Why every author needs a brand (and why it’s not as pretentious as it might sound)

You might not have given much thought to branding, but every author needs a brand. Brand expert and designer Maria Saracen explains why. 

Maria Saracen is a branding strategist, New England Emmy Award–winning television producer, and writer (currently working on her memoir) who helps other authors and entrepreneurs build beautiful, strategic online homes. She’s the creator of “The No Fuss Author Website,” a toolkit to help you create a brand and online presence you feel proud to call your own.

I am so impressed with this toolkit that includes website design templates and instructional videos that I asked Maria for an affiliate link and a discount for you! Use my compensated affiliate link and coupon code LUCKY7 to save $7 through July 21, 2025!

Why every author needs a brand (and why it’s not as pretentious as it might sound)

By Maria Saracen

When I was four years old, a friend and I had a genius idea: peel every label off every can in his family’s pantry while the babysitter wasn’t looking. That poor household spent the next month playing dinner roulette.

Was it peaches? Beans? Cat food? Who knew! It was chaos, and we were supremely proud of our work.

Why am I telling you this? Because packaging matters.

And yes, this includes how you package yourself as an author.

Author branding is your “packaging”

When you don’t have clear, intentional packaging—aka, branding—readers may stumble across your work, but just like those mystery cans… they won’t know with confidence what’s inside.

You may even be exactly what they’re looking for, but if you don’t clearly communicate who you are, what you write, and why you write it, it’s very possible they’ll scroll right past.

And honestly? That’s kind of sad.

Now, in full disclosure:

Even the best branding won’t magically sell your books.

You still have to write good ones!

And yes, you can absolutely sell books without a polished brand.

But if you’re building a long-term career, trying to attract the right readers, and creating genuine connections with readers and industry professionals, then a strong, authentic brand isn’t just helpful—it can be a game-changer.

So what exactly is a brand?

Branding can feel abstract… maybe even a little pretentious. Like something that requires a PR team and a personal stylist. But here’s what may surprise you: if you’re writing and sharing your work publicly, you already have a brand.

What you wear, how you speak, the tone of your writing—even your favorite coffee mug—tells a story. The only question is: Are you shaping it intentionally or letting it show up in all its random glory?

How branding helps you

There are plenty of good reasons to make branding part of your author strategy. Here’s what a clear, thoughtful brand does for authors like you.

1. Helps you stand out in a crowded market

As you’ve probably noticed, there are a lot of books out there.

A clear, consistent brand helps you give readers something to instantly recognize and remember—in the best possible way!

2. Builds reader loyalty

When readers know what kind of emotional or thematic experience to expect from you, they’re far more likely to come back for more.

Stephen King? Chilling, masterful storytelling.

Maya Angelou? Lyrical wisdom and deep truth.

Sarah J. Maas? Swoon-worthy drama, rich fantasy, and fearless female leads.

These authors didn’t build their brands with flashy logos or catchy slogans.

Their brands were shaped by the experience readers consistently enjoyed through their work.

That’s what branding is at its core: showing up in a way that’s consistent, memorable, and true to your unique voice.

3. Makes marketing (way) easier

If staring at a blank screen isn’t your idea of fun, branding can save the day!

When you know your voice and message, you’re not reinventing the wheel every time you post, pitch, or write copy. Doesn’t that sound liberating?!

4. Opens doors

A strong brand shows the world that you take your work seriously—and that others should, too.

Publishers, agents, podcasters, and event organizers are far more likely to take notice when they instantly “get” who you are and what you stand for.

“But isn’t branding kinda… manufactured?”

Actually, no. Real branding isn’t about being slick or fake. It’s about turning up the volume on the most you parts of yourself.

“Real branding isn’t about being slick or fake. It’s about turning up the volume on the most you parts of yourself.” ~ Author branding expert Maria SaracenClick to tweet

Here’s how to keep your brand grounded and authentic:

• Amplify what you’re already doing. Look at the themes that keep showing up in your work. What do readers say about your voice? What lights you up?
  
• Embrace your quirks. Are you a thriller writer who collects souvenir spoons? A historical fiction author with a flock of backyard chickens? Tell us so we can get to know you!
  
• Spotlight your values. If there’s something you care about deeply—creativity, coffee, the Oxford comma—don’t be afraid to let it show up in your branding.

Where to begin: questions to build your brand

Confession time: I love designing pretty things. Fonts! Color palettes! Logos! Oh my! But if you start there without first knowing who you are and what you stand for, you’ll just end up redoing everything later. (Ask me how I know!)

So before you make it pretty, make it clear.

Start by asking:

• Who are you as a writer? What life experiences, values, or passions shape your stories?
  
• What do you write—and why? What themes or ideas keep showing up?
  
• Who are your stories really for? (Spoiler alert: not “everyone.”)
  
• What kind of emotional experience do your books deliver? Cozy? Cathartic? Unnerving? Romantic?
  
• What do you want readers to feel or understand about you—whether they’re reading your book, your bio, or your latest blog post?

The more honestly you answer these questions, the clearer your brand can become.

And the clearer your brand is, the easier everything else gets—from social posts to back cover blurbs.

Where to use your brand (AKA, your author touchpoints)

Once your brand is dialed in, apply it liberally, like SPF 30 on a July afternoon. Build it into your:

• Website
• Social media accounts and content
• Book sales pages
• Presentations
• Printables
• Anywhere else you have a presence

The key is to show up consistently, wherever your readers encounter you. Over time, this consistency will build recognition, trust, and momentum.

#Authors, discover why you need an author brand, what to consider for yours, and newbie mistakes to avoid in this article by author branding expert Maria Saracen.Click to tweet

Rookie branding mistakes to avoid

It’s easy to make mistakes when branding is a new concept for you. You’ll want to avoid these common missteps when defining and refining your brand.

• Trying to appeal to everyone. You’ll dilute your voice and be less magnetic to your ideal readers. It’s better to resonate deeply with someone than superficially with everyone.
  
• Changing your brand look and feel constantly. Branding is a long game. Consistency builds trust and is the cardinal rule of branding.
  
• Ignoring your audience. Your brand is about you, yes—but it’s also about the relationship you’re building with your readers. Think about what they need and love from you.
  
• Trying to be someone else. You don’t need to be another version of someone else. You just need to be you—with clarity and intention.

Branding is a bridge

Branding is the bridge between you and your ideal readers—it helps them recognize you, trust you, and become loyal fans of your work.

And if “branding” still makes you wrinkle your nose, call it your “author vibe,” your “reader connection,” your “creative blueprint”—whatever helps you embrace it!

Just don’t leave yourself sitting on the shelf like a mystery can.

Show up with clarity, consistency, and heart so your readers know exactly what they’re getting… and why they’ll want more.

Author branding FAQs

1. What exactly is an author brand?

An author brand is the consistent and intentional way you present yourself and your writing to the world.

It’s how readers recognize your voice, tone, values, and the emotional experience they can expect from your books.

It’s not about flashy logos or being “salesy”—it’s about clearly communicating who you are and what you stand for as a writer.

2. Can I still sell books without a brand?

Yes, you can sell books without a clear brand.

But if you want to build a long-term writing career and attract loyal readers, a strong, authentic brand can make your marketing easier, help you stand out, and open up new opportunities with industry professionals.

3. Isn’t branding just for big-name authors or people with a PR team?

Not at all! If you’re sharing your writing publicly, you already have a brand—it just might not be intentional yet.

Branding isn’t about being slick or manufactured; it’s about highlighting the most “you” parts of yourself in a way that readers can connect with and remember.

4. How do I start building my brand?

Begin by getting clear on who you are as a writer.

Reflect on your values, the themes that appear in your work, what you want readers to feel, and who your books are truly for.

Once that foundation is set, you can align your visuals, messaging, and online presence to support it.

5. Where should I use my author brand?

Your brand should show up everywhere your readers encounter you—your website, social media, Amazon page, blog, newsletter, and even your author photo.

Consistency across these touchpoints helps build recognition and trust, which strengthens your connection with readers.

Have you created your author brand? Describe it for us in a comment!