By Joe Moore
Yesterday, my blog mate, Kathryn Lilley, discussed market research and why consumers choose one product over another. To continue Kathryn’s theme, I propose the question: Why are people motivated to purchase one book over another? Is it the author? How about the cover art? The cover blurbs from other writers? The title? The synopsis on the back or inside liner?
All of the above are important, that’s for sure. But I believe one of the biggest factors in motivating a purchase of a book is “brand”, or lack of it in the case of not making the purchase.
Why brand? Readers want consistency. Think of food. Everyone knows exactly what a Burger King Whopper tastes like. The Burger King brand is known worldwide because they found something that people like and they keep repeating it. I can walk into a Burger King anywhere on the planet and I know what to expect. The same goes for McDonalds, Pizza Hut, Starbucks, KFC, Taco Bell, and hundreds of other well established brands. If I crave a Big Mac, there’s only one place to get it.
I think that the same holds true for books. I can pick up the latest James Paterson, Nora Roberts or Clive Cussler novel and I know what to expect. They have established a consistency in their product that has become their brand. As a matter of fact, their names ARE their brands. All you have to do is mention Patterson, Roberts or Cussler, and anyone who has experienced those brands knows what you’re talking about. Just like the Whopper. You don’t have to explain it to someone who’s already had one.
What is brand? For starters, I think of it as a consistent level of expectancy. By that I mean that the customer/reader expects something to happen each time they make a purchase based upon the brand, and it does—every time. If there ever comes a time when it doesn’t, the customer/reader will abandon the product for a replacement—maybe not the first time, but eventually they will move on.
Now I know what you’re thinking. I’m a debut author. I have no brand. Or I only have a couple of books out. Not enough time to establish a brand yet. Ask yourself this: how strong was James Patterson’s brand when he published Along Came A Spider in 1993? Probably not as strong as it is today. He started with a good story, quality writing and a compelling package, and built it into the James Patterson brand combining it with other vital branding items. Branding goes way beyond story content, style, voice, and other writing elements. It involves your book covers, your website, your blog, your marketing collateral, how you dress in public at signings and conferences, how your email signature is worded—in other words, your brand is your message working in tandem with your personal “packaging”. The good news is that today we have even more avenues for building our brand than Mr. Patterson did 16 years ago.
So, how do you create a brand from your message and personal packaging?
Your message is primarily the words that are contained in your books and the words used to describe your books. The packaging is the “framing” of those words. If the message and the packaging are not synchronized, you will create confusion in the marketplace. You control your message by the content of your stories. And it’s important that you work closely with the publicist and marketing department at your publisher to make sure your message matches the message they produce for promoting your books. If it doesn’t, keep working with them until everyone feels that it does.
What about the packaging decisions you can do yourself?
Start with your website. It’s one of the most important parts of your personal packaging. You’re in control of all aspects of its content and construction. Make sure it looks like your books. I know that sounds pretty basic, but you’d be surprised that the only similarity between some author’s websites and their books is that they show a picture of the book cover. For best packaging results, the entire site should have the same visual feel as your cover(s). If you can’t create or capture that yourself, find a professional to do it. Remember, it’s the TOTAL packaging that helps establish your brand.
Now think about the rest of your collateral material such as business cards, post cards, posters, bookmarks, newsletters, bulletins, etc. Do they project your brand? Are they an extension of your book covers and website? Again, if you can’t achieve a totally consistent personal package, find a professional designer that understands branding and packaging. The investment will pay for itself in the long run.
Make sure you know and understand what you want your brand to be. Understand who you are in relation to your brand. What kind of image do you want to portray? I’m not suggesting you come up with some fake persona and act like someone you’re not. But guess what? Being an author is acting. It’s acting out your brand. It’s your personal packaging.
A great example of this is Vince Flynn. He not only delivers a consistent level of quality in his writing and stories, but when he appears in public as “Vince Flynn the author” for a signing or conference, he acts out the part. His physical brand is obvious: jeans, shirttail out under a sports jacket. In person, he looks like his cover photo. Remember that the first physical connection a reader has with an author is the photo on the back of a book. That portion of the personal packaging had been set in the readers mind. One day that reader/fan will be at a book signing and in walks the author. The reader has a consistent level of expectancy in all things concerning the author’s brand. If the author understands that, it should all come together. They immediately relate.
In building your brand, you must consider all of these items working together. The consumer will come to expect it and it’s to your advantage to deliver.
As a writer, do you feel like you have a brand? If you do, is it the one you want? Are you aware of it? Can you think of some other examples of writers who have a consistent, strong brand?