Aspiring authors expend a lot of energy and angst on landing an agent and getting that first book contract. In reality, many of us never clear that hurdle. But for those “lucky” enough to do so, what happens after your first book contract? Frankly, the discussion is front-loaded, with much more on the how to than the what now? (I’ll actually be blogging further on this subject at Rachelle Gardner‘s website this Thursday, so stay tuned.)
I am on the front end of this process, but already the reality has sunken in. Since signing a two-book deal with Strang, I must admit I’ve been borderline manic. The day after the contract was signed I was contacted by the publicity coordinator regarding a slew of marketing issues. Questions range from the demographics of the people I reach, to promotional timelines, to my unique selling points, to sample interview questions. Then there’s website issues, potential rewrites, endorsements and, lest I forget, a second book that needs written.
Question: Are you sure you’re ready for this?
Anyway, one of those issues I’ve been contemplating is “branding,” specifically my brand. “Brand” is a term that’s only recently been used for authors. It has to do with the unique components — theme, genre, style, voice — that characterize an author’s writing. An author’s brand is their literary signature, the distillation of their “message,” an emblematic emotion they evoke, or what makes them appealing to a certain aggregate of readers.
Now, if you’re a writer and anything like me, you haven’t spent a lot of time thinking about your brand. This is probably as it should be. For most authors, we write what we write for various reasons, most of those reasons being rather intangible. I mean, why does Stephen King write horror, Nora Roberts romance, and Tom Clancy espionage? Is it simply to garner a share of the market? I doubt it. In this sense, an author’s brand is not something they intentionally set out to craft, as much as it is something that rises out of who they are and what they like to write.
Of course, this is not meant to imply that defining one’s brand does not require intentional crafting. Indeed, when the “publicity coordinator” for your publisher asks about your brand she does not want philosophical noodling about who you are — she wants a marketable strategy for packaging you. If I’m not mistaken, this is where most new authors glaze over.
So how does an author define their brand? Is it something they intentionally do (i.e., “I will make myself the next Nicholas Sparks”) or is it something that’s bestowed upon them (i.e., “My readers liken me to Nicholas Sparks”)? In other words, isn’t “branding” something of a symbiotic relationship between authors and readers? I mean, if someone is trying to package themselves as “the next Dan Brown,” you’d think that readers would have to buy into the assertion to make the brand credible. So in this sense, maybe it’s the consumer who has the real upper hand in author branding.
Okay, so I’m just thinking out loud. (I told you I was borderline manic.)
It’s been said that it takes between 7 to 10 impressions for people to intuit your brand. In other words, if I visit your website 7 to 10 times I should be able to get a feel for what drives you, your “spin” on life, the level of your expertise for articulating those passions, and the degree to which any of those things move me. So, like it or not, we are “branding” ourselves with everything we say and do. I might posture myself as “the next Dan Brown,” but if I’m overly-literary, suspicious of conspiracy theorists, and a devout Catholic, I shoot my brand in the foot. My point here is this: Your brand — or the lack thereof –is probably more evident than you think.
All right, maybe I’m just trying to talk myself down from the ledge.
One question that’s often asked when defining one’s brand is: Who is your ideal reader? And we need specifics here, folks. What is their ethnicity, gender, and age? Where do they buy their clothes? Do they sport tattoos? Have they attended college? What other authors do they like? And what attracts them to your writing? Which leads me to the following (and rather perfectly timed) question:
Why are you reading this?
How you answer that question not only helps me determine what my brand might be, it probably says something about yours as well.
Anyway, I have more thoughts on this subject. I’m sure over the next few months I’ll be stressing over, er, discussing some of them. But if you’re a writer, I’m interested: What’s your brand? Is it something you have set out to craft? Or do you think this “branding” stuff is a bunch of hoakem?
I’m “reading this” because you can be quirky, wise, slightly cynical when appropriate, serious-minded, and thought-provoking.
My brand or at least my Tagline: Relationship Romance Redemption
And: Passionate: right or wrong
I, too, think it’s the reader who ultimately (and subconsciously) establishes your brand until you can craft the description of what you write. I don’t know that’s it necessary for readers, but it definitely seems necessary for publicists and marketing folks.
How ’bout “weirdly redemptive”, Mike? 😉
Ah, I see you’re filling out the publicity info as well. Yeah I’m looking at it and my eyes are glossing over with stark terror. I’ve been told before that writing is the easy part–marketing is the hard part. I’m beginning to understand.
I think my ideal reader is me, but way more cool. Sporting black fingernail polish and tatts, she probably wouldn’t even notice me in a crowd. She would be the one telling jokes that make everyone around her laugh, she would be taking a class in esoteric philosophy (is that even a subject?), and she would write dark poetry in a journal she carries around with her. But she’d never let anyone read her journal. Ever.
Why am I reading this? I’m avoiding editing my own novel, Mike. And I knew you would have something important to say about the writing universe. I was right. Now I need to get back to work…
“I think my ideal reader is me, but way more cool.” I’m not sure a person can get any “cooler” than you, Merrie. But your statement made me think: Can our “ideal readers” be anything but like us? They would obviously have to resonate with our world and our words. So in a way, maybe our readership is a just a reflection of ourselves… which may or may not be a disturbing possibility.
Mike,
You’re so sweet. 🙂
I agree about our ideal readers being like us. I think part of reaching them involves finding that place where we can relate to our readers in the story. What universal theme or plot twist is going to get their attention and make them keep reading? For me, I always look for that deeper hurt or longing inside the character that I can understand, and then I try to write it in such a way that the reader can understand it too.
I’m loving your blog, by the way, Mike. Cool stuff here.
Great post. I think a personal brand develops both intentionally and from your natural personality. The most important tip: Be yourself.
I’ll answer your query with a confession of my own brand.
You know that eerie green skull and crossbones that comes out of a bottle of poison in the cartoons? Yeah, that’s my brand. Warning: Death: Danger: Weird. I believe I take my membership among the “peculiar people” a little too literally.
So, while I’m in your readership, I, for pity’s sake, would make a horrible target reader. Those whackos never have any money. Unless they are hoarders, in which case, you aren’t getting any!
Why am I reading this? Via retweet by Rachelle Gardner
What is your brand? I haven’t put a lot of thought into defining this as yet, but aside from working on my manuscripts, I am a lover of flash fiction. In writing so many little pieces, I have learned a lot about myself as a writer and my specific style. I love to create a mood and an emotion and bring the reader into that moment with my character. I guess you could say I’m moody. I’ll have to work on a better definintion AFTER I land a book deal. 🙂
But I do believe the brand comes from within. It’s there already, defining it is the hard part.
In late winter 2009, I started using the words “God’s absolute love.” One day I decided to look up the word “absolute,” came up with an additional three words, and my brand was born:”God’s absolute love–perfect, complete, and real!” I put a trademark on it, used it to name my blog, and have tweeted it many times. I have almost finished my book (which I’ve been writing on my blog) and will put a book proposal together early this summer. My brand evolved and is the perfect title for my message.
I came here through Rachelle’s link.
You’re right– I think it does take 7-10 written impressions for a reader to discern your brand. Interestingly, I think it takes at least that much and probably more, for us to discern our own.
For one segment of my writing life, I was able to capture the brand in the tagline, “Making time for things that matter.” Another tagline, “Authentic. Creative. Abundant.” is a snapshot of my own ideal life and also my ideal reader, association member, client.
My goal in everything I do and write is to encourage others to take responsibility for who they want to become, what they want to do, and where they want to go, and then light lamps to help them find their way. I don’t believe in ivory towers and or in many traditional boundaries (such as the traditional literary disdain for commercial writing), and I encourage writers to step up and write whatever they need to write in order to create the life they want to live. It isn’t easy to think it all through, but it’s well worth it. Enjoy the journey!
I think you’re right, Janice — It’s probably easier for a reader to discern a writer’s brand than it is for a writer to discern their own brand. Interesting observation and one that deserves further thought. Thanks for commenting!
Why am I reading this? Well, though I don’t even have an agent right now (one is reading my proposal, though), I feel funneled into a “brand” already. I love writing and speaking about how God speaks to us and we can actually hear us (I don’t mean audibly). Period. That is really broad, huh? :-/ He speaks in his Word about… everything… and he speaks through nature about … everything and, well…he just speaks all the time and lots of people miss it. I love helping people to hear him! Looking for him in the pages of Ezekiel, or finding him in the way a woodpecker does his thing or the way a horse smells. (Really!) I have sort of an idea for a “tag line” that comes from my quest to come up with a brand, but I am frustrated that, to avoid being broad, I will back myself into a corner–into a narrower platform than “everyone who has ears.” :-/ I don’t want to limit myself by a tag line that is so narrow. But I know that is what I am probably “supposed” to do. So, my dilemma. Thanks for a thought-provoking post.
I’m reading this because I love reading your blog, Mike (and you might say something about the Lakers! 😉 ) I think you say intelligent things about lots of subjects. You rarely look at only one side of an issue, but that doesn’t mean you don’t have opinions. You do, and some strong ones.
Plus your writing is engaging. You make lots of different topics interesting.
My brand? I’m the Christian epic fantasy gal. I haven’t figured out an incisive tagline that would capture attention, however. Did I set out to be the Christian epic fantasy gal? No, not really. I just like fantasy, the epic kind, and I’m a Christian who believes my worldview should be at the center of my fiction. And even though my blog is about lots of other subjects, people know me for being the Christian epic fantasy gal. How’d that come about?
I think it’s all about passion.
Becky
I appreciate the kind words, Becky. You say you like reading my blog because I say “intelligent things about lots of subjects.” I have given myself freedom here to write about whatever interests me at the time — art, cultural trends, politics, religious issues, philosophy, even the Lakers! But I also wonder if this works against me, particularly because of this “branding” issue. In other words, a brand is a distillation or simplification of who an author. But by being topically all over the map, aren’t I go against being a brand? Anyway, I really appreciate you, o “epic fantasy gal.”
Mike,
I think the best author blogs allow readers to get to know the author. I don’t think your “brand” is as narrow as one or two of the items you just listed. I think your brand includes the fact that you are a deep thinker and are actively concerned with all of those issues. On the other hand, I think my brand, besides being self-appointed Queen of Monsters, includes that fact that I’m always looking for the absurd/laughable side of what’s happening in my life. And yes, I am laughing at my brand even as I write it down. LOL. I really can’t wait for your first book to hit the shelves, bro! What a party day that’s going to be.
Mike, I think I’ve used your blog as an example of someone who successfully breaks the “best blogging rules.” In some ways I do too since I don’t write about fantasy day in and day out.
The key, I think, is the same as “writing rules”: does it work? I don’t know what your blog stats are, but from the comments, I believe you have a fairly loyal following, which tells me, a good number of people care about what you have to say, on whatever topic. Maybe your brand is Renaissance Man! 😉
Mike, I think it needs to be reiterated that a brand is so much more than a catchy tagline. Like you said, it’s who you are as a writer. When people ask me why I write horror or supernatural suspense I usually answer with something like, “You ask it like you think I have a choice.” I don’t. It’s what is inside me coming out. My brand is scary stories with a spiritual punch. I like the eerie and creepy and scary but I house those tales in a message that moves and convicts and encourages. No tagline can effectively capture what I pour my soul into.
Now, here’s a question: Does an author choose his brand or does the brand choose him?
Mike,
I loved your post! I never thought about it that way, but that’s what I’m going to say from now on.
“You ask it like you think I have a choice.”
How true that is.
Another pertinent subject Mike. I’ve recently been debating my brand because I’m part of a secular writing group and was asked to do a bio for their website. I’m sure if I put Christian, 95% of them will stop reading and I will be outcast.
This has led me to question my audience, and it relates to why I’m here, because I want more quality Christian Spec-fic and I guess my audience will be the same. I’d like to say I will be subtle enough about my faith to cross into the secular market, but that seems to limit my ability to put a Savior God into my fiction. So, I am at a standstill on my brand, but I am enjoying reading what other like-minded writers are doing about this dilemma of crossmarket branding.
I haven’t read any of your stuff Mike, but do you feel you land somewhere between CBA and the secular market? I see that you have a deal with Strang, but do you think that will lock you primarily in the CBA field? As Jeff Gerke wrote in his book “The Are and Craft of Writing Chrisitan Fiction,” are you writing for the church or not? I don’t know if I believe it has to be one or the other. What do you think?
I’m definitely a tweener, Tim. I love big, philosophical, religious themes and tend to want to push the boundaries of them. It doesn’t always endear me to a strict CBA crowd. So, yes, I am concerned about being locked almost entirely into a conservative religious market. But I don’t think it’s as cut-and-dried as Jeff’s “are you writing for the church or not?” challenge. Plenty of books reach both ways. I think the burden is on believers to find a way to cross the aisle.
Interesting thought, Tim. I believe that the best writers tell the truth (as seen from a Christian worldview), and that the truth can be told indirectly as well as directly. Lewis and Tolkein didn’t bludgeon readers in their fiction, but truth was vividly conveyed.
I think that Mike’s right– the burden is on believers to find a way to cross the aisle. After all, we have something to share and a reason for sharing. While there’s definitely a place for CBA fiction, I think it’s mostly speaking to the body. If it’s sold strictly through Christian outlets, there’s little chance that secular readers will find it and be touched, particularly as–fairly or unfairly– it has a lingering reputation for being badly written and preachy. Interesting thread!