Personal branding is not a promotional activity.
It’s a wellness exercise.
I didn’t find that sentiment anywhere in my research or discussions with other creators.
No one thinks of branding this way, as far as I know.
But I do. Here’s why:
Personal brands shouldn’t be approached with the sole intention of making money. They should be an activity worth pursuing even if you fail to ever earn a dollar.
Being true to yourself as you create your brand makes the activity emotionally worthwhile regardless of the outcome. A personal brand requires introspection and brings clarity to who you are—and who you want to become—that transcends the realm of marketing.
Done right, it has a larger impact on our mental well-being than on our wallet.
In today’s society, many people are earning money to buy health.
Pursuing an activity that earns both health and money sounds like a sweet deal.
Building a personal brand is a way to do more than just sell your books. It allows you to teach what you know, share what you learn, and explore your interests in a way that builds credibility and reputation.
It’s a digital asset essential to a long, healthy, and profitable career.
And it’s never too early to start.
The Importance of a Personal Brand
People struggle when they don’t have direction. It’s difficult to maintain momentum when you don’t know what you’re working towards. Personal brands clarify your purpose and goals, and provide self-awareness in all activities.
In the current age, it’s not only the strength of your writing or the power of your stories that matter—it’s who you are. It doesn’t matter if you write a bestseller, no one will buy your next book if they learn you’re an asshole to waiters.
But a personal brand isn’t about presenting a false face to the public to increase your reputation.
You’re not a politician.
Your brand is your story, and is stronger when approached with authenticity. People buy from those they respect and admire; honest representation is how you earn it.
Your brand becomes a digital asset you can utilize at any time. Once established, it not only generates income, but opens doors and provides access to top-level professionals. It’s the traffic source of the future, not just of readers, but of colleagues and mentors.
Personal brands allow you to position yourself to attract the readers, collaborative partners, and media opportunities you most desire.
It’s an essential step to intentionally designing your future.
It’s a plan you create based on your priorities, and allows you to seize ownership of your creative and financial life.
It’s what you do, why you do it, and who you do it for.
You still have a brand even if you don’t create one for yourself—you’re just not in control of it.
You leave an impression on those who meet you or read your work. Therefore, you have a brand right now, even if you’re not aware of it.
Especially if you’re not aware of it.
As Jeff Bezos said: “A brand is what other people say about you when you’re not in the room.”
We all want people to say nice things about us, so let’s get intentional with our personal branding.
What Is A Personal Brand, Really?
A personal brand isn’t just colors, taglines, and font choices. It’s a blend of your skills, passions, and interests. It stems from your values as a person and your goals as a creative.
The old style of marketing was transactional. The goal was to maximize book sales. The author hardly mattered beyond the information or entertainment value of their work.
Nowadays, marketing is based on relationship.
Through the internet we have the ability to conduct real conversations with our audience. We can develop trust and kinship. This approach turns readers into fans.
And the best brands tell a story.
Brains find stories 22x more memorable than facts or figures alone. Consider Nike: do they talk about shoes, or tell the story of athletic determination?
In the current age of social media, even the smallest businesses and creators with no budget have the opportunity to grab attention. And who better to create a brand story than a storyteller?
Your story consists of your past (the journey to where you are) and your future (the journey to where you’re going). The target audience is anyone who has experienced a similar journey, or shares similar goals.
Consumers buy two things: products they need and people they like.
My cousin maintains an active membership with Elegant Literature even though she has no intention of ever writing fiction. She bought into me as a person.
The goal of your personal brand is to have your audience buy into you (because of your journey and goals) and ultimately choose to consume your work based on their belief you are someone worth supporting.
On the flip side, those readers who find you through your work will discover an individual who speaks to their own desires. They’ll identify with you and be willing to buy into your next venture.
When the pieces of your brand come together—when values, goals, and story align—it fosters loyalty.
It makes you memorable.
You attract readers, rather than having to hunt them down.
The process is also far more enjoyable.
Which would you rather do: create ads and book promotions, or discuss your interests and share your experiences while building valuable connections with real people?
With a personal brand, you don’t need to rely as heavily—if at all—on paid ads, SEO, or cold outreach.
There’s no need to wait for readers to “figure you out”.
Share your story with them from the beginning. Don’t make them guess why they should care about you or your books.
Tell them why.
As soon as you can.
Your Personal Brand
Personal brands help you understand yourself, provide opportunities, and attract like-minded people.
Developing one will help you sell books, but it will also help clarify your purpose and keep you on track during the trials of life.
Creating a brand is an activity you should undertake before you think you’re ready, long before you have a book to sell. It will set you on the path for success, both professionally and personally.
So how do you do it?
How do you stand out from the crowd?
Let’s get one thing straight: You already do.
Your family, friends, and colleagues think you’re unique. Adding more people to the equation doesn’t change that.
The intersection of your life experiences, your interests, and your goals can’t be replicated. You haven’t met someone identical to yourself, and you won’t.
But there are people who are similar.
Those people don’t become your competition. They become your audience, your peers, and your mentors.
And you find them by curating your brand.
This isn’t an exercise in subtraction. Too often, people think of their “brand” as needing to be better than others to find success.
Far from it.
It’s collaborative.
Explore who you are and who you want to become, and align with others who share similar goals.
Build each other up. Share learnings. Create community.
Approach life with the objective of growing and learning and sharing.
We can all resonate with that, and it fosters positivity.
Not just in your audience, but in yourself.
Next, we’ll go over the tactical aspects of building a personal brand in the modern landscape.
