5 Ways Your Brand is More Important than Your Book

by CJ McDaniel // August 10  

You’re working on a book. But are you focused on the right elements?

I’m not asking about grammar, voice, and flow. I’m referring to the most overlooked aspect of the business of writing: your personal brand.

Believe it or not, your brand is more important than your book.

Here are five reasons why—and guidelines for improving your brand, whether you’re a fiction or nonfiction author.

1. Agents represent brands

As a niche literary agent, I receive dozens of book proposals per month. No matter what I think of the book’s premise and writing, if the author doesn’t have an interesting web site, I have the unhappy task of informing them about the importance of a platform.

When it comes to signing with a publisher, a mediocre book from an author with 500k Instagram followers probably has more of a chance than a remarkable book from someone with no blog.

Agents won’t take on the difficult and speculative work of representation if the author hasn’t invested in their brand.

2. Publishers sign brands

Yeah, I know—twenty years ago publishers helped create and grow an author’s brand. They discovered amazing writers and promoted them. But now, authors and publishers share the marketing load. (That’s a diplomatic way of putting it.)

This might not seem fair to a gifted writer, but let’s consider the flip-side. A publisher wants to know the author is committed enough to invest a few hundred dollars on their brand, and that their blog and social media posts actually resonate with people.

It’s in your best interest to take the lead, and plan to successfully sell books to your own audience by creating an online brand. This also gives you the best shot at receiving an offer from a solid publisher. (By the way, a “solid” publisher is one that writes you a check—not the other way around.)

In self-publishing, the same holds true. You must build an audience with your writing—now. (My course, Your Brand Is Calling, will help you.)

Yes, there have been exceptions—“sleeper” books that quietly wake from obscurity. But if someone loves your blog and your social posts it’s very likely they have a connection with your brand—and will buy your book.

3. Endorsers evaluate brands

Endorsements sell books (and sell publishers). Admit it, you’ve bought a book because the Foreword and endorsements were written by someone you respect.

A solid brand is key for influential endorsements, and influential endorsements help persuade buyers. When an influencer considers an endorsement request, they first check the author’s web site. Only if the brand passes muster will they skim the manuscript. The same is true for guest posts and reviews.

4. Readers buy brands

Have you ever pre-ordered a book, simply based on your respect for the author? Of course!

Ever bought a mediocre book from a well-known influencer? I bet it sold a bunch.

Have you read an amazing book from an unknown author with no blog? Sure, but I’d be surprised if it sold over one-hundred copies.

Seth Godin once said, “A book is a souvenir of an idea.” If people connect with you (and your big ideas) investing fifteen dollars on your book is a no-brainer.

5. Companies hire brands

An author’s business plan must include revenue streams beyond royalties. Even for many well-known authors, royalties don’t pay all the bills—especially in the years after a book is published.

Does your brand have a business plan? Is your book the only revenue source in your business model? Once someone has enjoyed your book, what’s the next step for them? Hire you to speak at an event? Consult? Enroll in your course?

Create a cafeteria of choices and make sure the back matter of your book (and your web site) includes options with a clear call to action.

How authors build brands

Brands are built three ways: words, images, and actions.

Do your words resonate with your audience? (Can you prove it?)

Do your images and photos portray authenticity and personality? (Not necessarily professionalism, but are they true to your personal weirdness?)

Do your actions prove you’re committed? (Do you guest post? Do you speak at events? Do you offer products and services for sale?)

Are all three cohesive? (Do they send the same message?)

An established brand means you’re known for all the right reasons. That’s where branding’s cousin, “positioning” comes in. Here’s how this works…

Who’s the best new sci-fi author? Who’s the most helpful relationship expert?

When I ask those questions, people (personal brands) come to mind who fill that position.

So you must know what position you want to own as a communicator—and work to own it.

Personal branding does not mean a fake facade

Remarkable brands are both authentic and persuasive. It’s possible to be authentic but boring, and possible to be persuasive but over-hype. You must find the balance of both.

Aspiring authors are almost always nervous about their brand. The best writers are usually the worst marketers and can’t stand self-promotion. But marketing is part of the business of writing.

It’s okay to be scared, but don’t have a scared web site, self-defeating bio, and crummy photos.

In other words, the marketplace is crowded enough, don’t sell yourself short by tolerating a brand that makes you look like a hobbyist.

If you’re a first-time author, the goal of your brand is to have people wonder, This writer is amazing—why haven’t I heard of her?!

Think beyond the book

Create your own category—not just “author” or “writer.” Why not a unique combination of your experience, talents, and interests?

Can you articulate your authentic and persuasive brand in 5 words? My video course, Your Brand Is Calling, guides you though this process and more.

The complete course is 50% off for readers of Adazing (make sure you use the coupon code BrandMatters to get the discount.) Plus, CJ and I are including my e-book, My Book Launch Planner, along with two other resources:

  • My Book Launch Checklist: What I use for all my client launches
  • How I recruited and Emailed My Team: The actual email sequence I used for my Amazon #1s

Agents represent brands. Publishers sign brands. Endorsers evaluate brands. Readers buy brands. And companies hire brands.

For a writing career, your brand is more important than your book. So invest in your brand. Be bold. And enjoy the process.


C T Mitchell said that author branding is a full-time business in the life of an author. Whether you are a traditionally published author or a self-publishing indie author, you need to continuously market yourself to your reader market. Author branding can take on many different forms including having a professional website, an attractive Amazon author page and well engaging social media sites. Watch it for more.

Want more on Personal Brand? Read this.


Mike Loomis helps people launch their dream projects and books. He’s the author of Your Brand Is Calling, and My Book Launch Planner. His video course is 50% off for readers of Adazing. Click here for details and bonus resources. He and his wife live in the mountains of Colorado with their pet moose. www.MikeLoomis.CO 


About the Author

CJ grew up admiring books. His family owned a small bookstore throughout his early childhood, and he would spend weekends flipping through book after book, always sure to read the ones that looked the most interesting. Not much has changed since then, except now some of those interesting books he picks off the shelf were designed by his company!