Writers are entertainers. We immerse readers in a magical world, letting them escape with our words as a guide. If a reader enjoys your ride, chances are they’ll seek you out again. And again.
This week I read a lot about branding yourself as a writer, thanks to writing friend Jill Corcoran. The subject isn’t foreign to me, having worked in marketing for a decade. But just what is branding for writers? Developing a consistent style in your stories, offering readers a place that’s as comfortable to return to as their favorite chair. It’s not about writing books so similar that no one finds value in buying more than one. It’s about finding your niche in the publishing world and working within it.
Let’s compare this idea to chain restaurants in the US. Why are they popular? Diners know the menu, they know exactly what to expect. Olive Garden promises that the chicken parmigiana in Spokane will taste the same as the one in Cleveland. They don’t just sell unlimited salad and breadsticks, they serve predictability and comfort. Repeat diners know they’ll enjoy their meal.
People often buy the same laundry detergent, the same rice and the same cheese year after year. How many of you use the same brands your mother bought? Consumers will buy an item simply because they know it and they don’t know the competitors.
Brands also have unique qualities that make them more attractive than similar products. I prefer Barilla Plus pasta because it has added protein without a significant change in flavor. While it’s just pasta, it’s very different from the other noodles on the grocery shelves.
As a new writer in an increasingly difficult book market, developing a brand may give you an edge over the competition. When I think of Grace Lin, I think of whimsical illustrations with colorful patterns like origami paper. John Scieszka? Fairytale spoofs. Roald Dahl writes humorous, fantastical tales. Think about some of your favorite authors and what kind of feelings their name brings to mind. You want to elicit that same kind of recognition when readers think of you.
On the flip side, author K.L. Going admitted that her interest in multiple genres makes it difficult for readers to get a handle on her. At the Rutgers One-on-One Mentoring conference last October she said, “You never know what you’re going to get with a K.L. Going book.” She suggested not doing this as a new author, although she also encouraged us to write what we love.
But what if we love crossing genres? What if writing a supernatural YA mystery comes as naturally as a quiet non-fiction picture book? Perhaps you can be predictable in your unpredictability? Isn’t that a brand as well? Sure it is. But is it one you want as someone who’s trying to break into a tough, competitive business? Agents and editors tout “high concept” in novels, so why not come up with a “high concept” for yourself?
I realize that branding yourself as a writer is a complex task, especially for someone new who is still experimenting with style, genre, voice and subject matter. Stories are more complex than shampoo. You can’t guarantee thicker, fuller hair and a fresh lavender scent with each turn of the page. So what do you guarantee your readers?
Ask your critique partners what your brand might be. What perceptions do they have about your stories? What qualities in your writing are consistent? What do they look forward to when you hand them a new tale? Where does your work really shine?
You might have a very good idea about what your brand is. But remember that branding is all about someone else’s perception, not yours. You can have an image or a message you wish to relate to your readers, but are you sending it? Start asking around. Get to know your own brand so readers can get to know you.
What are you thoughts on branding for writers?
Writing for Kids (While Raising Them) 
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January 9, 2009 at 4:36 pm
Kevin Michaels
Excellent POV and insightful take on branding.
I think we can look at branding from both a reader’s point of view, as well as the author’s. As readers, there’s a familiarity and consistency with the authors we choose- we know what we’re getting with the writers we read (and look forward to repeating familiar experiences as you note). I think in a lot of cases it comes down to credibility and voice – once both are established by the writer, readers come to expect and look forward to it. Other than John Wray and Michael Chabon, I can’t think of too many writers who have bounced from genre to genre and changed styles successfully over time.
As a writer, it’s all about the story I want to tell and the method I want to use to tell it (I want to tell stories that go some place and strike a responsive chord in my readers). But I also know who I am and what readers might expect from me, and in some ways that keeps me focused both stylistically and thematically – it forces me to work within the confines of that brand. For me, that kind of structure is a good thing that allows me to channel plots and stories differently.
January 9, 2009 at 5:17 pm
tara
Interesting how selling books is different from other forms of entertainment, like music and movies. Madonna has changed styles in order to stay on top–for her, the song does not remain the same. Actors can also get pigeonholed into particular roles so they choose diverse projects. But with books, a successful initial title can lead to a series. Ha, I’m sure I’m oversimplifying. An actor or music artist’s brand relies heavily on appearance. Not so with an author. I mean, who knows what Lemony Snicket looks like? Could you pull Judy Blume out of a line-up?
I have been told it’s important to stretch yourself as a writer, to challenge yourself in order to hone your craft. But how many writers have done well selling titles completely foreign from their core? I wonder if we can come up with a larger list? Can I add Joyce Carol Oates to John Wray and Michael Chabon?
January 9, 2009 at 6:04 pm
Shari
Great, thought-provoking post, Tara. Thanks! 🙂
January 14, 2009 at 6:07 am
Katherine Battersby
Hi Tara
Great post. Certainly added to my thoughts on the subject. I’m really torn about the whole branding issue. I too feel it’s very important for your marketability as a new author, but sometimes am not sure where I fit. I find myself writing in two distinct styles – serious emotive stories and quirky humorous ones. I’ve had short stories published within both genres, but have a sense that the genre of the first novel I get published might pigeon hole me a bit, or what a publisher might want to see from me. All food for thought.
Really enjoying your blog! I’ve recently started one myself (it’s a time for new years resolutions!)
January 17, 2009 at 11:04 am
Linda
Insightful post. And perfect timing – I’m currently genre-confused! But I think while it is important to establish ‘brand’, it also is important to continue pushing yourself creatively. I think of authors like Iris Murdoch and Margaret Atwood who reinvent themselves across genres and styles.
Before I wrote, I ‘did clay’. But this I mean I threw pots and extruded pipe forms and pinched pots and sculpted and carved tiles. I worked in terracotta and porcelain, stoneware and precious metal clay and fimo. I worked large, and small; fired low-fire and high; used raku and wood fire and gas and electric techniques.
As a ‘clay doer’, I had no brand. My friends who did found themselves mass-producing – and marketing – their wares. And many burnt out.
I write the way I do clay: as the idea snakes through my heart and mind.
Provocative post – thanks. Peace, Linda