Make Author Branding Absolutely Pivotal in Your Book Publicity

First, get a book publicist who really gets the big picture.

Welcome to the new world of book publicity, where the best publicists are big on author branding.

Now, don’t get me wrong. I am well aware that authors hire book publicists for their media chops, not for branding. Besides, their media capabilities and connections are the coin of the realm, culminating in critical mass coverage that many authors can’t achieve on their own. But as both the book publishing and media worlds continue to change and evolve, so too must book publicists. And that begins with the big picture: building an author’s brand.

So, whether you are a new or seasoned author, set yourself up for success and get a book publicist who really gets the big picture — melding their media chops with author branding, by making branding absolutely pivotal in your book publicity. How? Here are a few specific ways, for starters.

Distinguishing your identity

Author branding is about crafting a unique and authentic identity — a so-called “lane” that differentiates you from others in your field. This goes well beyond promoting your bio and body of work; it means communicating your core values and aspirations, and conveying how your work actually serves people and makes a difference in the world. As Jeff Bezos once said, “Your brand is what other people say about you when you’re not in the room.”

Building trust and credibility

Author branding is about earning people’s trust and establishing credibility with them. This means not only demonstrating a deep commitment to your work, but also forging an emotional bond with others, first by illustrating that you genuinely understand their challenges or pain points.

Making connections with your target audience

Author branding is about making real and repeated connections with your target audience, whoever they may be. This means showing up in the right places, with the right purpose, time and again. Yes, your media coverage is crucial here, but so are your website, your social channels, and the many other aspects of your platform.

Creating ongoing content and awareness

Author branding is about creating an infinite stream of content, with the kind of style and substance that gets people’s attention and keeps them coming back for more. The significance of content creation today cannot be overstated; in fact, it has never been more essential than it is now, perhaps especially for authors seeking to raise their public profile.

In closing, keep in mind that any type of branding is an ongoing journey, calling for unrelenting consistency and commitment. For an author, however, the first step is pretty simple: get a book publicist who really gets the big picture; who melds their media chops with author branding; and who makes branding absolutely pivotal in your book publicity. No doubt, you’ll set yourself up to succeed.