Why Author Brand Positioning Matters

You know what you think of whenever you hear the word “brand”. Doesn't it sound like a slick, soulless marketing term. I first encountered the term “branding” in 2008 while running my creative and advertising agency, Oba Kunta Octopus. We were transitioning from mainstream advertising into full-scale branding, exploring how identity and positioning could transform public perception. Our company became a pioneer in this space, generating millions by selling the concept to businesses across Nairobi. Then I transformd into publishing and long before I wrote my first novel, I learnt that many writers do not see the necessity of branding, seeing themselves as artists forging genuine connections with strangers through the magic of words and wanting to be reclusive, which is fashionable for authors and their preferred modus operandi (me being one of them). But the million dollar question is this: In an age where an author’s public persona can make or break their career, is the quiet mystique of reclusion still a more powerful brand than curated visibility—and if so, at what cost to their reach and relevance?

Granted, technically, the word “brand” is just a marketing term — but really, it describes the literary magic that happens when your work connects deeply with readers because it’s a true reflection of who you are. Because here’s the truth: if you don’t shape your own image, your readers will do it for you. By defining your brand intentionally, you take charge of how you’re seen — instead of leaving it to chance.

The cold truth is readers don’t just buy books; they buy into the person behind the book. In an age of self-publishing, competition is fierce — thousands of titles go live on Amazon every single day. Without a clear author brand, your work risks being overlooked.

What many don't know is that as a person, you are already a brand. It's about who you are, how you behave and the way people see you. Call it character, yes, —whether you’ve consciously shaped it or not, it’s the essence of who you are and how you show up in the world. It’s the tone in your voice when you speak, the way you respond under pressure, the way you handle emotions and acts in crisis, the values you stand for, the way you treat people, and the promises you consistently keep. In personal branding, this is often called your “character,” but it’s more than just personality traits—it’s the total impression you leave on others, both online and offline. When you understand and actively shape your brand, you stop leaving your reputation to chance and start influencing how people perceive, trust, and connect with you.

Many people romanticize the stereotype of the “eccentric author”—the reckless bohemian, the disheveled drunkard, the moody recluse who emerges only for book launches. And yes, for better or worse, those quirks become part of their brand. We know of Ernest Hemingway’s wild adventures, Hunter S. Thompson’s chaotic lifestyle, Emily Dickinson’s quiet seclusion, F. Scott Fitzgerald's eccentric, flamboyant, and sometimes odd public behavior, among others. Indeed, many bestselling American novelists had queer characters that became their brand. Mark Twain wore white suits year-round, spoke in long, satirical monologues, and cultivated a mischievous, flamboyant public image; J.D. Salinger was famously reclusive, refused interviews for decades, and lived in near-total isolation while continuing to write in secret; Edgar Allan Poe had erratic public behavior, turbulent relationships, and was known to vanish for days during drinking binges; Harold Robbins had a public persona that could be described as flamboyant, even outrageous at times, and it became part of his brand; James Baldwin was openly gay in mid-20th-century America at a time when homosexuality was criminalized and violently stigmatized, was opnely honest about racism, was famoulsy reclusive, living in isolation in Paris for a greater part of his writing life. These were some of America's greatest authors and the odd characteristics all defined their author brands and shaped how the world viewed them and their work.

But here’s the thing—your brand doesn’t have to lean on dysfunction to be memorable. You can be known for poise, reliability, and respectability while still being fiercely creative. Dressing well, speaking thoughtfully, honoring deadlines, and treating people with respect doesn’t make you boring—it makes you trustworthy. And in a world where readers and publishers often buy into you before they buy your book, that trust is worth more than any romanticized “bad genius” image. At its core, your brand is—and will always be—your reputation. So forget about authors being reckless artists, badly dressed drunkards, reclusive characters, etcetera and cutivate some good and respectable behavior, and dress and talk decently because at its core, your brand is your reputation— the way readers see you and the expectations they have when they pick up your book, follow you online, like or comment on your social media posts, or join your mailing list.

This brings us to self-publishing branding strategy. The question is often asked: Why would a creative person like me care about branding? Oh, pardon me—I know as a creative writer I’m not supposed to harp on about technique or strategy. But let’s be honest: we’re no longer in the age of art for art’s sake. Here it is for reality: until you’ve mastered your genre and can answer the question, “What do you write about?”, you’re groping in the dark. All the greats have a clear identity. One word and you know them: Stephen King—horror. John Grisham—legal thrillers. Harold Robbins—sex and money. Brad Thor—espionage. Harlan Coben—mystery. Nora Roberts—romance. E.L. James—erotica. Robin Cook—medical thrillers. Dan Brown—religious-conspiracy thrillers. James Clavell—epic historical sagas. Sidney Sheldon—glamour and suspense. John le Carré—spy fiction. Wilbur Smith—adventure and historical epics. David Baldacci—political and legal thrillers. Michael Crichton—science and techno-thrillers. Frederick Forsyth—political and military thrillers. Robert Ludlum—espionage and conspiracy thrillers.

This isn’t new. Branding your writing—owning a genre and being instantly recognizable—is as old as commercial fiction itself. From the earliest serialized novels to today’s bestselling thrillers, authors have succeeded not just by writing well, but by staking their claim in a specific corner of the literary market. When readers see your name, they should know exactly what to expect. That clarity—your literary brand—is what separates the greats from the also-rans.

Master your genre, define your voice, and the world will remember you. Positioning yourself means answering three key questions:

1. Who am I as a writer? (Genre, voice, themes)

2. Who am I writing for? (Target audience)

3. Why should readers care? (Your unique promise)

Master author branding as a self-published writer: define your genre, shape your voice, build trust, and stand out with proven branding techniques.

Strategies for Establishing Your Author Brand

It's essential to establish author identity and brand, author voice and brand identity. Author brand positioning—top in self-published writer branding strategies—means creating a genuine author brand, which isn’t just about marketing—it’s about sharing your unique voice and story in a way that resonates deeply with readers. But where do you start? The foundation lies in understanding three core elements: your purpose, your audience, and what sets you apart.

Begin by clarifying your creative purpose. Ask yourself: What kind of stories do you want to tell? Are you crafting thrilling mysteries, heartfelt memoirs, or vibrant graphic novels? Beyond the genre, consider the formats and mediums that excite you—whether it’s writing books, hosting podcasts, or engaging in public speaking. Knowing exactly what you aim to create helps shape your brand’s direction.

Next, reflect on your motivation. What drives you to write? Is it to inspire empathy, offer an escape, challenge perspectives, or simply express your authentic self? This deeper “why” informs the emotional core of your brand and helps readers connect with your work on a personal level.

Then, identify your ideal reader. While genre guides you toward a general audience, thinking beyond demographics to picture the real person behind the reader is key. Imagine their daily life, hopes, struggles, and what they seek in a book. Who is the person who will eagerly pick up your book on release day? Understanding your audience intimately lets you tailor your messaging and build genuine connections.

Then you bring in the aspect of your brand story. Your personal journey also adds richness to your brand. What experiences, challenges, or revelations have shaped your path as a writer? Sharing these stories builds trust and invites readers into your world beyond the pages.

Finally, consider your unique offering—the distinct voice or perspective that only you bring. This is your value proposition, the heart of your brand. It answers the question: Why should readers choose your stories over others? By clearly communicating this, you create a memorable presence that draws readers in and keeps them coming back.

In short, building your author brand means weaving together your creative goals, motivations, audience understanding, personal story, and unique promise into a cohesive identity that feels true to you—and compelling to your readers.

Positioning Yourself as an Author: Branding Tips For Self-Published Writers (Part One of a series on Author Brand Identity)

A U G U S T 2 0 2 5

An author launching his new book

You’ve done it—you’ve written a book. That alone is no small feat. You reread your pages, and the prose glows back at you. This is it, you think. This is the kind of writing people are hungry for. You glance at the shelves crowded with what passes for literature these days and can’t help but scoff. Compared to that, your work is sharp, rich, unforgettable. In your mind, it’s not just good—it’s a bestseller waiting to happen. You say to yourself, "This is the finest. This is the stuff people need to read. Look at the awful stuff so-called writers write and publish. Mine—this one is definitely a bestseller!" You're right. You're absolutely right. Your writing is good and you believe in it and definitely it can be a bestseller. Yeah, you know we all dream about becoming a successful author of a best-selling novel—but in today’s publishing world, finishing the manuscript is only half the journey. The other half? Making sure the world knows who you are and why your story matters. This is where positioning yourself as an author comes in.

Ever thought of author positioning as your place in your readers’ minds? Yes, it is. Done well, it makes your name and books instantly recognizable. Done poorly, even the best-written book gets lost in the crowd. Oh, how I hate to be the bearer of bad news.

Five Author Branding Tips for Self-Published Writers

Let's look at self-published author branding tips on how to position yourself as an author.

1. Define Your Author Identity

Are you the witty contemporary romance writer? The gritty crime novelist? The thought-provoking memoirist? Your genre, tone, and values shape your identity. Write a one-sentence author positioning statement and use it everywhere — on your website, social media, and press materials.

Your author brand is the person readers believe you are beyond the pages of your books. Yes, what you write shapes it — but why you write and how you express yourself are just as influential.

To define your author brand, think about the impression your words and actions leave. How do readers interpret your tone, your values, and your presence? When they imagine the person behind the stories they love, what picture forms in their minds?

It’s easy to dismiss these as small details, but they’re often the reason readers feel a pull toward certain authors. Maybe your heart skips a beat when Jacob Aliet posts on Facebook. Maybe you wish you could share coffee with Brad Thor. Maybe you want to convince Dan Brown to autograpgh his latest book.

That’s the power of an author brand — the mental snapshot readers carry of you as someone distinctive, approachable, and unforgettable.

Define your brand so clearly that you can answer the age-old question every author hears — “What do you write about?” — with confidence, clarity, and intrigue.

Example, for me Okang'a Ooko:

“I write vivid, character-driven African fiction exploring identity, culture, history, love, and politics.”

Still with me?

2. Build a Professional Author Website and Create Social Media Presence

Author platform building is crucial. A polished website acts as your online headquarters. An author website is your digital home base — a professional, controlled space where readers, publishers, and industry contacts can learn everything about you and your work.

At a minimum, your author website should include:

• A clear author bio

• Book pages with purchase links

• A professional author photo

• Website color scheme

• Links to your social media platforms and your social media profiles

• A mailing list sign-up

• Contact info for media & readers

Unlike social media platforms that frequently change algorithms and rules, your website is a stable hub showcasing your books, biography, events, blog posts, and contact info. It builds credibility and provides a place to capture emails, sell books directly, and share exclusive content.

Social media complements your website by offering dynamic, real-time ways to engage with readers and expand your reach. Platforms like Twitter, Instagram, and Facebook enable you to build community, interact with fans, and promote new releases or events instantly. Having a strong and engaged follower base on social media is crucial because these followers amplify your message by liking, commenting, and sharing your content, which helps you reach new readers organically. The larger and more active your followers, the greater your visibility and influence in the market.

Together, your website and social media create a powerful author brand — your website as the trusted foundation, and social media as the lively front porch where conversations happen and fans gather. Investing time in both ensures you grow your audience, deepen relationships, and open doors to new opportunities.

If you don’t have one yet, consider working with a professional book and author services provider (like I offer at Okangaooko.com) to ensure your site aligns with your brand.

3. Show Up Where Your Readers Are

If your audience loves Instagram aesthetics, invest in quality cover reveals and behind-the-scenes posts. If they’re on LinkedIn or Medium, focus on thoughtful essays or excerpts. Consistency is key — the more you appear, the more readers trust you.

4. Develop a Visual Brand

Your book covers, author photo, author logo, website colors, and social media graphics should share a consistent look and feel. This visual brand helps readers instantly recognize your work in a crowded marketplace.

5. Tell Your Story Beyond the Book

Your readers connect with you. They want to know who you are besides your stories, not just your plot. Picture how much you want to know about your favourite author, how much you dig into the background of dead authors like Virginia Wolf, Hemingway etc and want to know the real person behind these stories. Readers always want to know the human being behind their favourite storue. That is why we grieve when we learn about the hard and sad lives of authors like Emily Dickinson, Zora Neale Hurston, James Badwin etc. Share your inspirations, challenges, and behind-the-scenes journey. The more authentic you are, the stronger your reader relationships become — and the more loyal your audience grows.

Readers Are the Bedrock: Build an Email List and Following

Audience targeting for authors is the deliberate process of identifying and understanding the specific group of readers most likely to connect with your work, then shaping your marketing, messaging, and even your creative choices to attract and keep them engaged. Every successful author understands one truth: readers are the foundation of your career. Without them, even the most beautiful book will disappear into the noise. The best way to nurture that foundation is by building your own reader list — an email list you control, not just followers on a platform you don’t own.

• Why an Email List Matters: Social media algorithms can change overnight, but your email list is yours forever. It gives you direct access to readers who have already shown interest in your work.

• How to Grow It: Offer a freebie — like a sample chapter, short story, or exclusive behind-the-scenes look — in exchange for their email address.

• How to Use It: Send regular updates, sneak peeks, and personal notes. Not every email should be a sales pitch; make your subscribers feel valued.

A loyal reader list means that when your next book launches, you already have an audience ready to buy, review, and spread the word. Think of it as your author safety net and launchpad rolled into one.

Pro Tip: Start Before Your Book Launch

Many authors wait until their book is out to start positioning themselves. By then, it’s too late to build the momentum you need. Begin shaping your brand, growing your list, and engaging with readers months before your release date.

Conclusion

Positioning yourself as an author isn’t just about selling your current book — it’s about laying the foundation for your entire writing career. With the right brand and a strong reader list, your name becomes a magnet for attention, trust, and book sales.

If you’re ready to refine your author brand and grow your audience, I offer professional author services — from cover design and book formatting to self-publishing consulting, including genre branding for authors, author marketing for self-published writers — so your work looks as good as it reads.

Contact me today to start building your author presence.

Stay tuned for Part Two.