What’s Your Brand?
One of the early keys to the success of McDonald’s was the golden arches outside 
every restaurant; and inside, they had the same menu. The food looked the same and tasted the same regardless of which McDonald’s you visited. Other chains have followed their lead and bit by bit sliced away from their uniqueness.
When I was growing up in East Tennessee, we didn’t have a refrigerator. Before you miss the point, let me say that we did have a Frigidaire! For us, Frigidaire was what you called any refrigerator. We knew that other companies manufactured similar items, but we felt like they were just poor substitutes for the real thing!
If I say the word Campbell’s, what goes with that? Soup, maybe? If I say Kellogg’s, what idea comes to mind? Cereal? Yes. What if I say Coca-Cola? You don’t think about coffee do you? Why? Because we have learned to associate particular brand names with their corresponding products. The same principle applies to bestselling authors.
James Patterson or J.K. Rowling?
If you hear the name James Patterson, you don’t think of comedy or romantic books, do you? With J.K. Rowling, you don’t think of a chemistry textbook… or do you? Every author should develop a unique brand. The interior branding is a particular genre of book written in a unique style. Exterior branding is also important. That begins with the book cover having the same typography, coloring, similar images, etc. Sometimes, it is important to develop a logo that represents your branding as well. This is often used in other venues such as your blog or website — maybe even on coffee cups! Your name and photo is also part of the branding associations that you are trying to build.
Branding a Book Series
Here is an excellent example of branding from Lise Cartwright’s series called Outsourced Freelance 
Success. Notice the use of chess pieces as a theme across the different covers, with unique colors to differentiate between each one. They are unmistakably the work of the same author writing on the same subject. Lise has used similar concepts to brand her books on home workouts! When you open the cover and begin to read, her style is consistent, clear, and always very helpful. I’m learning more from her every time she shares anything! I love it! Want to see more of her work? Just look at her Amazon Author Page!
The Purposes of Branding
Branding has a purpose. It gives a sense of identity to your fans. It makes your work easily recognizable, and therefore easily purchased. A brand establishes a set of expectations from the buyer. It distinguishes one author from another, even if they are writing very similar kinds of books. As a result, it can increase sales of all your products. I wish I had known some of these things sooner.
As an author, you can establish a personal brand by having a unique signature emblazoned across your book covers. Or, you can chose a color scheme that is always on your covers regardless of the title or other elements. I haven’t really established my own yet. My first attempt is through this series on self-publishing. Unfortunately, I chose a title that brings confusion instead of clarity. However those who buy Book 1 are being exposed to the next two covers from the outset. Hopefully, it will make a difference in sales. What do you think?
