Apple iPhones. The Huffington Post. Coke. Everything we consume, from technology, to media, to a sugary soft drink, has a brand that defines it and determines how we relate to it.
Take Coca-Cola, the most recognized brand in the world. The association this company has created is more than just the enjoyment of their carbonated beverage. It’s one of fun, freedom, and empowerment. Their branding continually invents fresh ways to tap into the nostalgic aspects surrounding a product that has moved through generations, connecting grandparent to teenager, and merging new times to past decades.
What about branding for people? Business people, celebrities, and politicians all develop their brand with the help of managers, agents, publicists, political handlers, and advisors. The same can be true for author-experts. A focused brand-building strategy, with the help of a good book publicist, can turn a non-fiction author into a recognized thought leader, who then becomes a sought-after speaker, media commentator, and professional consultant.
Branding YOU – the Author
You’ve invested a lot of time, energy, money, and hard work putting all your knowledge and experience into a book. You did this in order to motivate and inspire others. A book can do just that if it reaches the right readers, but an author with a great brand can use his or her book to move and motivate people even better.
Books and brands go hand in hand. Your book is a great tool that can help you establish your brand. And a well-defined brand can help you sell books and reach the right audience for your message.
How Does a Non-Fiction Book Writer Create Their Author Brand?
Here are some tips for establishing yourself as a thought leader with a compelling brand.
Create a descriptive identity. One of our authors is a physician who’s dedicated to helping patients navigate through the new healthcare system. We call her a “patient advocate.” Try to find a descriptor that suggests action: business ethicist, weight management coach, job interview consultant.
Know your top three areas of expertise. When positioning yourself as an expert, it’s important to be able to articulate several “big idea” areas where you can make a meaningful contribution. So, for example, our weight management coach specializes in emotional eating, diet motivation, and healthy body image.
Formulate a cohesive image. The key to personal branding is specificity. You don’t want to be known as a couples therapist/musician/quilter. Stick to one main identity so you can coordinate messages tailored to your target audience. A good publicist can help you make your social media pages and your website messages cohesive and consistent with your main brand.
Craft “branded” messages. Once you’ve built a solid brand and you’ve got a website and social media pages that reflect this brand, you can write guest blogs, comment on others’ blogs, and design talks and workshops that reflect your special area of expertise. Create content that’s well-written, provocative, useful, interesting, and memorable. Refer to your brand often: “As a job interview consultant, I notice such and such.” Pretty soon, people will associate you with your brand, and they’ll view you as a high-quality, valuable expert and thought leader.