Create the look and feel of your brand
The look and feel of your brand is the special sensory experience that readers have when they interact with you. The look is about the color, images, shape, layout and type fonts. The feel is about the dynamic sensory elements like digital interactivity and personality. “Feel” also covers your taglines (or loglines as some authors like to call them).
The look and feel of your brand is important because we make judgments in less than the blink of an eye. Frank Bernieri of Oregon State University is an expert at thin-slicing, which is what psychologists call what we do when we make a reasonably accurate assessment of a person from observing them for a fraction of a second. Research by Princeton psychologists Janine Willis and Alexander Todorov shows that it all takes one-tenth of a second for us to form a first impression. Most of the time, these impressions are accurate. From the evidence gleaned during the first glance, we decide whether we like something/somebody or not. Speed-dating is a kind of thin-slicing, where we assess whether we would like to date a person after a few minutes of conversation. Thin-slicing is also what we do when we glance at an author’s website and we decide whether we like his book or not.
In a world where your personal backstory makes for a unique selling proposition, your name is your brand. This is especially true in the world of fashion where some of the most iconic brands have outlived their namesake founders, such as Coco Chanel and Louis Vuitton. The same is true in the book industry, where an author’s brand can long outlive the author himself. In a small-ticket items business, such as when you’re selling a toothpaste or a roll of tissue, your name doesn’t really matter at all because consumers don’t think of the creator when they’re choosing which toothpaste to use. However, when they’re buying a book, your name as the author is a huge part of the value proposition. They want to know who you are, what you do and why you can give it to them and your name signifies the answers to these questions.
People aren’t just buying your book. They are buying your expertise. They are buying your creative inspiration and artistic vision. Buying a book is a highly personal purchase. Your readers get to interact with you and get to know your deepest thoughts and biggest ideas, which is why you want them to know the person behind the book. if you intend to start another business or if you have a current one, it’s a good idea to start branding your own name. If you’re going to want to be known as an expert in a certain category, then you’re going to have to put your name out there.
Here is how to use your name to showcase your brand:
1. Use author bios. Whether you’re posting on your blog, making a guest post or posting on social media, use author bios that showcase your name along with the title of your book and the name of your business if you have one.
2. Use your picture. Studies show that social media accounts that use a logo instead of your own headshot perform better. This is because people want to see a face, not a graphic.
3. Get your own URL. Own your domain name with your first and last name. Use this for your author website.
Thanks for reading, and don’t forget to offer your own expertise and experiences regarding what you have done to promote your author brand.
Image by olly2 from Bigstockphoto