Branding isn’t something novelists think about much. It seems like something the head honchos at Pepsi and Google should worry about, not the business of an author. And the book marketing gurus always tell us “the author is the brand.” Or is it the series? If the author’s name is big enough on the cover and all the covers in the series look alike, the author is branded, right? Rusch tackles these—and many other—myths, starting with the book’s title. Creating is a verb, and it underscores that an author’s brand doesn’t just happen. A writer has an active role to play, whether she realizes it or not.
Rusch originally started writing CREATING YOUR AUTHOR BRAND on her blog, but questions from her readers poured in and as she started addressing them, she realized she had a book. Rusch has experience in every aspect of the field, from author (traditional and indie) to magazine editor to book publisher, so branding is something she’s thought about from more than one angle and her expertise shows through.
Rusch divides her book into the early and intermediate stages of an author’s career. She breaks down the difference between brand identity (what an author thinks her brand is) and brand image (what the public thinks the brand is). She teaches writers how to identify the target audience and how to inspire brand loyalty. She also has different advice for growing an audience depending on the author’s goals and how many books she has out.
Rusch also does something I’ve never seen another marketing expert do: she cautions against fast growth. Most marketers promise huge sales and bestseller status if you’ll only follow their simple steps. Rusch knows how foolhardy that is. She’s seen firsthand how careers spike and then crash due to over-marketing. Readers are individuals, after all, and you can only grow an audience one reader at a time.
My only quibble is that a few chapters were overly long. Sometimes Rusch takes a little while to get to the main point. I get the sense that she’s thinking out loud (or through her fingers) and a few of her insights were discovered as she wrote them. She could have gone back and tightened those chapters. But sometimes, knowing how the author came to her conclusions is the whole point, so this might not be a concern for some readers.
I like that CREATING YOUR AUTHOR BRAND is conceptual, not prescriptive. Rusch is here to teach the deep principles of branding, not a one-time formula to follow. The latter might be simple, but it will probably only work in the short term. Rusch respects her readers and knows that when we understand the underlying concepts, we can apply them to our own work to keep our branding healthy for the long term.
CREATING YOUR AUTHOR BRAND can be found here.
Rating: 5 stars
This book is best for: intermediate writers
I recommend this book.
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