Adrift in the Branding Sea

Writing a book is so much easier than promoting one. Put me in my office where I can see the sky through my windows, and hear the birds, my wind chimes and the clacking of my keyboard, and I'm a happy woman.

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But navigating the promotional waters of the books I create, now that's a different story. I don't mind going along for the ride, but steering the whole darn ship is another matter. I'd so rather not. But since I don't have the luxury of floating through the process, I'm going to call on all of you to help as I make my way through the (n)oceans of branding, and try to create one of my own.

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Latayne got us out of port and into the open seas of the branding issue, and there have been good comments to keep the boat afloat, but here are two questions: What is Branding? What is a Tagline? And are they synonomous? Okay, that's three. In my mind a tagline is like a teaser, for, say, a Steven Spielberg movie. "Just when you thought it was safe to go back in the water" for Jaws. "He is afraid. He is alone. He is 3 million miles from home" for E.T. "It's about life. It's about love. It's about us" for The Color Purple.

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Taglines, right? That define individual films? But it takes a brand to define the combined works of Steven Spielberg. Something like The Storyteller's Storyteller. Am I right? Oh, I hope I've got it.

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Author Randy Ingermanson wrote in his Advanced Fiction Writing E-zine: "...the world of publishing has split into two armed camps. One camp insists that branding is vital to the health of an author's career. The other camp says that the whole brandwagon is a load of hooey ... ask six people to define branding, you get about eight different answers." He goes on to state his definition of branding, which I think is very helpful. "Your brand is what other people think when they hear your name."

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So, assuming we're successfully navigating the waters of branding here, I'd like to launch my own lifeboat and see how far I get. I write contemporary novels about issues that cause women pain. Using Latayne's lighthouse points, I covered Time and Genre with one pull of the oar, as well as indicating my Audience. Every Good & Perfect Gift is about infertility and catastrophic illness. Lying on Sunday is about infidelity. These are my Topics. (The tagline for Gift is: True friendship is invaluable, but for Gabby Whitaker the cost could be too much; for Lying on Sunday the tagline is: For Abbie Torrington, betrayal and truth are about to collide.) Then like the labor of childbirth, I push through the pain to the point of deliverance. In the process I do all I can to cause laughter. And there is my Unique Tone or Flavor. Combined, this creates my Branding Statement. Have I got it right so far?

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To put a fine point on it, I write Heart-of-the-Matter Fiction. Did I just create my Brand? If so, what do you think of it? From my branding statement in bold type in the above paragraph, can you suggest a better brand? If so, I invite you to share it. And for those readers who are not also writers, what does branding mean to you? Is it important? Does it help you decide whether or not to read an author's writing? Or is it, as one camp suggests, just so much hooey?

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Award-winning novelist Randy Ingermanson, "theSnowflake Guy," publishes the Advanced Fiction Writing E-zine, with more than 15,000 readers, every month. If you want to learn the craft and marketing of fiction, AND make your writing more valuable to editors, AND have FUN doing it, visit http://www.AdvancedFictionWriting.com.