I know you’ve heard pr people mention the word “brand” and thought, “what is she talking about?” Well, here’s a quick and easy discussion of what an author brand is,how it works, why you need it and what to do with it.

WHAT IS A BRAND?
First off, let me give you a concept to wrap your brain around. The word “brand” is used to refer to a product or company name or anything unique that identifies something using a logo or trademark. Many people think the marketing term brand was actually borrowed from the cattlemen in the 1800s when there were no fences and cattle were marked as belonging to a person via the brand on their hides.

The marketing term or concept grew out of a need to identify products and developed into a serious approach to why consumers were attracted to a specific product and how they made their purchasing choices. Author branding is an extension of that effort.

WHAT IS AN AUTHOR BRAND?
Today when we talk about an author brand we are talking about building an image, perception or identity that is used to create “emotional Velcro” first, a perception of higher quality second and that little “something special” that no one else can offer third. Here’s an example: When someone walks into a bookstore to purchase a novel by Nora Roberts, they don’t say, “Can you tell me where I can find, The Three Fates?” They say, “Do you have the latest Nora book?”

As an author with a book to sell, I decided early on to learn as much as I could about the marketing aspect of the writing and publishing business that most authors know so little about. After all, we like writing and that is what we do. If we liked marketing, we would have gotten into that line of work, right? Well, the truth is that you may have written an incredible book, but no one will know about it and will not buy it unless you take steps to get the word out.

Whether your book was published in the traditional way or is self-published, it is your baby and no one other than you can speak as effectively regarding all aspects of it. No one will know as much or will be as passionate about it than you are. Luckily, there are relatively simple things you can do to publicize your work yourself. Furthermore, with technology being what it is and continually evolving, authors have more resources than ever at their disposal. Below are just six of the resources available to assist you:

1. Get a Website: In this day and age, it is important to establish an internet presence with a website or blog. In this medium, content is king. Utilizing your website to provide information about your book and area of expertise will help you to more quickly and easily connect with your audience.

“If you really want your book to fly, you need to know that the reality of the publishing business is that publishers print and distribute,” says David Chilton, author of The Wealthy Barber. “The author has to be willing to promote the book, because no one else will.”

1. Create a brand name. Laurie Pawlik-Kienlen is The Adventurous Writer (that’s me!). Jack Canfield is Chicken Soup for the Soul. What’s your handle, your shtick, your brand name? Pick something that appeals to you and projects the image you want for your writing career or company.

2. Repeat yourself. “Repetition is key to creating a brand names,” writes Kremer in 1001 Ways to Market Your Books. “If you decide to try to establish your company name as a brand name, repeat it in all your ads and feature it on the covers of all your books.”