Most writers—most businesses, in fact—believe that they must actively grow their audience. And that belief is a mistake.
In your writing business, as in all business, there is no one-size-fits-all model. That goes to everything from building a business to building a brand. Even if you’re in the same field as someone else, your business is different. What you do with that business is based entirely on your goals for that business.
Um, what? you might ask.
Yep, expanding an audience fits into your business goals, not just into branding. Change happens all the time in business, but growth happens only when a business actively pursues that growth….
So when I write these posts, I feel a deep frustration. Because my brand, in almost all of its forms, is extremely messy.
These posts, as I said from the beginning, are for me, writing to myself about all the various things I can do to improve my branding or, in most instances, take control of it.
If I were in the lucky position that most of you indies are in, I could define my Rusch brand from the beginning as something that spans genres, that uses a multitude of styles, that promises quality of a certain type, but never compromises on some things….
Wow. I didn’t even have a reason to start up this list until mid-June, and I’ve been reading a lot of stuff. Most of the magazines I’ve read have been of the entertainment or self-help variety; no great articles in any of them. The books, well, the books were a disaster until June 15 or so. I read about a writer who had published a […]
In the past eight or so years since indie publishing took off, writers found that the commodity they lack the most is time. Time to write. Time to research. Time to read. Time to market. We get inundated daily with shoulds and have-tos. Someone is always so much more successful than we are, and they’re successful at something we’ve wanted for a long time. Then […]
Marketing firms, economics departments in universities, and many high-end retailers spend a lot of time thinking about how to build brand loyalty. As I researched this piece, I found articles that promised 11 ways to build brand loyalty! 15 ways to build brand loyalty! 5 ways to build brand loyalty! And so on. Most of these ways are completely different from each other, and have little to do with each. Most of the people writing about brand loyalty online are doing so to get you to hire them to build your brand. Ignore all that. I’m going to.
Instead, I’m going to focus on a few ways that show up in all of the articles, and then I’ll tailor those ways to writers.
Brand loyalty—name loyalty—is something that we writers desire, but it’s not something that we can simply will into being. And it certainly doesn’t come about by bribing your reader.
Yeah, yeah, we’re in the middle of a series on branding. But I just sat down at my computer for the first time today, at the time I usually quit writing. It’s the only day this week when I can write my blog, and while I have two in the can (and you can get them if you support me on Patreon), I don’t want […]
The publishing industry has been shifting since 2009. Indie publishing has become a force since 2011 or so. At first, we writers made our work available, but the things that worked six years ago don’t work now. The problem is that the marketing gurus for writers are just other writers with an okay idea. As I’ve said all along, we writers must accept that we’re […]
It took nearly half the month before I had anything to recommend, even though I’ve been reading like crazy. That’s unusual for me. Usually I find something I like enough to share with all y’all. This time, my problem wasn’t that I read bad stuff. I was reading forgettable stuff. As in, I couldn’t remember what was happening when I picked the book up again. […]
Brand Identity is how you want customers to perceive your brand. Right now, remember, we’re dealing with building the brand. So you get to think about how you want that brand to be perceived. You need to imagine your target as you develop your brand identity. What do you want your target audience to think about your brand?
Let’s start wide with the overall steps to building a brand identity, and then I’ll refine for writers.