Tag Archives: branding

What’s Your Brand?

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“Simplicity is the ultimate sophistication.” – Leonardo da Vinci

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Last week John Gilstrap posted about his brand, and it got me thinking about what an author’s brand is and what it does for us.

First, a little history. According to Wikipedia

Branding and labeling have an ancient history. Branding probably began with the practice of branding livestock to deter theft. Images of the branding of cattle occur in ancient Egyptian tombs dating to around 2,700 BCE. Over time, purchasers realized that the brand provided information about origin as well as about ownership, and could serve as a guide to quality.

More recently, we understand branding as a way to differentiate products in a world full of product names. Again, from Wikipedia

The key components that form a brand’s toolbox include a brand’s identity, personality, product design, brand communication (such as by logos and trademarks), brand awareness, brand loyalty, and various branding (brand management) strategies. Many companies believe that there is often little to differentiate between several types of products in the 21st century, hence branding is among a few remaining forms of product differentiation.

Wow! That’s a lot to think about.

Book Branding

When I was writing novels in my Watch mystery series, I assumed all my books would be watch mysteries, and therefore, my brand should be something related to time or clocks. I created some bookmarks and lid grippers with a watch face that I thought was cute.

In addition, my cover designer suggested putting a watch face on the spine of each book in the place the publisher’s logo usually goes. I agreed, and I love to see my books lined up in our local bookstore. Each watch face is different, but they define my series.

But then I was encouraged to write a novel on the Lady Pilot-in-Command theme, so the watch brand didn’t work anymore. The brand for the new series became anything to do with aviation: an image of a Cessna on a pen, the propeller on the spine of the book, or—best of all—the gorgeous propeller pens my TKZ friend and colleague Steve Hooley makes.

Currently, I’m writing Middle Grade novels that are traditionally published, so the book spine will carry the publisher’s logo. I’m not sure what brand we’ll come up with for that series.

Author Branding

But after reading John’s post, I’m wondering how to create an author brand for me in addition to my books.

Publishdrive.com summarizes some of the key elements for an author brand.

Author branding, which comprises your writing style, website design, social media presence, and the emotional impact of your work, not only defines your identity as a writer but also influences how readers perceive and connect with you, differentiating you from others and establishing a solid foundation for your writing career.

To build an authentic author brand identity, focus on creating a tagline that encapsulates your essence, establish a unique brand voice for consistency across communications, and understand your unique selling proposition to differentiate yourself from other authors.

Looks like I have some work to do.

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So, TKZers: Have you put much thought into branding? Do you have an author brand? Do you have a tagline? How about an image that reflects your brand?

 

Coming Soon!

The Other Side of Sunshine
A Middle Grade Mystery

The Reen & Joanie Detective Agency is open for business, and the first assignment is to find a treasure hidden by the mysterious “Mr. Shadow.” But others are looking for the treasure, too, and they may not be playing by the rules.

Refining a Cover

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Refining a Cover
Terry Odell

Last time, I mentioned that my cover artist, Kim Killion at The Killion Group, was working with a background image I took of a waterfall in Vágar in the Faroe Islands. This was the image I sent.

Picture of the Vagar Waterfall, blowing from the wind.

In keeping with the Blackthorne, Inc. series “branding” (see them here), I also sent her the stock image of the hero for the cover. We’ve talked before about how a cover should make the genre obvious, and these are romantic suspense books which fall under the “romance” umbrella. Once I admitted that cover design was a marketing task, I had all my previous Blackthorne covers redesigned to fit this basic look.

This is what she sent.

Now, had this been one of my former more “traditional” publishers, that would have been that. The title and my name were spelled correctly. Accept it. In fact, I probably would have approved this cover. However, Kim allows for some back-and-forthing, and I wanted to look at it more carefully. I also enlisted the opinion of one of my critique partners, who suggested the cliffs were too dark.

I let Kim know, and she came back with this comp.

At this point, I asked my editor for her opinion, which was that the white t-shirt was distracting. I agreed, and thought it would call attention away from my name, so I asked Kim what she thought. She thought those points were valid and sent this.

These were all subtle changes, but I like the final product. There’s also the fact that three comps are included in the price, but any more than that will incur extra charges.

With a cover, I can move forward with more of the dreaded marketing, such as working on promo images (memes?) to use on my blog, newsletter, and social media.

I also had to create the book’s page on my website.

But now, I’m busy going through my editor’s feedback.

Oh—one last thing (nothing like burying the lede, eh?)

Danger Abroad is now available for preorder at many of your favorite channels. Release date is set for April 17th.

New! Find me at Substack with Writings and Wanderings

Double Intrigue
When your dream assignment turns into more than you bargained for
Cover of Double Intrigue, an International Romantic Suspense by Terry Odell Shalah Kennedy has dreams of becoming a senior travel advisor—one who actually gets to travel. Her big break comes when the agency’s “Golden Girl” is hospitalized and Shalah is sent on a Danube River cruise in her place. She’s the only advisor in the agency with a knowledge of photography, and she’s determined to get stunning images for the agency’s website.
Aleksy Jakes wants out. He’s been working for an unscrupulous taskmaster in Prague, and he’s had enough. When he spots one of his coworkers in a Prague hotel restaurant, he’s shocked to discover she’s not who he thought she was.
As Shalah and Aleksy cruise along the Danube, the simple excursion soon becomes an adventure neither of them imagined.

Like bang for your buck? I have a new Mapleton Bundle. Books 4, 5, and 6 for one low price.

Terry Odell is an award-winning author of Mystery and Romantic Suspense, although she prefers to think of them all as “Mysteries with Relationships.”

What is Amazon Doing Now? Can it Work for You?

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Jordan Dane
@JordanDane

I received a notice recently from Amazon regarding its implementation of “Amazon Stores,” a way to promote a brand or company products. I’m not sure how open and available this is for anyone with a brand or a store concept. Are many authors using this?

I have a corporation, Cosas Finas LLC, that I have developed into Cosas Finas Publications to promote my brand and I have a website that I’m still developing for this entity. (My navigation needs improvement and I’m tweaking it after my deadline, so be kind.)

Awhile back I set up an Amazon PAGE for my company/brand using Amazon Marketing Services (AMS) to link ad campaigns to. I created a landing page for my ads to show more of my books and group them by series or featured new releases. I’ve come to realize that the Amazon platform has some faults but I still think it is the best for when when I’m selling my books. The main issue that I, as well as other sellers on Amazon, have been having is the inventory mistakes they make. It loses money unless you use an Amazon reimbursement software to get your money back. This hasn’t effected me too much as I’m not selling as many products as other sellers but it could start to effect me once I start selling more. My friend told me to check out this helium 10 review since I’m starting to sell on Amazon a little more. I think it’s a great platform and I love using it.

I’m a user of Amazon Marketing Services (AMS) and have various ad campaigns established for my books as they release or I develop a concept to promote a series, for example. Through AMS I had created a Cosas Finas Publications company PAGE, which is different than their new STORE idea. Amazon Stores are slicker and more attractive in appearance.

Brand pages are going away or the links to these pages will start to be phased out by Oct 31 and completely gone by Dec. It’s only cost me the money for “click-thru” ads and I set my budget and can monitor the expense vs sales revenues. I’ve been satisfied with the benefits outweighing the cost on AMS and I monitor my profitability and tweak ad campaigns to make them more effective.

Amazon Stores are free to vendors. I just set up an ad campaign that links directly to my new store. It was very easy. I chose a HEADLINE search for keywords as my campaign structure (recommended by Amazon and others I’ve researched) and I can query Amazon’s own system for high traffic keywords used by customers. I set up a daily max budget with a click-thru cost for an ongoing campaign without an end. It’ll be up to me to periodically evaluate the effectiveness and I can terminate any campaign at any time. From what I understand, these vendor stores will be required to have at least one ad campaign linked to them to keep them active. This will probably go into effect after Dec, 2017.

I really liked the ad design I submitted yesterday for Amazon approval. Instead of me creating an intriguing tag line for each book, I was able to use my brand slogan, which is “Take a front Row Seat to Suspense” and direct readers to my store. My ad dollars will go farther if I can consolidate my ads for my brand. We’ll see how this turns out. It’s still very new and I need a final approval on my ad campaign before I can see what traffic and sales it generates, but the metrics are there to analyze, with revenues vs ad cost.

To check out more details, visit AMS for vendors (first party sellers are vendors) or Seller Central (for 3rd party sellers that sell other’s products) for sellers.

How many of you advertise through AMS? What’s been your experience?

My STORE is approved as of yesterday. I hope this link works – Cosas Finas Publications The pre-set design templates are not flexible enough for me. It would be nice to have them in modules where you could mix and match, but I can play with the templates to see what works best for books.

Key Features of Amazon Stores:

1.) Design templates allow you to feature different books in a way that your Amazon Author Page isn’t set up to do. You can add video/book trailers, post promo text, praise blurbs/awards, or feature upcoming releases.

2.) Flexible ability to feature different products at your command. You are the keeper of your store and what is in it. If you have other products that are associated with your brand or writing, like T-shirts or coffee mugs for writers, you can feature those along with your books.

3.) There are social sharing buttons tagged to your store and you can set up HEADLINE search ads or drive readers to your store through your ad campaigns and increase your store traffic. Amazon allows a vendor to search existing keywords already proven to have high traffic on their system.

4.) You can take your Amazon Store link and use it in other promotions off the Amazon website. I can see this working for KDP Select products that are exclusive to Amazon for a time.

5.) Developing an ad campaign for my whole brand of books allows me to make the most of my budget for advertising. Rather than creating an ad for a new release, I can create one for my brand and update the book offerings as I have releases.

For those of you focused on your writing and not at the point of targeting the “not so fun” part of the business end, it’s still important for you to see what authors are doing to promote their work. I talk to many aspiring authors whose eyes glaze over when you share the very necessary business side. They want to believe a publisher will “take care of them” and sell their books, easy/peezy, but that’s not how it works.

I wanted TKZers to see how this might work for you, if you’re not aware of AMS and the Amazon STORE concept, but if you are using it, what are your thoughts? Where do you see this going for Amazon? Is this concept directed at larger companies with multiple products, like a running shoe company for example, or can this work for authors on a budget?

What’s your brand?

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By Joe Moore
@JoeMoore_writer

Why is a reader 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, no doubt. But I believe one of the biggest factors in motivating the 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 produce something that people like and they keep making 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. If you’re looking to put your brand over some products and items to help market your company a little better, look into this company that design branded merchandise.

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. What if 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 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, e-mail blasts, 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 of using a design agency 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.

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?