Phase 1 Getting Organized
Chapter 1 Personal Branding 101
All of us need to understand the importance of branding. We are CEOs of our own companies: Me Inc.
Tom Peters
When I ask authors how they feel about online marketing, the answer I get most often is, “I feel overwhelmed.” I understand that feeling, but it doesn’t have to be that way.
There has never been a better time to be an author, because for the first time authors have direct access to their readers. While there is more competition in the marketplace, there is also more opportunity.
The biggest challenge for most of my clients is finding the time to build their brands and market their books while writing the best book possible. To thrive in today’s competitive markets, personal branding is more important than ever. Your ability to successfully execute your online marketing plan will help you capture and hold your reader’s attention.
By reading this book you will have already taken the first step toward accepting your role as the marketing director of your career. You can begin your online marketing work as soon as you have an idea for your book. You will find that it is easier to get an agent and/or a publisher and certainly easier to build your audience if you have already built a personal brand online.
When readers identify with you and your brand, they feel loyal and connected to you. It is important to respect this loyalty and make sure you are providing the best information possible. For every author, building a relationship with readers should be a top goal (after making sure the book is the best that it can be). By identifying your ideal audience and reaching out to them, you will be building connections with your readers. As marketing expert and author Seth Godin says, “Make a dent in the conversation among your chosen audience. As more people talk about your book, the more people will be buying your book.” He’s got that right.
With social media, readers and authors can connect like never before. Google searches, micro-communities, and niche marketing give authors unprecedented access to their readers. There was a time when authors could only guess about the people who read their books. Today, authors can not only know their readers, they can be friends with them.
Readers today are tech savvy and resourceful. They know how to get the information they need, and they have high expectations from authors. They don’t just expect a new book, they expect a community along with their book. You’ll need to evolve your marketing to accommodate this new kind of reader: a reader whose loyalty you can have—once you have earned it. Is that too much to expect? Perhaps. But this is your new reader, and she will stay with you if you stay with her.
Many successful authors have done an enviable job of branding themselves and their work and building reader communities around their books. Their brands are so commonly known they can be described in a word—marketing, vegan, wellness, yoga, entrepreneurship, leadership. You may not have read their books, but you know what they publish. Their communities trust them. People who share their point of view flock to their sites. If your audience can effectively describe you and your message in a word, you have established a clear, powerful brand.
Tip for #BusyAuthors
If you don’t invest in your brand, no one else will either.
What is your online brand?
The best part about online marketing is that it levels the playing field. We are more connected than ever before so the author with the biggest marketing budget doesn’t always win. Although establishing your brand takes time and consistent effort, the world of social media can speed up the process of creating connections. Yet with all this interconnectedness, how do you prevent your brand from getting lost in all the social media noise?
The answer: Be uniquely you. Aim for authenticity. Take some time to consider what you want people to think of when they think of you.
Every year I attend a branding conference at Columbia University called Brite. I love Brite because it gives me a chance to step outside the book publishing industry and hear success stories from other industries.
A couple of years ago, I heard a presentation from Mary Beech, chief marketing officer of Kate Spade. I was so impressed with their branding mission and how clearly they knew the “Kate Spade girl.” She said that “without a clear brand voice, social media can be paralyzing and downright detrimental.” I agree.
It is important to make your brand as clear and compelling as possible. If you had to go around a room and describe your brand to a group of people, could you do it in just a few sentences? You want people to gravitate toward you because they identify with your brand, so keep it impactful and interesting. Here are some questions that can help you think about your personal brand.
Tip for #BusyAuthors
A personal brand statement allows you to carve out your niche and helps you decide the content and tone of what you share.
Questions to help you identify your brand
As you answer these questions, remember that this is not an elevator pitch. You don’t have to share these responses with anyone. It’s just a way to get clear on your personal brand.
What skills do you possess that you can speak honestly and confidently about?
What do people say about you?
What is your greatest strength?
What type of information can you share to offer value?
What are your passions?
What type of personality do you have?
What are your natural or learned gifts?
What topics are you most often asked about?
What problems are you solving with your book?
What makes you stand out?
How do you differ from others in your same niche?
Here’s a sample of my brand statement once I was done with this exercise:
I help authors and publishers promote their books online. I have 20 years of experience, which allows me to advise my clients and readers on the most effective and efficient methods for building their brand and promoting their books. I am enthusiastic and passionate about my work—some even call me a true believer. My curiosity and optimism has made me a natural risk-taker and has kept me ahead of the curve. My mission is to demystify online marketing and give practical, jargon-free advice.
In this brand statement are clues about the content I share on social media. I usually give advice about book marketing, share my enthusiasm for all things digital, express the joy (and hardship) of being an entrepreneur, and keep my tone upbeat and optimistic. I may mention other things, but I quickly come back to the content that builds my brand.
Now it’s your turn: Write down your brand message and look for clues for your brand voice.
One more exercise: Looking at my brand message, I could share information about:
1．__________________________________
2．__________________________________
3．__________________________________
My brand voice is: ___________________________ and ________________________________________
Here are some examples of brand voice: upbeat, optimistic, serious, creative, fun, hip, artsy, funny, silly, whimsical, personable, smart, educational, inspirational, helpful, trendy, classic, sassy. Please stay away from snarky. It usually doesn’t play well online.
Many people struggle with what to say and share on social media. These exercises should help you decide on your content and your voice. When in doubt, look at the list you’ve made and decide if the content you want to post fulfills your brand promise.
You’ve got a start on your personal brand. What should you think about next? Think big—explore your dreams for your book.