When working with branding for book marketing, there are essentially three steps to follow.
- Define Your Brand
Whether you like it or not, people are going to form opinions about you and your writing, thereby defining your brand. So why not do your best to steer those opinions? In addition to considering your genre, writing style, voice, etc. in defining your brand, think also about other aspects of your personality, outside interests, and goals. Incorporate your reader as well, deciding what benefit you’d like him or her to get from your books. If you’re a genre hopper, think about focusing more on the “author” part of the author brand or incorporating a common theme or element throughout your books, such as a hobby, emotion, or setting.
- Build Brand Awareness
Steps two and three are very similar, but I think of building brand awareness more as being your brand. Behave and make choices about how you conduct your business, marketing, and life in accordance with your brand. As an indie author, readers will often encounter you before your books, so make sure they know what to expect. The last thing you want is for them to expect one thing from interacting with you at an event, buy your book, be disappointed, and leave a negative review.
Part of this step is also choosing those style elements that symbolize your brand: colors, logo, font, graphics, etc. that you use on everything that represents you and your brand.
- Promote Your Brand
You also build brand awareness through step number three, promoting your brand. When you are promoting your book, you are also promoting your brand. You can promote your brand through content marketing with the book itself (cover, typeset, etc.), website, social media, blogging, business cards, bookmarks, etc. You can promote your brand more personally with appearances, book signings, readings, and author fairs.
Whatever you do with your author brand, make sure that you are doing your best to drive it where you want it to go instead of leaving it up to chance. Little by little, you will create the brand you desire.