Branding with Shannon Leach

Brands are everywhere we look. Some branding is perfect for the item – car, website, author – but sometimes you see a brand that makes you go, wait a minute!

I met Shannon a couple of years ago at the Mid-South Christian Writing Conference. We clicked and became fast friends. I asked her about branding my website/social media, and her insight and help made a huge difference. She’s on the blog to talk about all things branding.

Blog post covers I made before my branding: (you can see I needed help!)

What is branding?

Shannon – Most professionals define branding as the unique identity and recognizable design elements that tell your audience who you are. These elements can include your logos, colors, fonts, taglines, and even book covers. Because it is your introduction to the reader, presenting information about you before you ever say/write a word, the choices can be crucial. It is literally your first conversation with them. What you say in that moment may determine whether or not they continue the conversation. 

Why did you start branding as a business?

Shannon –After I launched my writing career, I began to shift my focus to think of my work not just as a job, but as a ministry. I knew that in order to reach the hearts I wanted to help, one of the crucial tools was a website. So, I taught myself how to do websites. During that time, I discovered the importance of the style choices and the benefits of consistency. Focused branding was one of the best ways to capture consistency for my message.  

As I talked with other writers, I discovered the creative design that came naturally to me was not everyone’s favorite task. Knowing the importance and benefits of branding on our ministries as faith-based writers, I started helping other authors find the message unique to them. 

My blog post covers and my amazing header after my branding!

Why should an author brand?

Shannon –So the lights don’t flicker. Have you ever watched an in-person play or sermon and become deeply focused on the story? What happens if the lights suddenly flicker or blink? It pulls you out of the moment like a runaway bride who broke eye contact. Sometimes you will return to that deep connection, sometimes you won’t. A missing or poorly done brand is the equivalent of the lights flickering. It creates a distraction that pulls the reader away from the message you are trying to gift to them. 

Because it is your introduction to the reader, presenting information about you before you ever say/write a word, the choices can be crucial. ~ Shannon Leach

Timing is everything – when should authors brand?

Shannon –The earlier you can brand, the better. You are not just selling a book. You are inviting them into the story of you. That story exists before you ever publish a thing. Don’t rush into a brand based on cool trends alone, because having to change it later can cause more harm than good. But also don’t dawdle or dismiss its importance. 

How do you decide on a person’s brand?

Shannon –The wonderful thing about the way I do brand development is that I do not have to decide what the brand will be. It is already there, waiting for discovery. The story of who they are, what they cherish as important, what they are passionate about, and what lights them up creatively will decide the brand. 

I use a detailed and personal interview and assessment process to determine their mission first. Identifying their why produces an individualized brand meant just for them. I call it mission-minded branding, and it keeps the focus on the purpose versus trying to keep up with the ever-changing platforms and progress of their work.  

This creates a long-term brand that doesn’t change just because the work in progress did. It is about who they are and the message they have been given to tell. That message is what the audience will connect with emotionally. 

This is an especially successful process for authors who write across genres, granting them opportunities and permissions to go where God calls them to go without worry of negative impacts on their brand. It offers a personal invitation to get to know the author and their passions and connect one-on-one from a distance. Readers often stick to books by authors they know, even if the genre changes. And the brand is one way they can know the author well.  

Why is branding exciting to you?

Shannon –The opportunity to create an instant bridge between someone with a message and someone who needs that message. The right brand presented to the right audience can offer comfort, connection, and even the sense that they are known and heard. It is like an unspoken promise between them with the potential to usher words of hope straight to the hearts that need it without distraction. Now that is mission, making sure the message we have been given to tell gets through without delay or interruption. Branding done well can do that for an author before the reader ever reads a word. 

Ways to get in touch with Shannon

Shannon – I offer many services for writers, creatives, and other faith-based ministries and organizations, all with the mission of helping them get their creations of light out to the world. This includes one-on-one creativity coaching, tech training, brand development, and even nonprofit consulting.

Connect with me through my website at https://arhinspirations.com.

In addition to these services, I will soon be launching a private community of support for creatives and leaders called “The Sunlight Scribes.” This community will offer personal encouragement with a deep biblical focus on our mission and the barriers that often impact the “lonely roles” of the creative and ministry life. They can sign up for my newsletter “Words and Light” to make sure they are notified when it launches.

What is one piece of advice you’d give an author or creative?

Shannon –The best way to discover your brand is to trust that what God says is true, which includes embracing the unique gifts and stories He has given you to tell in a way only you can tell it. Start believing in that, and you will have no trouble finding your mission-minded brand. 

Shannon Leach’s bio:

Shannon Leach is a creativity coach and freelance author who chases words and light across the pages of multiple genres, pursuing encouragement and hope within the most vulnerable of stories. She holds a bachelor’s degree in social work and a life degree in being a messy human. Her transformational stories have been frequently featured in both Guideposts and Chicken Soup for the Soul. Shannon is also the owner of ARH Inspirations and cofounder of the nonprofit The Fostered Gift.

Whether she is coaching creatives and ministry leaders or helping a foster child in crisis, her mission is to use her gifts to reach the hearts living in lonely roles so they may know they are not alone. She is also a strong community advocate for children with special needs and their caregivers. She loves historical fiction, poetry, musicals, documentaries, spy movies, and is in a committed forever relationship with Jesus, her family, and words.

Thanks for being on the blog, Shannon, and for all the great information about branding!

Read my post about Summer Reading Challenges, and then follow me on Pinterest, Facebook, and Instagram, and subscribe to my newsletter to keep up with news about my book and any special offers! Be sure you grab your FREE 10-step checklist to plan your novel when you subscribe!

Hi, I’m Jen! I’ve been married for 39 years, have 5 amazing kids, and have 3 adorable grandkids. I homeschooled our three youngest children and used to blog about homeschooling. I also taught Oral Communication as an adjunct instructor for over 5 years.

Jen Dodrill Writes is born of a passion of mine – to write a novel! My first cozy mystery – Birds Alive! – released Feb. 27, 2024, and the 2nd in the series, Where’s the Quetzal? released Feb. 25, 2025! My first novella, SeaBreeze Obsession in Trinity Sands Beach Club, released June 17, 2025!

When I’m not working, you’ll find me writing, spending time with my family, or curled up on the couch reading and drinking a mug of dark roast coffee. (Don’t forget to check out my mug shop – JDMugs!)

The post Branding with Shannon Leach appeared first on Jen Dodrill Writes.