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How Important is an Author Brand?

I've always struggled to come up with a catchy phrase that describes my writing. I've seen such creative ones around cyberspace, like: "Seatbelt Suspense" or "Passion With Purpose" or "Touching Hearts. . .Changing Lives."

Authors often use these tag lines at the bottom of emails, on websites, blogs, or business cards. And the saying usually sums up what they write, their style, their voice, or the uniqueness they bring to their genre. This is typically what we refer to as an author brand.

Since I was having trouble figuring out my brand, I decided to get the expert opinion. When I met with Bethany House Marketing, one of the first questions I asked them was this: How did they describe my writing? What did they think was my author brand?

Maybe they'd have a catchy phrase I could start using on all my correspondences, something I could splash across my website to coordinate with my background and theme.

And what was the answer of this talented team of marketing gurus? The summary of our discussion was this: Don't worry about a brand yet.

Here's why. In their many years of working with authors, what they've experienced is that the author's name becomes their brand and that usually doesn't happen until after at least 2 to 3 books are published.

In other words, when readers buy our books and loose themselves within the pages, then they will come back for another book, and hopefully another. Our writing appeals to them and they attach a favorable reading experience with our name. Thus our name begins to sell our books and that becomes our brand.

I'm sure we can all think of authors whose books we buy every time they have a new release. Do we buy the books because of the author's catchy saying? Do any of our favorite authors even have a special little summary sentence that we remember?

Most likely we're drawn to those authors because of our past experience with one or more of their books. We've found someone whose writing appeals to us, someone we trust will tell a great story. They don't have to hook us with the first page anymore or with a stunning cover. We're sold on their name alone.

Some famous authors don't even need a description of the book on the back cover. Instead the publisher plasters a big picture of the author there. Why? Because the author is the brand.

So, should unpublished or fairly new authors worry about coming up with a brand? Should we spend time and energy crafting the perfect summary of who we are?

While I'm still forming my opinion on the whole matter and trying to decide what really works in this modern age of technology and cyber networking, I feel a freedom now to relax about the issue. I don't have to figure it ALL out right now. It's okay to let time and ultimately readers define my writing.

Maybe some writers can truly sum up their writing with a short statement. Maybe their self-made brand will indeed match reader expectations. But we also need to be careful we don't let those catchy phrases put us in a box of our own making. Maybe someday we won't want to define ourselves that way anymore and we'll have trouble breaking out of the box.

What do you think? Have you ever tried to come up with a catchy phrase to describe your writing? In today's competitive market, do you think new authors should try to brand themselves in order to stand out? Or do you think they should wait and let the reader do it?

47 comments:

  1. I thought about it and came up with Zilch. LOL
    This is a great post!! It's so true because the authors I repeatedly return to don't have little catchy sayings, and if they do, I didn't know about them. I just know who I like based on the reading experience they deliver.

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  2. I totally think the name is what will sell us. I've read lots of brands on the bottom of those emails and never once have I looked at a brand and thought, I must buy their books! I buy books for lots of reasons, but not that one. And the biggest reason is that I've either heard excellent things about the book, or it's an author I trust to give me a good story.

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  3. WHEW!! I thought there was something WRONG, because I couldn't think of a signature phrase for me and my writing. Something that captured who I was. I am so glad you posted this. It really has worried me at times. I figured I must be doing something wrong if I couldn't come up with a BRAND. Or a phrase that screamed Robyn.

    How did you know? I am glad of one thing. I'm thankful that I now know others probably feel this way too. And you have shown us that is NOTHING to concern ourselves with now. GET THE BOOK FINISHED AND QUERY AGENTS. The writing is what matters. Write an excellent story. Engage the readers.

    I'm so excited about what I'm about to do, Jody. But nervous. And happy! =) Thank you my friend!

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  4. I don't think you need a catchy slogan of any sort, your name will soon be the brand, and that's ultimately what you want, you want them to remember you, not the slogan you came up with.

    I buy books for lots of different reasons, front cover, someone suggested it, synopsis, but never have I chosen one for branding.

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  5. Again, a good reminder that we don't have to DO it and KNOW it ALL TODAY. I want a cool send off like on the Writer's Almanac. I'm finding I can do it with change, as in Write on! or Play on! You're Right On, Jody!

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  6. I struggled to come up with a branding designation and settled on Medical Suspense With Heart. Lately, I find myself dropping it from my signature line more and more as I concentrate on getting recognition for my name, not my brand. My take--it's nice but not critical.

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  7. Personally? I think those catch-phrases are cheesy and annoying. I think your NAME is definitely your brand.

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  8. Oh gosh. I never even thought about branding. I am glad now that I don't really have to. Just focus on the words hey. That I can do!

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  9. Good questions that I've pondered many a time! I'm afraid that branding may limit readership.

    I don't look for "brands" but for authors I like and for the ones that are new...I read the blurbs about their books and decide if I want to pursue reading more about them and the book.

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  10. All I know is that there are authors I love to read...and if they have brands, it's news to me. I read a book because I love how the author writes, or somehow the book has been recommended to me. I think the point is well taken that a talented writer's name will become the brand.

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  11. Jody, this is the second post this week I've seen about author's taglines. I like the idea. But while I've given some general thought to one for myself, I've decided there are more important thing to spent my energies on. And that's a great point you had. How many of our favorite authors got that way because of a catchy branding phrase?

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  12. So many thoughts on this one. I think you are right though, when we are uncertain about something it does us no service to force it.

    Chip MacGregor had a great post about this several days ago. I read it several times.

    I've taken a stab at it and am not afraid to change it as need be, but for now it suits well--Writing the World in a New Light.

    Hope you have a wonderful weekend,
    Wendy

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  13. I never thought of a tag line for myself, I always thought the author name would be the thing. BUT I did think carefully about my name. I have a first, middle, and two lasts, and I decided that I want to use all four, partly because names are a big theme in my first book, which will make MY name a point of interest, which will hopefully make it more memorable going forward...

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  14. I think what you are doing now with name recognition is the most important. Having a brand will limit what kind of stories you may want to write in the future, if it doesn't match up with your stated brand. :O)

    www.dianeestrella.com

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  15. I had a phone consultation with a multi-published author once, and she said the same thing - Don't worry about brand yet. The earlier we are in our careers, the more important it is to work on writing and figuring out our voice. The brand will make itself clear later.

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  16. I haven't thought about a brand name for myself before now, but I really can't think of one at all either. I suppose I'll let the readers do it for me :)

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  17. You know, I've not thought of this for myself, and it warrants some consideration. Thanks for discussing this and giving me something to think about. :)
    Happy weekend,
    Karen

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  18. I agree with Bethany House (and everyone in this comment thread, it seems) that our name or a character's name, like Fancy Nancy, will become our brand. If we're lucky enough to sell, we'll be branded by our success.

    Have a great weekend, Jody!

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  19. A writer's brand is something the readers come up with, based upon past experience and future expectations.

    This became particularly clear to me when I walked into a Barnes and Noble and saw the newest Dick Francis book on the shelf. I pounced on it, not even bothering to read the cover-flap copy. I knew I would love it, because Dick wrote it. I knew it would contain a first person pithy, tight narrative of an Englishman with some connection to horse racing. There would be a mystery, physical and moral danger, and a smash-bang finish.

    That's his brand. That's why I buy his books.

    I doubt, when he was a newly-retired steeplechase jockey in the 60's just trying out his writing wings, that he set out to establish this brand. The brand emerged through selling a bazillion copies of more than 30 titles, and delivering a story each time that fit those parameters.

    Happy Valentine's Day to you and yours!

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  20. This is a hard one for me. My writing is all over the place (mid-grade novels-in-verse, mysteries, contemporary girl books and picture books).

    When signing with my agent, I liked her attitude. She figured if a story had potential, we'd work on it and send it out. What sold might then influence what else I produced for a time.

    I know we are to establish ourselves with our style and such, but I want the freedom to create and explore...even if that means my brand gets kind of muddled.

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  21. No tag lines for me - I want my *name* to be what people recognize, and what gets people to pick my book up off the shelf. I do think that getting my name out there now will help later, even with my first book, but it's definitely the name I'm building into a brand to hopefully represent my body of work, not any sort of tag line.

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  22. Interesting comment from one publishing house. The advice can vary, you know!!! And a "brand" can be tweaked!

    With Christ, all things are possible!!!

    Patti

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  23. Very enlightening post, Jody! I've never really thought about coming up with a phrase or anything to capture my writing, but I've heard about branding a lot and never really knew what it was. This really clarifies things, and I think you're right about an author's branding coming on its own once two or three books have come out. In writing my first book, I can see that it is a part of me, but it doesn't really capture all of me. I think it will take a few books before I can at least prove to myself that I have a broader range.

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  24. I agree with Bethany: these things take time. We try to rush everything too much as it is. Let's slow down a little and listen to that still, small voice beckoning us to quiet contemplation. Like I do that a lot-HA!

    However, I thought of a brand I love for myself: Nutty with a
    Dash of Meat.

    Think it'll stick?

    Happy Weekend,
    Jen

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  25. I bought Stephen King's "Under The Dome" for my husband for Christmas, even though there was nothing on the jacket to give me even a hint as to what the story was about. My husband loved it!

    I'd like to think that (if and) when I'm a published author, my name, as well as how I come across on my blog (friendly and approachable - I hope!) will be enough. That's in addition to the audience connecting with my writing. ;-)

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  26. If a tagline comes easily to mind and you want to decorate your website with it, then by all means go for it, but I agree with the BH marketing team... it's not something new authors need. For me, it would be premature anyway.

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  27. I am so fine with that! I'd rather be my own brand anyway!

    Have a great weekend, Jody!

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  28. I think name should be enough. We should work hard at making our work as great as it can be, pulling in the readers one by one so that they, eventually, know what to expect from our name alone. If I'm to be branded, I hope my loyal readers will do it for me. I think it could be fun hearing what others say about you (positive, of course :)

    Happy weekend,
    Jen

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  29. I've seen the catch phrases as well and felt like I was out of the loop. No, I don't have one. I'm not even sure how to classify my style. I'm sure whatever yours will be, it will be wonderful. If you write like you blog perhaps the word to best describe you would be impeccable.

    Happy Valentines!

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  30. Fascinating article. I don't think my tagline of 'Writes rubbish' would look very good, so I will stick with my name. ;0

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  32. This is such a helpful post. I thought about this in the past and always figured it was something that helped agents or editors get a better idea of just what kind of fiction unpublished authors write. I even came up with one so I could put something else besides my name on the header of my web site. But I definitely agree that initially, even further down the road, name (and a great story) should be enough to draw in readers.

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  33. Yay!!! I'm so glad you are dispelling the myths running around in cyberland. I love that we don't HAVE to have brands, we don't HAVE to market ourselves, we don't HAVE to do it all! We just HAVE to write!!! And write the best book we can! Thank you, thank you, thank you for that!

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  34. Whoever came up with the word branding anyway? It just conjures up images for me of irons and smoke and sizzling pain.

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  35. I think of an author's tagline as a catchy way to describe her books if asked, "what do you write (in 140 words or less)"?

    I've never sought out an author or bought a book based on a tagline. But I do think authors brand themselves based on their work. After reading the first book, I have an expectation. If the second book is along the same lines, my expectation is affirmed and it starts to feel like a brand. If ten books go the same way, the brand is sure.

    Now, if an author offers up something different with each book, albeit with the same level of quality and style, then that's a different kind of brand, but a brand nonetheless.

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  36. Ahh, that's my sigh of relief. How can a handful of words sum up our writing? I do have a brand, but I'm certain it will eventually change. For now, it gives people a sense of what I write. But you're right--an author's name sells a book for me.

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  37. Thank you so much for this great post Jody! In my experience as a reader, the book grabs me first and consequently, the author. If I love the book, by default I love who wrote it ;)

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  38. For now I'm going with concentrating on my writing. What an amazing thing it would be to have my name mean good reading to someone - or lots of someones.

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  39. Hi Jody -

    This is old fashioned common sense. When I like an author's book, I'll pick up another...and another.

    Catchy phrases might look nice on a business card or website, but nothing replaces solid writing.

    Blessings,
    Susan :)

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  40. Great relief that your publishers say not to sweat it. When needed, I'm sure just the right "branding" phrase will come to you.

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  41. I am in awed as I was reading your post, since it comes from a good writer like you. I never had close encounter with a real writer. I wonder how it feels talking to a writer. :)

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  42. I never thought of it this way, that the author becomes the brand.

    Excellent post, as usual!

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  43. I haven't even thought of it before I read this. I definitely do not want to brand myself. I'll let my words do the talking.

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  44. Man is this a relief. The author's name becomes their brand? That's so awesome because I've tried coming up with a catchy brand and always fail. May latest crack at it is Writing Faithful Romances. So glad to hear there is no need to fuss over it anymore.

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  45. I’ve never thought of using a phase to sum up my writing. It would be an interesting exercise, but really hard to do.
    I am a loyal follower of my favorite authors!

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  46. It's funny, I just read another blog on this same subject, as well as seeing the subject of branding on the Today show, and it has me thinking. Similar to you, I think for writers it is something that is acquired along the way. I do "go to" writers whose work I know and am in the mood to read, but I'm not sure that's "branding."
    Really Interesting!!

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  47. You know, I had been thinking of author brands and didn't consider what the people at BH said. For instance, I like Deeanne Gist. Her name tells me all I need to know. So yeah, establishing a presence as an author should be brand enough!

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