The Art of Branding... and why it matters in self-publishing.

The Art of Branding within publishing is not a one-size-fits-all situation.

It takes time. Dedication. And a clear understanding of who you are and the vision you want to create — not just for your brand, but for your readers.

In this three-part series, we’ll break down branding in publishing in a way that allows any self-published author to thrive. By the end, you’ll be able to build an Author Identity you’re proud of — and an Authorpreneurship that supports your long-term goals.

But first — what is Author Identity?

I use the term Author Identity when I talk about branding because writing, especially when you self-publish, isn’t just a hobby.

It’s a business.

You’re not just an author. You’re also the publisher. The marketer. The brand.

You’re building something bigger than a single book.

That’s where Authorpreneurship comes in.

Authorpreneurship is the shift from writing for yourself… to building something that works for you.

It’s the moment you stop thinking like only a writer and start thinking like the owner of your author career.

• Your Author Identity is the foundation.

• Your Authorpreneurship is what you build on top of it.

To begin, we’ll start with Author Branding — and how to build your authorpreneurship like a bestselling author, without waiting for permission from traditional publishing.

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What Is Author Branding — and am I doing it already?

In self-publishing, you are not only the CEO of your business — your name is the star on your cover, and more importantly, you’re the storyteller behind the words. Which means you are the brand.

Here's an example:

Imagine you’re a huge Stephen King fan.

You’ve collected all of his books. You hear he’s releasing a new one. You’re excited.

Except… it’s a romance.

No hate to romance. But what?

You were expecting his usual brand — the genre, the tone, the psychological tension, the promise.

Over the years, he built a silent agreement with readers. When they pick up his name, they know the kind of experience they’re signing up for.

That silent agreement?

That’s author branding.

Author branding isn’t just about what you write. It’s about what readers expect from you.

It’s:

• The tone you consistently deliver.

• The genre you stay rooted in.

• The emotional payoff readers come back for.

• The themes you circle again and again.

When readers love one of your books, they don’t just buy the next title.

They buy you.

And that trust doesn’t happen accidentally. It happens through consistency.

Now — here’s where design comes in.

Author Identity is that promise.

Design is how that promise shows up visually.

• Your logo.

• Your website.

• Your color scheme.

• Your fonts.

• Your symbolism.

• Your author photos.

Those things shouldn’t feel random.

They should reinforce the tone of your work.

If you write dark fantasy, your branding shouldn’t feel pastel and whimsical.

If you write cozy romance, your visuals shouldn’t look like a horror trailer.

When you self-publish, you don’t have a publishing house shaping that cohesion for you.

You are the publisher.

Which means your brand — both written and visual — is your responsibility.

And when it’s done well?

Readers recognize you instantly.

That’s the goal.

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Now that you understand Author Identity, do you think you can master this skill on your own?

If not, don’t worry. My team and I are dedicated to helping authors achieve their goals — and it starts with understanding what you need before you ever hire a designer.

So whether you work with us or someone else, know this: you’re now equipped to stand on business and make decisions that support your career.

Because that’s why you're here, right?

Come back for Part Two of the series, where we’ll focus on Book Branding.

And here’s a hint — it’s not just about models, artwork, and typography.

I know. Shocking.

Next time, we’ll break down how to hire the right designer, what to look for before you hire them, and how to build book branding that actually supports your Author Identity.

Until next time! Happy Writing.