Series branding can be just as important as author branding. What’s the difference? Author branding tells who you are and what kind of stories you write. For example, my works blend elements of murder, mystery, romance, and humor. Readers know they’re in for an entertaining yet suspenseful ride with a satisfying ending. I also write stories set in Florida, and this tropical flavor adds a layer of depth to my work.
Currently, I’m working to revise and reissue my earlier mystery titles. I hired a new cover designer and liked her idea of putting a collage together of photographic images. Similar to an art sheet from a publisher, I filled her in on what might make an appropriate scene and what elements it might include. I looked at the images she subsequently sent me and picked ones that seemed perfect.
All went well until she put them together in a cover mockup. My stomach sank. It didn’t work for me. The images were fine. So were the colors and title placement. But the whole didn’t speak to me as a cozy reader. Where was the humor element? The fun factor that would make me smile and want to buy this book, like these covers below?
And so I did a search on Amazon for “cozy mysteries.” The overwhelming majority of them were illustrations, not photographs. I’d given this designer a list of covers that appealed to me, but she didn’t seem to “get” the genre. My original cover artist, who’d had to bow out for personal reasons, had sent me a mockup of a cover that I’d really liked. Looking at them side-by-side, I had a bad feeling about the photo-based imagery. It wasn’t right for the genre.
Even if I rebranded myself by having all my reissued titles have similar designs, would these more realistic covers attract cozy readers? I didn’t think so. It certainly wouldn’t appeal to me. As a cozy reader, I look for a certain style. Normally, you can identify a cozy just by looking at the cover. And so I regretfully parted ways with designer number two. I approached my original artist to see if she was available again, and to my joy she said yes. We’re back to fixing the details on the original cover, and I feel much happier about the process.
What is the lesson learned? It’s not only about your author brand. It’s also about reader expectations. Readers can tell from the cover what type of story to expect. Go for a change if you want to broaden your readership. But if you want genre appeal, stick to the tried and true. Flowers never did it for me as a romance reader. I still like the old-fashioned clinch covers. Remember the old gothics, with a woman in a gown running away from a spooky mansion? You could tell at a glimpse what genre it represented. So yes, your cozy or thriller cover at a glance might resemble others in the genre, but that’s what readers want and expect.
Whichever route you go, plan for series continuity via the same font, author name and title location, series logo, design style and color statement (i.e. pastels or bold and bright).
Does reader expectation figure into your cover art or does this aspect not concern you?