Let’s be real: the phrase “author brand” can make a lot of writers squirm. It sounds like something reserved for influencers, CEOs, or people who drink cold brew while typing on MacBooks in perfectly curated home offices. But here’s the truth: If you’re an author, you already have a brand. It’s simply the way readers perceive you and your books.
The real challenge? Building that brand without feeling like you’re putting on a mask or playing a role that doesn’t fit.
So, let’s talk about how to do this in a way that feels authentic, natural, and even a little fun.
1. Remember: Your Brand Is Just You
You don’t have to invent a shiny, Instagram-perfect version of yourself to be “marketable.” Readers connect with people, not robots.
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Love coffee? Mention it.
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Writing from your barn while chickens cluck in the background? Share that.
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Have a nerdy obsession with fountain pens, old maps, or Taylor Swift lyrics? Go ahead and sprinkle it in.
The quirks you think are too ordinary or silly are often the things readers love most.
Think of your author brand as your personality turned up a notch, not a character you have to play.
2. Share the Why, Not Just the What
Yes, you write books. But what makes you you as a writer?
Ask yourself:
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Why do I write the stories I do?
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What themes pop up again and again in my work?
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What do I want readers to feel when they finish one of my books?
When you share the heart behind your work, you’ll never sound fake, you’ll sound passionate. And passion is contagious.
3. Pick Platforms That Fit Your Personality
If you hate dancing on camera, TikTok might not be your happy place. If long-form writing feels natural, blogging or a newsletter could be your sweet spot.
You don’t have to be everywhere. Choose one or two platforms where you can show up consistently without dreading it. Readers can tell when you’re forcing it, and nothing kills authenticity faster than a half-hearted post.
4. Show the Messy Along With the Polished
Perfection is boring. Readers want to know that behind your beautifully edited book is a human who spilled coffee on their keyboard or had a cat walk across their manuscript mid-chapter.
The more you let your real life peek through, the more readers feel like they’re on the journey with you. They'll love stories about your lazy dog and typos, even your frustrations and victories.
5. Think Long-Term Connection, Not Short-Term Sales
Here’s the secret: your brand isn’t about convincing people to buy your book today. It’s about building trust so they’ll want to buy every book you write in the future.
So instead of thinking, How can I sell my book?, shift the question to:
How can I build a relationship with readers today?
That might mean sharing a story about your writing struggles, recommending another author’s book, or even asking readers questions about their favorite genres.
6. Give Yourself Permission to Grow
You don’t have to have your entire brand figured out from day one. As you write more books, your themes may shift. As you grow as a person, your voice online might change. That’s not being fake, it’s being human.
Think of your brand as something flexible, not set in stone. You get to evolve, and your readers will evolve with you.
Building your author brand isn’t about creating a perfect façade. It’s about leaning into the parts of yourself that are already real and letting readers connect with them.
If you stay true to who you are, you’ll never feel fake. And the best part? Your readers will feel like they know you, and that’s the magic that keeps them coming back, book after book.
Michelle Files
Michelle Files writes Mystery/Thrillers, Small Town Dramas, and Non-Fiction Books for Authors. She is also a professional copy editor and proofreader. Find her at MichelleFiles.com or TheAuthorFiles.com.
For a complete lists of Michelle's blogs, go to TheAuthorFiles.com.
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