.
Why Does Author Branding Matter?
Readers like to know what they’re getting. If you’re showing them hamburgers on social media and delivering pancakes in your books, they’ll feel lied to. It’s not about one being better than the other—it’s about picking a lane and sticking to it.
Still skeptical? Think about IHOP’s (failed) attempt to market itself as IHOB—the International House of Burgers. It didn’t work because IHOP had already built its reputation on pancakes. Readers expect you to stick to your brand too.
If you dabble in different types of writing, create separate brands or pen names. For instance, if you write young adult sweet romance under one name, don’t suddenly publish a dark Mafia romance under the same banner. It’s like offering a cozy Hallmark movie alongside a gritty crime drama—it doesn’t fit.
What We Look for in a Brand Spotlight
So, when we do a “Brand Spotlight,” consistency is key. Your message must match across platforms, genres, and marketing materials. Here’s what we focus on:
- Clarity: What do you write, and is your promise evident? For example, if you market a shifter romance but don’t include any shifters, you’re breaking an expectation.
- Audience Matching: Are you reaching the right readers? If you’re writing Christian space opera fantasy, your audience isn’t the same as those looking for urban fantasy erotica.
- Consistency: From book covers to social media to blurbs, readers should instantly know what they’re getting.
Genre Hopping: Can It Work?
Genre hopping is tricky. While it’s not impossible, it rarely works under one pen name. Readers need to know what to associate with your name. For example, if you write apocalyptic thrillers and sweet Western romances under the same name, readers will struggle to trust what you’re offering.
Subgenres, on the other hand, can sometimes work under a single name. Let’s say you write fantasy romance. Whether it’s a whimsical urban fantasy or an epic adventure, as long as the core theme remains, readers are more likely to stick around.
For everything else, split the focus. Create separate pen names—for instance, Mandy Stevens for women’s fiction and M. Stevens for edgy thrillers. It’s a small adjustment that helps readers follow the type of stories they love from you.
The Importance of Packaging
Packaging your product right is everything. Think of your book as a gift for your readers. Wrapping it in a Walmart bag won’t cut it.
Your cover design speaks volumes. A sweet Western romance should look like one. If your covers scream erotica when your actual book is clean, you’ll confuse and disappoint readers. If people pick up your book expecting one thing and get something else, they’re less likely to trust your work again.
Work with a cover designer who understands the genre and market trends. A great designer will research the category standards and find ways to help your book look its best while standing out. Be honest about the tropes and audience you’re targeting to ensure they nail the design.
Maximizing Marketing Efforts
To avoid wasting time and money on marketing, always know who your readers are. This means:
- Understand Your Core Audience: Write to their expectations.
- Package Appropriately: Match your genre’s cover and branding conventions.
- Target the Right Readers: Don’t cast too wide a net. Tailor your ads, blurbs, and engagements for the people you want to reach.
Think of it like bringing a dish to an event. You wouldn’t show up at a buffet with a picnic basket or take a holiday roast to a casual potluck. Tailor your marketing and messaging for the right “event”—aka your audience.
Ready for Your Brand Spotlight?
If you’re unsure about your branding, a Brand Spotlight review can help. It’s a judgment-free way to get clarity and make your marketing more effective. Whether you’re confident in your packaging or need a complete overhaul, stepping back and assessing your brand ensures you’re meeting the promises you’ve made to your readers.
For those a little shy about public feedback, we also offer anonymous Spotlights or worksheets to self-review. Plus, there’s a free 7-day challenge available to make sure your book or series is ready for marketing. You’ll find links to both below.
Building a consistent and trustworthy brand isn’t just about making a sale. It’s about honoring the trust your readers place in you with every book they pick up. What’s your promise to them? Ensure you deliver it every time.
Check out the resources below and start strengthening your brand today!