I have been thinking a lot about brand-building. As I put aside my WIP to give it a good think, I wonder if I am successfully carving out my niche. I need to communicate my core identity, and I need to communicate it well. I’m not just a writer. I am a…
A what?
That’s the part of the core identity I need to establish in the writing community. I need to define who I am as a writer.
As writers looking to brand ourselves, we have to ask and answer some questions so that when people hear our names, they know immediately who we are, what we’re all about.
For starters, I need to understand that the writer Kathryn Johnston and the human Kathryn Johnston are two separate personalities that work together. How would I describe myself as a writer? How would I describe myself as a person?
Now, because I will be a published author soon 
I will be out there, in public, meeting people, talking about myself and my writing. How do I want the public to view me?
All of these questions should lead me to a common group of descriptors that I would use to describe myself as a writer, a human, and how I’m perceived by others.
Once I’m out there, people naturally dig deeper. They want to know more about me, so I need to be prepared to talk about my achievements, what I’ve been working on. Now, I don’t have a long list of writing projects, but this is okay because I can’t forget the other part to my brand—the person Kathryn Johnston. I need to include those achievements, too.
Many people like a person with a plan. They don’t want to hear that I’m mucking about on FB or Twitter just because it looks like fun or because everyone else is doing it. What are my goals for the short-term (short-term will be defined differently by everyone)? What are my long-term goals (again, defined differently by different people)?
Here it gets interesting. Already, I can see how my goals will directly correlate to the kind of person and writer that I am. Additionally, it would make sense that my goals should spin off from my accomplishments. In other words, if I completed a novel (accomplishment), then my goal should be to get it published.
Below, I tried answering the questions. Hopefully there will be something that can help me in branding myself.
- Who am I as a person? I am a mother. I am a wife. I am a friend. I am reliable. I am kind. I am strong-minded. I am helpful. I am resolute.
- Who am I as a writer? I am dedicated. I am motivated. I am strong. I want to learn and grow. I share knowledge. I persevere. I get up at 4am to write.
- How do I want to be viewed by the public? I am not a quitter. I am enthusiastic. I build relationships. I am supportive. I am hard-working.
- What are my accomplishments? I have a short story published. I completed a novel, mainstream fiction. I wrote the framework of the sequel. I survived two NaNoWriMos. I won a writing contest in my local community. I teach creative writing to children. I am a freelance writing coach and editor.
- What are my short-term goals? Fight for my WIP and get it published. Expand my writing coach business. Continue building and enhancing relationships with others in the writing community.
- What are my long-term goals? Write and publish more books. Make a living as a writer. Own a writing studio where I can teach creative writing workshops and hold seminars. Found a writing competition for writers looking to break into the field. Remain available to all writers from all walks of life.
I will continue to tweak and sculpt these tidbits until I am fully comfortable with my identity, both now and ongoing. Then I need to put it all into action. This is who I am, who I want to be, and I have to be ready to back it up.
How about you? Have you figured out your brand?
Great post, Kate. It doesn’t surprise me that you’ve put this level of structured thought into who you are and what you’re trying to achieve beyond simply, “Get a publishing deal”. I know, like me, many people will be inspired by this exercise to do the same thing!
Your creative writing studio sounds idyllic. I’d love to come over and present at one of your seminars!
Yay! Then you’ll be my first presenter, lol. That’s exactly the kind of thing I have in mind, to bring in people who are knowledgeable in one element or another and present a mini-workshop.
I have to admit, for a long time I was just “must get published’ until I realized I needed a plan for that to happen. I haven’t always been a proactive sort, but in all truth, I think having kids changed my lazy, half-arsed ways.
I think you’re building a great brand and your blog really shows it off. Good luck with your WIP, I’ve got everything crossed for you. If you ever need feedback let me know!
Hi Victoria,
Well, thank you very much. That means a lot coming from such a well-versed blogger yourself!
Thanks also for the offer. I will definitely let you know.
Yes, I have Kate! (LOL!)
You’re doing a great job! In regards to creating a brand, It can be very hard for writers to see “ourselves.” How do we want the world to know our brand?
This is why writers need to create a tagline. The best advice I ever read on the matter went something like this… Visualize handing out printed materials such as business cards, book markers, etc to accompany those published books. What does your tagline say? It is also advised that this tagline should be done in 10 words or less!
Mine is inspired by the books and my personality
Pretty cool, huh?
So cool! I hadn’t heard that piece of advice before. I keep telling myself that I need to get some business cards made up. I like the idea of book markers, too.
I only have a tagline for my WIP, it’s not 10 words or less but it is one sentence. I don’t have a tagline for my brand…although I do have something similar written on my Twitter account to describe myself. I’ll have to take another look at that to see if it might be workable in the sense you’re referring to.
I like your idea of your tagline being inspired by books and personality. That covers both essential parts of you, doesn’t it.
You’ve got me thinking, Christy. Thanks for the great tip!
You’re welcome, Kate!
Yes, we create taglines for our books, but the brand tagline is separate.
While it took a while to discover, ultimately, I wanted a “trifecta.” Meaning…the personality, books, and content of the blog should have a similar focus.
When I get more time, I plan to update my social media profiles to correlate with this.
Yup, the ‘trifecta’ strategy makes a lot of sense to me. I think people want to know what they’re going to get when they open your book, or peruse your blog, or go to one of your conferences
That’s not to say we want to be so transparent that we’re boring. But we want to look like we have a solid grasp on who we are and who we want to be.
Thanks so much for your extra tips. I’m going to add them to my “brand-building machine” and see what comes out!
Eek! Another thing to think about!
I do love your #6. Great post.
Hi Kathils,
haha. I know. Just having to write this post stressed me out a little bit because brand-building is yet another job! I like #6 too because it feels like I definitely am moving in a forward motion!
Thanks for commenting.
Kate,
This is so fascinating. I have been struggling with this for so long myself. Honestly, my inability to brand myself has been one of the biggest stumbling blocks for me to move forward in any capacity of my life. I mean, I have always wanted to be a Renaissance woman, able to pursue whatever interested me at a given moment. But people keep emphasizing the need to build a brand. Write one type of book and build your name in it. However, the other day as I was reading a collection of Steampunk short stories, I noticed that those (established) writers write cross genre all the time. It has made me more confused then ever.
I don’t know who I am anymore.
I may try to answer these questions myself to get me back on track.
Lisa
Hey Lisa,
It’s really a tough spot we find ourselves in. I know what you mean about being confused as to who you are. Recently I started writing blurbs in the sci fi/fantasy genre for a contest. I have never before written in either of those genres. I’m a mainstream fiction writer.
When it hit me that I was expanding my horizons, stepping out of my comfort zone, whatever we want to call it, I realized that I have changed as a writer. It happened when I wasn’t looking. So, of course it meant that I had to reconfigure how I present myself in writing circles. It is mind-boggling.
I think crossing genres is becoming more and more popular, and I too have resisted narrowing down who I am. Like you, I feel like I’m everywoman, doing anything that comes my way. But I feel like that is an easy way out (for me, anyway), so I forced myself to sit down and really get nitty-gritty about my identity. It wasn’t as complicated as it might look.
Definitely try it. Let me know what you come up with! Thanks for commenting.
Hmm, I’m going to have to turn this over and think about my own answers, but it seems like an excellent exercise! As always, you make me think more, which is quite a feat first thing in the morning as I’m working on my coffee still
Hi Julie,
Haha. Anytime I can make people think early in the morning means I’m doing my job well
It really is a good exercise. It took me a while to come up with those answers, and I know I’m not quite satisfied. I’ll either add or refine or omit. The ultimate goal is to bring it all together, a blending of flavors that creates one super taste!
Let me know how it goes when you put something together.
This is a great post, and very timely for me. I am constantly thinking about “brand.” I just put up a author website that I really don’t feel comfortable showcasing until I’ve got my novel published. I do, however, keep adding the articles I’ve written, to it. My blog is something I love to do, but it’s definitely not just a writing blog. It’s about everything and sometimes wonder if it holds me back. I mean, pet chickens don’t really help me out in the publishing world…? On the other hand, when my WIP is published
I have a feeling I will still want to write my blog the exact way I’m writing it. If an author I loved had a blog that was about his/her life, and not just writing, I think I’d like to read it. Love your goals. Love your structure. Still haven’t connected on Twitter – it scares me. If I blog, email and tweet, how will I ever settle down and write? But writers do tell me that’s how they keep up with one another and it also pushes their “brand.”
Sorry for the book. Excited to see you at Writer’s Day!
Welcome back, Amy!
Is your author website published-can I find it if I google it? I do know what you mean about feeling anxious with showcasing it. I felt that way last year when I decided to build this WP blog, knowing all I had to my name was one published short story. I felt like I had no business doing this. However, I am really glad I did, because as you mention, I have met some of the most wonderful, supportive, knowledgeable people around.
I honestly feel like I belong to a community that is a significant part of the writing world. Suddenly I don’t feel so anxious or inconsequential. The other benefit is how much I have learned from engaging so regularly with other writers.
All of that really has impacted my brand. I discovered that I was helpful to other writers and how much I liked that. Hence, that has become part of the identity that I want to create.
You know what, adding my personal life to my blog has been the one thing I haven’t done and the one thing that has bothered me about this game. In one sense I would like to share experiences I have with my kids, or my parents, etc. In another sense I feel like you do — who really would want to hear about any of that? Or worse, what would my mom think if she knew I was blogging about her cataract surgery?
I should try it, see what happens and go from there.
Yes, I can’t wait for Writer’s Day. I’ll have your ms done by then, too, so we can chat about it during downtime if you like. Or even go out and grab a coffee after the conference?
Thanks Kate. Yes, you can google it…amymakechnie.com. Yikes. It’s nothing, really. My blog is still maisymak.blogspot.com and it’s connected to my website so you can go back and forth. Your website is awesome – you definitely have a brand. Good work!
Great! I will go check it out…
This post is defintely being bookmarked as a must-do exercise! I’ve only given passing thought to the “branding” concept. I’m not someone who’s good at marketing herself. And I know that has to change if I’m going to be published—either traditionally or indie.
I’d love to ATTEND your seminars and hear you and Sally!
Hey JM,
I am not all that comfy with self-marketing either. But I am better than I was a few years ago. The blogging definitely helps. And think about this: you’re already marketing yourself just through your website and by commenting on other blogs. So, approach this stuff as an extension of what you are already doing. It’ll be a piece of cake. (Just try to keep those zombies out of it, okay?)
Haha, yes, Sally and I will send you an elite invitation to our seminars!
I asked myself this a while back and got a little stuck. I managed to put together a list of what was important to me as a writer, then me as a person and realised, as you say, that they do, almost go hand in hand. Writer me; Ileandra Young and private me, though they have different goals are still the same person and its important that I don’t completely separate one from the other.
Its one of the reason my blog talks about me and my life as well as my writing; its important that both parts are connected (even if I’ve managed to never once mention my real name on the blog!).
Its certainly something I need to think more about going forward; its going to become increasingly important as I look into self publishing. The ‘Ileandra Young Brand’ will need to be clear in my mind before I have any sort of hope of selling anything and being comfortable in doing so.
Hi Ileandra,
Isn’t it funny what we don’t realize until we sit down and really analyze it? I had no idea the writer me and the human me had similar qualities and desires. When I discovered that, I found it a little easier going to carve out my niche.
Ah, yes, self-publishing. This will likely be a huge factor for you because you won’t have any other name backing you. Not that many traditional pub houses do a lot of marketing these days but it is a different, tougher playing field in the self-pub world.
I think once you sit down and really hash it out, you’ll find something really solid to work with. Let me know how it goes for you!
10th Dan Writing Guru, your blog on building a brand is so KJ (You sound like an inspiring motivational writing coach). This is so much fun watching you develop. I just wanna be around to watch your rose petals blossom. It is so inspiring. It may be a while before I create a brand. I’m still at the, I wanna just finish my book(s) stage.
Hey Brian,
lol, well, if I sound like a writig coach that’s a good thing, ‘cuz that’s what I do freelance.
I hear you. Building a brand is really difficult to do when you’re also building a book. I think a lot of it comes when you’re not even looking. So, when you are ready you might be pleasantly surprised that some of the work is already done.
Thanks for stopping by!
Tough questions Kathryn! But necessary ones. Thank you for sharing your branding journey. I struggle with this question because I have two totally different manuscripts I’m trying to get published–one is YA and one is clearly for adults. The voice, the writing style, the characters–you’d swear they were written by two separate human beings. I think I’ll probably have to build two brands and use a pseudonym for one novel.
Hi Kourtney,
Hmm, yes I see what you mean. But I wonder if a lot of who you are still plays a part in both books. You might have to really dig, but I would be willing to bet you could find some similarities.
Thanks for commenting.
After having seven books published, I’m still trying to figure out my brand . . . you’d think it be easy! One of the reasons I started blogging was to try and get some sort of brand identity out there.
It’s very wise of you to think of this early in the process!
Gosh, do you even need a brand after having published 7 books! lol.
I bet you’ll come up with something soon. I think a lot of it comes through the blogging process, too. Even just reading comments from people I get this idea in my head about the type of people they are.
Thanks for stopping by!
Great post. Writers have to work so hard these days, not only do they have to write THE BOOK, but they have to be experts at marketing themselves! I try to look at it this way … imagine you’re a reader telling another reader about a new book you really like. What would you say about your book? Voila, you’ve got your brand. The most important thing is how the reader perceives your work, so take your cue from them.
Hi Nancy,
Great advice from a great author!
That makes sense, actually, and takes a lot of pressure off the whole process.
Thanks for stopping by.
Great post, and really useful: thanks! Those 6 questions are so relevant, not just for writers but in all spheres. I was chatting with some other postgrad students the other day about how academics often create their own ‘brand’ – and how you can often tell their area of specialisation (particularly eras of literature) by their clothes.
Kourtney’s comments on multiple brands are interesting – there’s definitely a strong argument for going down that route in certain circumstances.
Hi Rachel,
Very true, this strategy could be applied in any profession when you’re looking to sell a “product.” I didn’t know that about using clothes as a way of detrmining someone’s area of expertise. That is quite interesting.
Yes, Kourtney got me thinking about that as well. I think it can be done, by the right person and for the appropriate reasons. I wonder how best to apply it so that you’re not spreading yourself too thin?
Thanks for commenting.
This was an interesting read. Your long-term and short-term goals are very similar to mine and I sincerely wish you the best of luck with everything! Let’s hope that one day we can meet at a convention somewhere, as authors, and have a nice chat.
Hey Fredrik,
Glad to hear that you are also working on your brand and that you have some goals ahead of you. Meeting you would be great! And I would have your book in hand, begging for an autograph. I wish you the best of luck as well.
Thanks for commenting.
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