Your Brand: A Collection of Positive Perceptions
The phrase “strategic branding” evokes a positive response in most publishers. It is the order of the day for serious, successful publishers to make sure their authors are strategically branded—which translates into increased sales. 
Literary agent, Chip MacGregor, gave us permission to share his thoughts about strategic branding (excerpted from a workshop he taught at a writers’ conference):
Strategic branding has been very popular in mainstream advertising but is now finally making its way into publishing. Your brand is what you are known for. When people hear your name, what they think of… that’s your brand. It’s a collection of positive perceptions.
One thing is for sure. You can’t create a brand different from who you are in print… and announcing a “brand” does not make it so. You can print up business cards that say “America’s Favorite Counselor” but if you are not known nationally as a counselor of many people spanning generations, races, educational and professional backgrounds, then you’re saying you are something that you are not. Coming up with a snappy slogan that sounds good but does not really describe who you are and what you deliver is a waste of time. It’s got to be authentic.
A brand should be a promise consumers can believe in… you should be able to say “this is what my message is and what I deliver.”
Artistry comes when you find “your voice” and your voice, through the written word, has appeal.
So ask yourself…
- What’s my voice?
- What promise am I going to make to consumers?
A brand reveals who you are, what you write, why you’re unique… it’s tied to you specifically. Every time someone gets in touch with you, this is what they get. It creates trust with the consumer, and it creates an emotional attachment between the reader and the author.
Having a brand makes selling easier and is the key to growth.
Ask:
- Who am I?
- What do I write?
- What’s my product?
- How do I position it?
Then:
- Identify what’s unique
- Define what you write
- Describe your uniqueness
- Describe the promise you offer
The real work in branding is persistence… consistently offering the same message.
If you’re not ready to promise your readers something, then don’t even go there.
Ask yourself:
- What do people like about your work?
- What do they trust?
- When they see your work, your name, what are they thinking?
- What do you do best?
- What do you like to talk about?
- What themes are always in your writings?
- What requests do people make of you?
- What complaints do people have with you?
- What do you do that gets noticed in your writing?
- What’s the need you are writing to?
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