Branding Basics for Middle Grade Writers

When you think about the word “brand,” what comes to mind? A metal tool used with cattle? A particular fruit? A can of soda?

Before I started writing for kids, I wrote marketing campaigns and ad copy as part of a corporate brand advertising team. Companies invest major money in creating brands, and for good reason. People who sell products want to claim a portion of your mind and heart so you will feel good about spending your hard-earned money on them.

What is a brand, anyway? A brand is:

• a promise
• an emotional connection
• actions that deliver upon both

You may be wondering whether this is important right now, especially if you have not published that much or are pre-published. Branding is important for writers for the same reasons it is important for businesses. Readers have plenty of options to choose from, and they are more likely to choose books by authors they are either a) familiar with or b) recommended by their friends. You have a better chance of being read if readers recognize your name. That’s where your branding efforts come in.

Does this mean, as a writer, that you have to take out a second mortgage to hire high-powered advertising agencies to create a brand for you? Of course not. But you do need to spend a little time thinking about some things. Make no mistake: you are, with every decision you make and every action you take, constructing your own personal brand. Let’s make sure that it’s the one you want to build.

Good branding starts with understanding the business – in this case, you.  Remember the three essential elements of a brand that I outlined earlier? The first one is the promise. What is your promise? Discover this for yourself by answering these questions:

• What do you write?
• For whom?
• What value do you bring (what makes you special)?

Next, you will want to consider what kind of emotional response you want associated with your author brand. Whether you write scary stories, bible-based adventures, or slapstick comedy, think about how you want to be perceived by your readership. Do you want them to count on you for a dose of silliness in a stressful world? Do you want to connect through your adventurous spirit and imaginative tales?

Finally, your actions – what you do and where you go to market your work – must be consistent with your brand promise. Whatever your desired connection with your reader is, you need to bring that goal into focus and let it guide you. Thanks for reading and happy branding!

Kell McKinney earned a B.A. in journalism from the University of Oklahoma and an M.S. in documentary studies from the University of North Texas. She’s a part-time copywriter, double-time mom and wife, and spends every free minute writing and/or hunting for her car keys. Connect with her on Twitter @Kell_McK or kellmckinney.com.