Author Branding—Harnessing the Power of Digital Age Storms
Ahhh, the new buzz word, BRAND. What exactly is an author brand? Great question. Branding has gone through a major transition over the past decade. The globe is more interconnected than ever in human history and this trend is increasing exponentially. We’ve seen the fall of major gatekeepers and a complete shift in consumer buying patterns, making discoverability a nightmare in The Digital Age.
Proper branding is one of THE most critical elements of author success. Brands that are outdated, boring, rigid, abandoned, fractured, negative or nonexistent are not only unhelpful, but they can spell disaster to our career and
eating earning potential as artists. An author brand has to fit in the new paradigm. If we live in a world that’s changing hourly, our brands have to be able to bend and move and shift with changes.
Being a total history nerd, this makes me think of that definitive battle between the Spanish and the English when King Phillip II made an unsuccessful attempt to invade Elizbethan England. At the time, there were major tactical and technological shifts regarding the way that battles at sea were conducted.
The Spanish Armada was the shining example of traditional sea warfare—towering ships that were more like floating fortresses. The galleons rode high out of the water, making them slow, not very maneuverable and difficult to sail.
On the other hand, the English captains (in particular Francis Drake and John Hawkins) relied on a new form of “race ship”. “Lower in the water, with a long prow and much reduced fore and after castles, these sleek ships carried more sophisticated forms of rigging, enabling them to sail closer to the wind, making them faster and more maneuverable than the Spanish ships.” ~BritishBattles.Com
Long story short, the English ships could take advantage of the elements (high winds, rough seas) and were far more maneuverable. The Spanish fleet was too bulky, and, when battered by North Sea storms? Very expensive gold-plated splinters. Spain lost almost their entire fleet and this defeat of the Spanish Armada marked the rise of the English Empire.
Why do I give this story? Other than it is COOL?
Brands in The Digital Age are encountering the same tactical and technological changes. We are no longer part of the rigid, massive, virtually immobile TV-Industrial complex. We need to be innovative, creative and build a brand that can harness change instead of being splintered by change. Algorithms shift constantly. Social platforms come and go and change tactics. Trends shift. Tastes shift. We need to be able to use these changes to power momentum.
As you know, tonight is the beginning of WANACon (details below) but we always launch with PajamaCon, which is FREE. We are going to hang out in jammies, have fun and I am going to talk about what it means to create an author brand.
• What is an author brand?
• How has branding changed in The Digital Age?
• Outdated and ineffective branding approaches.
• How much time should we invest in branding?
• What are ways to keep a brand flexible?
• Practical ways to grow our author brand.
WANA is all about helping authors, so PajamaCon is our gift to you. I’ve done all the dumb stuff so you don’t have to. There are ways to brand that will make you cry and end up curled in the fetal position with a bottle of tequila. It’s much better to start building properly than to have to rip down to the foundation and start all over. Brands take time to build, so even if you’re just now working on that first book? BEGIN TODAY.
Yes, branding is critical, but a good book is as well. I can tell you as a long-time content editor that it can be VERY costly. This is why I have added in some killer prizes for attendees.
You, me, your book, bandages and suture-kits. Either I can help you fix a book that’s not working or plot one with you that WILL. So if your book is on life-support, DOA or you’re lost and can’t find your original idea? I can help. If your brand/blog makes you want to hurl yourself into a leaf-chipper (been there), here’s your chance to get one-on-one time with moi for some help.
So, WANACon is here. PajamaCon is a gift (CLICK HERE FOR INFO) and gives you a chance to make sure your computer is set up properly if you choose to join us for the conference. If not? Still a fun time and a chance to learn. SIGN UP for WANACon HERE. Also, AGENT PITCHES are available. You can SIGN UP HERE.
Since my goal is to see you guys succeed, I am offering three BIG prizes for WANACon Attendees. Grand Prize is The Book/Brand Combo. I will personally consult to either assist in plotting a new book or fixing one that doesn’t work. I will also consult you personally on your brand and give you a plan for SEO, content, everything. Book Prize is I work with you to plot or fix a book. Branding Prize is I personally consult you on your brand, teach you about SEO and lay out a plan.
EVERYONE who attends WANACon automatically gets ten entries. Encourage a friend to sign up and you earn 25 additional entries and the friend who signs up gets 15. Just make sure to tell us who referred you. WANA is committed to helping you realize your dream.