I’ll try to answer some more questions on branding today.
First, let me thank those of you who jumped to my defense today, when Strephon took a shot at me. Honestly, I just laughed when I saw his comment. And I laughed harder when I read all your responses.
I’m reminded of the scene in PIRATES OF THE CARIBBEAN where the British commodore tells Captain Jack Sparrow, “You are without a doubt the worst pirate I’ve ever heard of.”
And Sparrow gives him that wicked-crazy grin and says, “Ah! But you HAVE heard of me.”
Enough said on such silliness. I think we all saw a lesson today in the power of negative branding.
Now let’s get to your questions:
RelevantGirl asked:
I’m getting dangerously close to a brand. Here’s my question: I’m using the word “writing” in it, but since I’m wanting to beef up my speaking ministry, I’m considering, instead, the word “communicating.” Is that okay or should it always be “writing”?
Randy sez: Yes, that’s a commonly used word. My corporation is “Ingermanson Communications, Inc.” My literary agent is “Alive Communications, Inc.” And there’s the publishing house “Cook Communications, Inc.” Of course, your name is only part of your brand. (A big part, but it’s not the whole enchilada.)
So, RelevantGirl, do you want to elaborate on your brand a bit more? I think it’s fair to say that part of your brand is your reputation for gut-wrenching honesty. That’s something many attempt, but it’s something you’ve succeeded in doing. So tell us more!
Donna asked:
Ok, I think I’m still having a little trouble understanding how to pin one down. Can it be as general as just fiction? As I said before, I’m currently working on two: one is a real-life sort of romantic-type but not like a Harlequin romance, and the other a fantasy-type with a historical background that also will have a bit of romance but not as centered on it. Both probably will have some comedic points as I can’t seem to keep that out of any of my writing. But I don’t want to say I’m a romance writer. How specific does the brand need to be? Especially when starting out.
Randy sez: “Just fiction” is a bit too generic. Just about all of us here write fiction (we do have nonfiction writers here too, and they’re welcome, but this site is about writing fiction). The question is what kind of fiction? That generally means, what genre and what’s your angle on that genre?
If I can give an example, Stephen King’s brand is “master of horror fiction.” But it’s more than that. You expect him to have great characters.
Tom Clancy’s brand is “technothriller”. He in fact invented the genre. But it’s more than just technothriller. You expect lots of characters, an intricate plot, and guns, ammo, explosions, helicopter crashes, and maybe the stray nuclear bomb. And American military men who are dedicated to doing their job. I think that’s what appeals to Clancy’s readers–his solid, hard-working military guys–Clark, Chavez, and especially Ryan.
Ron wrote:
You mention to Debra that disabilities can be a part of your platform. I’m dyslexic (I’ve compensated for many years and wasn’t diagnosed until last fall) and I would like to make this a part of my platform but, not sure how to work it in. Thinking something along the lines of being dyslexic and being successful.
You could do this by having a dyslexic character as your main character for a series of novels. Then in your promo materials, you could mention that you have dyslexia and tell what you’ve had to do to overcome it in order to write fiction. The character would need to be a really good character, but the dyslexia (and yours) would help make him/her memorable. And you could do this no matter what genre you write. So your brand could be “the dyslexic detective story writer” (if you write mysteries) or fill in the blank for whatever genre you write. Part of branding is to put your personality into your writing.
Christopher wrote:
But here’s my problem: I have 2 other novel ideas worked out a little bit, and I’m looking forward to working those ideas out in the future. However, all three novels will be 3 different styles.
The novel I’m working on is gothic horror, the other ones are technopunk and detective. I know I’m a weird person for having such diverse interests, but as you said yourself, being a Novelist I’m not Normal. So I guess I can be forgiven.
Anyway, here’s my question: I can find a way to fit both my cyberpunk and my detective novel into the gothic horror genre without a problem. The question is, should I do so? Wouldn’t it seem like a stretch to fit them all into the same brand?
Randy sez: Hmmm, tough question. My gut feeling is that you CAN blend these genres someday, but it might be best to start with three novels that are all in pretty much the same genre. So choose the one you like BEST and do a few novels in that genre. Then you can start bending it a bit. Your readers won’t expect you to stay in one place forever. What you want to avoid is yanking them all over the place. Give them some continuity.
On a personal note, I’ve written in multiple genres and tried to stretch them all to fit, and I don’t think it’s worked. I love ancient history, whereas I merely like contemporary suspense a whole lot. So I’ve made the tough decision to not do any more contemporary or futuristic suspense for the immediate future. Instead, I’m going to focus on ancient history, (but it will have a stronger suspense element in it.)
It’s hard for me to focus on one thing, but my feeling is that I need to do that. So I’ve chosen to focus on what I love best. Of course, I discussed it with my agent to make sure I wasn’t going to paint myself into an unmarketable corner. He’s in favor of this move.
Darcie wrote:
How about target readership? How does that fit in with branding? I am currently working on contemporary YA (young adult). Would I someday be able to transition to adult/suspense or am I locking myself into YA?
Randy sez:
A good branding strategy does ask the question, “Who is going to like my kind of writing?” (Besides my mother.)
The answer should never be “Everybody.” Even J.K. Rowling only sells to about half of one percent of the world population. Figure out who will like your writing, and then write a book that your target market will love. If they do, they’ll talk it up to their friends, and some of those will like the book too.
As for “locking yourself in,” the answer is no. A brand doesn’t lock you in. It’s just a promise of consistency for delivering a particular quality of product. Yes, that puts certain constraints on you. (Sue Grafton is pretty much committed to getting through the whole alphabet.) But you can always evolve your brand in a new direction.
Gina wrote:
Is it wrong to kick back and let your branding find you?
I’m dabbling in different genres, but my passion and focus is suspense/mystery. Yet, what if I’m not a suspense writer and instead I’ve got a voice for women’s fiction or momlit? How will I know if I don’t dabble?
Just because I love to read suspense doesn’t mean I’ll have a knack for writing it. So what is a unpublished writer to do? Genre jump or narrow in on a specific genre?
Randy sez: It’s OK to dabble, but do dabble in the things you love. If your passion is suspense/mystery, then go for it! You’re most likely to have talent for the thing you love. There’s no guarantee, of course. But we tend to like the things we’re good at. And we are most willing to spend the thousands of hours developing skills in the things we love.
One thing I love doing is writing software. And it turns out I’m pretty good at it. Do I like it because I’m naturally good at it, or am I good at it because I like it? I don’t know. But there’s a correlation, one way or the other.
Pursue your dreams! It beats the heck out of pursuing your nightmares.
Vennessa wrote:
It seems to me that genre plays a big role in this, but genre alone isn’t enough. Am I right so far?
If that is the case, and I need something a little more specific than genre, would “fiction with a kiwi flavour” work as a brand?
Randy sez: I would say that genre is a part of it, but your style or your angle or your special sauce is another part of it. “Fiction with a kiwi flavor” is a start, but it needs more. Think of Camy Tang, who calls herself the “loud Asian chick” and who writes “Romance with a kick of wasabi.” That’s enough. Camy is well-branded and is going to do great when her first book comes out.
So Vennessa, my suggestion is to add the kiwi to your genre, and throw in an extra twist if you’ve got it. Remember that a lot of US people consider New Zealand pretty exotic, especially after seeing so much of it in Lord of the Rings. A suspense novel set in NZ, with the land itself as a part of the story–that could be strong. Or a kiwi romance. “Kiwi Suspense” or “Kiwi Love” or “Kiwi Chainsaw Surferpunk”–any of those could work.
Mary wrote:
Re branding, I have written 100s of articles and short stories, among other things, and am now working on a YA novel. If/When this book gets published, I will then be known as a YA author. Does that mean I should forget trying to market my picture books?
Randy sez: No, not at all. It means, however, that you should focus on one thing at a time. Don’t just do one YA novel. Do a series. Three or four. Then see where you want to go next.
I’m starting to see the importance of branding. It’s something I never though about as a reader, but thinking back some of them do come to mind and branding was a big reason why I kept buying novels written by the same authors.
There’s one more question I have about this that’s just burning to be answered though.
I live in Brussels, Belgium. My native tongue is dutch, then french. English is only my third language. I know I want to write novels in english, so I can just about forget publishing a book in Belgium.
It will be hard for me – probably harder dan most people – to get published in the USA. But I’m thinking now that branding could seriously help me here. Am I wrong to use my home country as part of the brand? It might scare people of instead of attract them.
Thanks for answering our questions! 🙂
Okay, this is getting really good. I have a couple questions about branding:
1)How do you know how specific to be with your brand for instance the romance genre has some sort of combo with almost every other genre out there (paranormal romance, romantic suspense, futuristic romance, etc).
Could a romance writer write in all those sub genres or would it be best to stick to one? I would think this would apply to most genres,it’s just that I think this is the most diverse. For instance, speculative fiction authors tend to write both SF and Fantasy. Could this be seen as diluting your brand? Is it bad to write a series of epic fantasy novels then switch up and do a series of military SF?
2. Can you have a brand that crosses genres? My biggest problem is that I can’t seem to narrow what I write because I read anything that looks good regardless of genre ( I’ve even read literary novels -gasp-). This is probably me still being a rookie but I’m cool with that ( the part about narrowing down my genre not about literary novels :)).
I guess this is just a long winded way of saying how specific do you have to be and is there a process to go through? Thanks for any pointers Randy
Christophe Desmecht Says:
Am I wrong to use my home country as part of the brand? It might scare people of instead of attract them.
Christophe, I’m in the same predicament as you, as I live in NZ and dream of publication within the American CBA market. 🙂
In the above blog entry, Randy agreed that I could I use my “kiwi” (New Zealand) heritage in my brand. I’m guessing using your country would work for you also.
Randy, thanks. You’ve given me some more to think about. I’m not sure Kiwi Chainsaw Surferpunk would work though. 🙂
Well, now there are three of us! Although I was born in the United States, I have lived more than half my life in Chile, South America. I also plan to get my work published in the United States, but I want my books to have a Latin flavor. And I am pretty sure I am going to get branded as a YA or even Middle Reader author. That’s okay. I dream of touching a whole generation. Christophe and Vanessa, I think you both have a tremendous advantage to give a special twist and kick to your writing! Today, people travel: if not literally, in their minds. If you write a rockin’ novel set in your home countries, you might even have the Minister of the Exterior knocking on your door to thank you for giving your countries such a good rep!
OK, Mr. Elaborative One,
Here it is for all to see:
Communicating Truth from the Inside Out
Mary E. DeMuth
Darcie asked could she someday break into adult writing if she started writing/publishing YA. Absolutely! My dear friend and mentor, Nancy Rue, is a bestselling children’s author. She writes mostly for middle grade and teens. BUT lately, she’s tried her hand at adult fiction and is doing pretty well with it, I think. Her first couple of novels didn’t go over as well as she hoped, but now that she’s done her 4th, I think people are getting to know her in a different light.
It all comes down to: writing and publishing takes time. We have to be willing to hang in there for the long haul. My guess is those of us who are participating in this blog are ready to go for it. I know I am. I’ll continue to write and learn and submit for as long as it takes. I am a writer! Wheeee!!
Colleen Says:
Christophe and Vanessa, I think you both have a tremendous advantage to give a special twist and kick to your writing! Today, people travel: if not literally, in their minds. If you write a rockin’ novel set in your home countries, you might even have the Minister of the Exterior knocking on your door to thank you for giving your countries such a good rep!
Colleen, if only my current novel weren’t based in New Orleans! But you have given me a good idea. I keep thinking US readers are near-sighted and can’t see past the ocean, so I figured they don’t care. Maybe they do! I might just move one of my next novels to Belgium, or at least Europe. Thanks for that (seemingly obvious, yet apparently not entirely) idea.
Let’s make it four! I’m a born South African, served as missionary in several African countries for a huge part of my life, but chose to marry Mr. Perfect in Houston 7 years ago. I was told by an editor, a well-known one, that I will not get a novel with an African flavor published, because most readers are not interested in foreign stuff. I believed him, because I didn’t know better. This novel never wanted to leave my heart, though. Now I’m getting so encouraged… Randy, do you think it could work?
Vanessa, Christophe,
Please, please, PLEASE write in your native lands. It’s the only way I’ll ever get to New Zealand or Belgium. And I do so want to go.
I’ll be looking forward to your books. No matter the genre. (Yes, I know that’s a frag.)
Gina wrote:
How will I know if I don’t dabble?
Indeed, how will we know?
Thanks, Randy, for giving us prepublished writers the go-ahead to dabble! I’m afraid I’m so good at dabbling that I’ll never be able to find a focus. I will keep trying, though. (Or can I just brand myself as “Dabbler Extraordinaire”? No, I guess that title has already been claimed by millions of other professional dabbler hopefuls.)
I do like to write about characters who struggle with finding their place. Still way too broad, I know. Well, I’m hoping to write in the genre of YA fantasy or speculative fiction, or a cross between the two. Hmmm…how about “speculative fantasy with speculative characters”? All right, all right, I’m going back to the drawing board now…
P.S. Randy, that Jack Sparrow quote is one of my most absolute favorites of all time! It is my goal to be able to someday say, “But you HAVE heard of me.” Another favorite Sparrow quote is, “No survivors? Then where do the stories come from, I wonder?”
Thanks for all the advice. I’ve learned so much. I have already laid aside most of my other writing thihs year to concentrate on my YA novel, another great learning/stretching experience. (And I already have plans for it as part of a series.)
Since I haven’t published any books of my own yet, would it be OK for me to market my picture book ms. as well as my YA at the summer conference? They’d probably be with different publishers. I wonder, since I’m unknown, if that would be advisable at this point.
I read a wide variety of genres also, and think that broadens us as authors, although I do read much YA since I’m writing for that audience. Do you think eclectic reading is beneficial or possibly detrimental in helping writers develop as Steve implies?
I, a twelfth generation American, am indeed aware of a world beyond our shores. I enjoy reading about other lands and cultures, as long as it isn’t a bunch of snooty America bashing. I’d say if you have a story set in another country, go for it.
I’m not sure yet what my branding should be.
I’m wondering why a lot of writing contest are for American citizens only. I’m from Canada and feel excluded. Even your teachings on finances and taxes don’t apply to me. Are there any websites for Canadian writers?
In response to Pam Halter: I would read Nance Rue’s adult fiction. I have four daughters and have read a lot of her youth books with my girls. They’re great.
I’m learning a lot from everyone’s comments.
RelevantGirl – you’ve put some work into your brand/tagline. It reminds me of summing up a novel in a nutshell with a one-sentence summary…something I learned somewhere, maybe during a snowstorm….
So, if I understand this branding thing (and I doubt that I do) it seems we want to define our purpose as a writer and our unique flavor or style? That doesn’t sound easy, but seems more freeing than being confined to a genre.
Could someone share some examples of “brands” or taglines, like RelevantGirl’s…(I’d like to see someone try to top that one)…some you’ve heard of or come up with yourself?
What’s your line, Randy?
To Vanessa:
Darn. I was looking forward to your first Kiwi Chainsaw Surferpunk release. I would buy it and proudly shelve it next to Skin. 😉
Okay, I’m not trying to start an argument or anything, but aren’t there exceptions to this? Nora Roberts comes to mind, with her J.D. Robb books.
And I know an author who’s written over 90 books under a variety of pennames and genres. He’s quite successful.
So did these people ignore branding?
Okay, I’ve tried to resist jumping in on this and showing just how little I know, but I’d like to hear from the expert.
So Randy, here’s my quandary: I write romantic suspense about Crimes Against Children FBI agents with my target audience being moms. I have a website dedicated to the Defenders of Hope series. But I don’t have a brand that encompasses my suspense. At least I don’t think so.
My brand that I established through my author site is “Heart Chocolate~ words to enrich heart and soul.” The site is full of chocolate and heart chocolate, which lots of people seem to love~ moms especially. This brand covers my heart as a writer and my non-fiction stories. And in my suspense I talk about heart chocolate both in the novel and in my author letter.
Then I read all of your blogs about branding and methinks I’m in need of some help. So, help! 😉
Christophe Desmecht Says:
I keep thinking US readers are near-sighted and can’t see past the ocean, so I figured they don’t care.
Me sez: As I mentioned in a previous comment, there is at least one CBA publisher who won’t touch stories based outside of the States. Of the novels I have read, I haven’t found a novel based internationally that doesn’t feature at least one American character, so I’m not sure what the chances are of being successful in that aspect. But we can only but try.
My American accountability partner hinted at co-writing a book together, so that could be my way past such obstacles.
Jannie Ernst Says:
I was told by an editor, a well-known one, that I will not get a novel with an African flavor published, because most readers are not interested in foreign stuff.
Me sighs.
Oh dear. I wonder if this editor is from the same publishing house that wont touch anything set outside of the States.
We might need to set up an “Internationals Set to Storm CBA” support group.
Lizzie Says:
To Vanessa: Darn. I was looking forward to your first Kiwi Chainsaw Surferpunk release. I would buy it and proudly shelve it next to Skin.
Me sez: Just for you, Lizzie, I’ll think about writing such a piece as my 10,000 words in a week challenge. 😉 Unfortunately it wouldn’t be worthy to sit next to a Ted Dekker book, but you could use it to prop up the bookshelf.
Randy, I though about your comments on a possible branding, and came up with a rather lame one last night. “Kiwi Scenic Suspense.”
Yeah, I still need to work on it. Although NZ’s country side does feature in the story, it’s not that big of a feature.
LOL! Thanks for the plug, Randy.
Speaking of brand, I write “romance with a kick of wasabi” (well, you know that already). I have written Asian romantic suspense with a snarky main character, which I liked writing, but not as much as Asian chick lit, which is the novel coming out in September. I’m also working on a proposal for Asian young adult chick lit.
My brand has encompassed not just my chosen genre (adult chick lit), but the special flavor of everything I write. I write Asian characters who tend to be snarky. Whether she’s saving the world from a human cloning operation or just trying to thwart her psychotic grandma, it’s all “romance with a kick of wasabi.”
Here’s the key–no other author in the CBA is publishing comedic romance with strong, contemporary Asian American characters. Therefore, that has become my brand: comedic romance, strong contemporary Asian American characters.
Authors in the CBA have published historical Asian characters, or Asian characters who live overseas. Not Asian American characters. Or they’ve published dramas, but not comedies with Asian characters.
I think that when writers think about branding, they’ve got to think what about their style of writing sets them apart from what’s already out there.
The Loud Asian Chick
Jannie Ernst Says:
I was told by an editor, a well-known one, that I will not get a novel with an African flavor published, because most readers are not interested in foreign stuff.
I wonder if that’s changed now that Blood Diamond was nominated for five Oscars. It’s a Leonardo DiCaprio flick about African conflict diamonds. If he’s made it popular, you could get more readers than that editor thinks.
Personally, I’d love to read authentic characters created by someone in another country. What would be completely commonplace to your African character that I’d consider exotic or bizarre? Is Africa in as much trouble as I hear on the news? How do people deal with it and go on with their lives?
You’d think there’d be a market if the novels were good, even if they’re not about Americans in America.
For all those wondering if they should forget writing stories based in their homelands:
Look up Alexander McCall Smith. Currently on his sixth book in his Ladies Detective Agency, based in Africa. I can honestly say they are hot books in my area of the USA. Even at the library its hard to get those books, they go out so often.
Here’s an interview with an author named Karen Wiesner. She wrote “First Draft in 30 Days” (Writers Digest), which is a detailed outline approach to crafting one’s novel.
In this interview, she mentions two items for marketing and career development, and I’d be interested in your take on them. The first is the suggestion that a group of authors can / should get together and market themselves through a website. The second is the use of submissions to e-publishers to build one’s resume (such as Whisky Creek). E-books seem to sell for about $5 each, with royalties to the author being perhaps 25 to 50 percent.
She also has at least one marketing website, which showcases all her work. Prolific, though definitely not mainstream in the way that you seem to operate.
Forgot the link: http://noveljourney.blogspot.com/2005/10/author-interview-karen-wiesner-part-i.html