Branding is more than a logotype or a genre to write in…
I’m still thinking about the breakfast seminar I attended yesterday… Bear with me. In it, the number 76 was imprinted (branded?) on us. 76% of all marketing efforts of companies selling primarily online was aimed at strengthening their brand, NOT to promote specific products or getting people to buy stuff. Research from traditional marketing suggests that number be 60%. So why do online brands focus more on branding? The answer is that people buy your goods on marketplaces that do not bear your logo, places like Alibaba, Amazon et al. For me, as an author, I can add B&N, Apple, Smashwords, Kobo and all the many bookstores around the world. NONE of them bear my name (duh!) and none of them care the least about me. In order to make a dent, to be recognized, we need to focus on our brand image.
What is a brand?
According to Wikipedia, a brand is, I quote:
Branding is a set of marketing and communication methods that help to distinguish a company or products from competitors, aiming to create a lasting impression in the minds of customers. The key components that form a brand’s toolbox include a brand’s identity, brand communication (such as by logos and trademarks), brand awareness, brand loyalty, and various branding (brand management) strategies. Many companies believe that there is often little to differentiate between several types of products in the 21st century, and therefore branding is one of a few remaining forms of product differentiation.
Here’s what I take from this for me, an author; words like customer experience, but also identity, communication, loyalty, and awareness. But also the last sentence, which is how I began the post. At the seminar, we were told that we live in an age where there is a bigger supply than demand. How can I make sure that a reader chooses my books among fifty million to choose from?
How to approach branding
I do not have many resources for branding. There are anecdotal stories about how a book reaches a big audience. One of the stories I recall hearing relates to the first English translation of Stieg Larsson’s The Girl with the Dragon Tattoo. Apparently (I can’t vouch if this is true or just an urban tale, so take it with a pinch of salt), the English publisher passed out thousands of free copies of the book in the London subway to create a buzz for the book. If true, it certainly worked, as the Millennium Trilogy has since been adapted for the silver screen and expanded into additional books ghost-written after the author’s death. A lot of money involved. That would be considered an example of product branding. Who cares about a dead author? Not much to work with except of course legends (there is a certain amount of that going on here in Sweden, but that’s beside the point here)
I don’t have the money to give away thousands of printed copies of my books in the subway. I have tried to move books using BookBub, and in both instances, a book of mine was accepted, it worked out nicely. however, and I think this is critical, while both books became bestsellers, the number of reviews garnered was low. Of fifteen-thousand plus copies sold of The Opera House, only thirty-five actually reviewed the book. Mind you, great reviews, but still. 0.0067% is a miserable conversion rate. My second Bookbub with Disease didn’t fare any better. While Bookbub will get you great sales numbers (at considerable cost!), it will not lift your book in the long run due to miserable conversion rates.
My (lacking) approach
So what else can you do?
What do I do? Swag is something that comes to mind, a logotype. I began creating swag in 2015 for conventions I attended (another branding aspect.) The logo came in 2016. I’m not a huge fan of swag and I haven’t produced anything for two years. I still have pens left over (the most sensible thing done) as well as buttons, key chains, and coffee mugs.
I have never really done my homework. Yes, I gave the designer of my logo instructions, but if you look at my author logo you may not necessarily get to the same associations about the brand I want you to. Then again, what logo ever does that? My logo is fairly masculine, despite the “crown” (which stems from my nickname “The Queen of Unconventional Happy Endings“) I still like my logo and even though I might wish to alter my brand image, I believe I can achieve that with the existing logo. Others have. Besides, I’m a writer. My logo isn’t the culmination of my brand. It’s only a facet of it.
So what will I need to do?
I need to sit down and figure out what I actually want my brand to signify, what I want it to imply. What emotions do I wish to evoke? What is it I want readers to associate me with? How broad do I want my branding to be (which speaks to my target audience), how do I communicate these values and emotions? I have a lot of work to do, and it’s not made easier by the fact that I have very little in terms of money to play with. If I could’ve asked my hosts from yesterday for help, I could easily spend tens of thousands of dollars in fees (before spending a dime on actual marketing) to answer these (and other) questions and reach success.
I remember a question that was put before me once by the GM of one of our countries in a company I worked for: what conversion rate do you envision? I was asking for funds for a campaign. He expected a 1:100 conversion rate, i.e. for every dollar spent he wanted 100 dollars ROI. Maybe he was just yanking my chains, maybe he was being realistic. At the time, I turned around and walked away. I barely knew how to compute ROI on training (different topic altogether) and we never saw the revenue of any sales. But that was then. Given that most of my books sell for five dollars, and we get maybe 50-60% of that, which I share equally with my publisher, I get about $1.25 per book sold. You do the math of how many books I’d have to sell to even afford a campaign, not to mention getting to that kind of ROI. We’re talking hundreds of thousands of ebooks. Compared to the 1,800 books sold last year. Yeah. Whatever approach I choose, it better be dirt cheap.
I have some ideas…
I have homework to do. Once I have figured out what kind of emotions I want my author brand to evoke, I need to work out how to communicate those. I need to think about how my genre-jumping (which doesn’t make things easier) can be aligned with the brand. And then I need to figure out how to communicate that to my readers (existing and potential ones.) Followed by actions on how I can convert that into sold books. I have ideas but need to carve out time to actually work on that. And I feel I really need to begin to focus on that work. I’ve always enjoyed marketing and PR work, although (in my previous life as a training and development executive) I used to have a fairly nice budget to achieve my goals. No longer. I may have to rely on guerilla tactics…