Everything You Need to Know About Building Your Author Brand
My interview with branding expert Janis Sadoyama (you don't want to miss this!)
I am so lucky to have had the opportunity to interview Janis Sadoyama, the marketing genius behind Launch My Brand Today, about why we as authors need a brand and how to create one. Thank you Janis for sharing your expertise so freely!
You’re going to want to save this interview and come back to it again and again.
1. So what is a brand exactly, and why do authors need one? How does it help me?
When most people hear the word “brand,” they immediately picture logos, taglines, or well-known companies like Nike and its iconic “Just Do It.” But at its core, your brand is really your reputation. Whether you realize it or not, you already have a personal brand; it’s the way people think of you, the impression you leave after a conversation, or how they feel when they read your work.
For authors, being intentional about your brand is crucial. A thoughtfully built brand helps you stand out and creates trust with your readers. Trust is the foundation of any successful relationship, and it’s no different in the world of books. When readers trust you, whether you’re writing fiction or nonfiction, they see you as reliable. Not predictable in a dull way, but dependable in a way that makes them want to come back for more.
As an author, building your brand is especially important for visibility and recall. You want people to remember not just your book titles, but you, your unique voice, your perspective, your approach. In a world where thousands of books are published every day, your brand is what helps you stand out.
When readers remember you and your work, they’re more likely to recommend your books, share your content, and look for your next release. Your brand becomes a shortcut in their minds, a signal for the kind of experience or expertise you offer. Ultimately, a memorable brand turns casual readers into loyal fans, and helps you grow your audience in a way that feels authentic and true to who you are.
2. How is a brand different than a website or a social media presence?
Your brand is the foundation; it’s who you are, what you stand for, and the feeling you leave with others. Your website and social media presence are simply tools that help express and amplify that brand.
Think of your website and social platforms as doorways into your world. They’re places where readers and fans can experience your brand in action, learn about your work, connect with your message, and interact with your expertise or personality. But having a brand isn’t about having a fancy website or being on every social platform. It’s about consistency and intention.
A strong brand shows up everywhere you go, online and offline. Your digital spaces are just additional touchpoints. They reinforce who you are and make it easier for people to find, remember, and engage with you. When you invite people into your brand ecosystem, you’re creating a community that extends beyond your books, a place where your value, your story, and your expertise can truly shine and grow.
3. How is an author brand different from a book brand?
An author brand is all about you, your unique personality, values, voice, and the overall experience readers can expect from your body of work. It’s your personal reputation and the connection you create with your audience, no matter what you write.
A book brand, on the other hand, is focused on a specific book or series. It’s centered around the subject, theme, genre, or even the world you’ve built within those pages. While a book brand draws people in for that particular story or topic, your author brand is what keeps readers coming back for more, even as you grow and evolve.
In short: a book brand makes readers interested in one title, while an author brand makes them lifelong fans of you.
4. How is having a brand going to help me sell my book?
It all comes back to trust. People want to buy from someone they feel connected to, someone they believe will guide them, entertain them, or bring value to their lives. When you build a strong personal brand, you give potential readers a reason to trust you. That trust translates directly into book sales.
A well-defined brand creates credibility, sparks curiosity, and can even make your book feel like a must-have. When readers know what you stand for and what kind of experience you provide, it removes doubt from the buying decision.
At its core, buyers need three things to make a purchase:
Credibility—they need to believe you know your stuff.
Curiosity—they want to feel intrigued or inspired by what you offer.
Necessity—they need to see why your book matters to them right now.
Your brand delivers all three. It makes your book more than just another title on the shelf, it makes it your book, with a story and value only you can offer. That’s what helps you stand out and, ultimately, sell more books.
5. "Brand" sounds super formal, not to mention expensive. How do I start to build a brand without spending a lot of money? Are there first steps for an author to take?
Don’t let the word “brand” intimidate you. At the end of the day, it’s just your reputation, your energy, your vibe, the feeling people get when they encounter your work. The best part? You don’t have to spend a lot to get started.
Begin by Googling yourself. See what already comes up when someone searches your name online. This helps you understand what’s out there and where you might want to make improvements.
Next, take advantage of free tools, especially social media. You don’t have to be everywhere. Choose one platform you’re already comfortable with (it’ll be easier to stick with), and start sharing small pieces of value. Share insights from your book, your writing process, or your unique perspective. Let people get to know you and what you’re about.
If social media isn’t your thing, consider creating a simple (and free) website with platforms like Wix or Google Sites. Even a single page with a bio and links to your work can go a long way.
Building a brand is about consistency, authenticity, and showing up. It doesn’t require a big budget, just the willingness to share a little bit of yourself, one post or page at a time.
6. If I am uncomfortable with self-promotion, what can I do to build my brand that doesn't spike my anxiety?
You’re not alone, many authors (especially introverts) feel uneasy about self-promotion. Here’s the good news: you don’t have to shout about yourself to build a strong brand.
Instead of focusing on “promoting,” shift your mindset to “serving.” Lead with value. Share your insights, experiences, or helpful tips that genuinely benefit your audience. When you approach brand-building as a way to help or inspire others, it removes the pressure and feels much more authentic.
Let your writing do the heavy lifting. Share excerpts, behind-the-scenes stories, or lessons learned during your creative journey. Start conversations or answer reader questions. Think of it as offering an invitation into your world, rather than making a sales pitch.
At its core, your brand is about connection. Focus on being generous with your knowledge and perspective. Over time, your audience will naturally grow, and self-promotion won’t feel like “promotion” at all, it’ll simply be sharing what you love with people who appreciate it.
7. What's the biggest mistake authors make when building a brand and how can they avoid it?
The most common mistake is trying to be everything to everyone. When you try to appeal to everyone, your message gets diluted and it becomes hard for people to remember what makes you unique.
Clarity is key. Take the time to get really clear on what you want to be known for, your unique perspective, expertise, or the themes you’re most passionate about. This doesn’t mean you can’t evolve or explore new topics as you grow, but starting with a focused message helps people quickly understand who you are and what you offer.
The secret is to honor what makes you different. Don’t spread yourself too thin by trying to cover every topic or writing style. When you have clarity and consistency, your brand becomes memorable, and that’s what helps readers recall and return to you.
In short: Focus on what sets you apart and own it. The clearer your message, the easier it is for readers to find you, and for your brand to stick.
8. Can AI help me build my brand? How? Is AI changing branding?
Absolutely! AI is an incredible tool for authors and brand-builders. It can help you brainstorm, clarify, and organize your ideas. For example, tools like ChatGPT can help you identify what makes you unique, refine your messaging, and even suggest ways to communicate your story more clearly.
AI is also changing the branding landscape by making it easier than ever to create. You can use AI to generate social media post ideas, design visuals, plan your content calendar, or even draft website copy. It’s like having a creative partner on call, one that saves you time and energy, so you can focus on the work only you can do.
Most importantly, AI is here to support you, not replace you. The human element, your voice, your story, your perspective, will always be at the heart of your brand. AI just makes it easier to share that with the world.
9. How does an author know if their brand strategy and actions are actually working?
A brand coach is like having a trusted guide and sounding board on your branding journey. They help you get clear on what sets you apart, define your message, and identify the audience you want to reach. With their outside perspective and expertise, a coach can spot the strengths, stories, and opportunities you might overlook, and help you bring them forward in a way that feels true to you.
A brand coach can also help you:
Clarify your goals and strategy
Develop your brand voice and story
Create a plan for sharing your work (online, in-person, or both)
Stay accountable and motivated through the ups and downs
The investment can vary widely, depending on what you need. Some coaches offer group workshops or self-paced courses that are more affordable, while others provide one-on-one coaching or done-for-you services, which can be a bigger investment. Think of it as investing in a shortcut to clarity, confidence, and consistency.
The right brand coach will meet you where you are and help you get to where you want to be, saving you time, second-guessing, and missed opportunities along the way. If you’re ready to grow your impact or feel stuck on your own, it can be one of the best investments you make in your author career.
11. What are some easy things authors can do to build their brand that they often overlook?
There are so many simple but powerful actions authors can take that often get missed in the hustle of writing and publishing. Here are a few:
Update your bio regularly. Your author bio is often the first introduction readers get to you, so make sure it reflects your current voice, interests, and accomplishments.
Engage with your readers. Reply to comments, emails, or messages, even short, genuine responses can turn a casual reader into a loyal fan.
Share your process. People love behind-the-scenes peeks, photos of your writing space, your favorite writing snacks, or even your daily routine make you relatable and memorable.
Collaborate and connect. Partnering with other authors, joining podcasts, or participating in online panels introduces you to new audiences and adds credibility.
Use your email signature. Add a short line about your latest book, website, or a fun fact to every email, it’s an easy way to remind people of your brand.
Small, consistent actions create lasting impact. You don’t need to do everything at once. Focus on being present, authentic, and generous with your insights and stories. Over time, these little touches add up to a memorable brand that readers connect with and share.
12. Do you have thoughts on building a brand for fiction or memoir authors?
Whether you write fiction or memoir, your brand is all about the emotional connection you create with readers. For fiction authors, your brand might center on the types of stories you tell, your themes, your unique voice, or the worlds you build. For memoir authors, your brand is often closely tied to your personal journey, your perspective, and the lessons or inspiration you share.
A few tips for both:
Lean into what makes your stories or experiences unique. What emotions, themes, or topics do you keep returning to? Let these be the thread that ties your brand together.
Share your “why.” Readers love to know what motivates you to write, what inspires your stories, or what you hope they’ll take away from your work.
Show up as yourself. Even if your books are fiction, your personality and point of view matter, whether it’s in your author bio, social posts, or how you interact with your audience.
Engage with your community. Invite readers into your process, ask for their input, or share the real-life experiences that shaped your writing.
Whether you’re sharing imaginative worlds or deeply personal truths, remember: your brand is about building trust, connection, and a sense of belonging. Let your unique perspective shine, and don’t be afraid to let readers see the person behind the words.
13. Anything else I didn't ask but that you want to talk about - please add anything you want here.
I just want to encourage every author reading this: you don’t have to build your brand alone. Whether you’re just starting out or looking to take things to the next level, remember that your brand is a reflection of who you are and the impact you want to make. Don’t be afraid to show up imperfectly or try new things, growth happens outside your comfort zone.
I’m here to help, brainstorm ideas, and be a creative partner as you navigate your brand-building journey. If you ever feel stuck or unsure, just know that you’re not alone. The most important thing is to stay true to yourself, keep sharing your unique voice, and trust that the right readers will find you.
If you ever need support, want to bounce around ideas, or have questions, I’m just a message away, hello@launchmybrandtoday.com. Your story and your brand matter, let’s make sure the world gets to see it.
In My World
I am unprepared for fall to arrive. I’m happy to see the hot weather end and be in a more temperate temperature zone for sure, but my August was so crazy that it flew by, and I don’t feel as though I ever actually sat in it and actually experienced August.
I just finished up an edit of a book about legal tech AI, which was fascinating. I’m enjoying working with a memoirist who writes beautifully. And I’m coaching several clients with really fun self-help books in progress. Two clients are going to be uploading their books to Amazon KDP for self-publication in the next couple of weeks, and I’m excited to order those and hold them in my hands.
I will have an announcement about a book of my own in the next couple of weeks, so stay tuned!
Obsessed With…
Now that The Gilded Age is over and the Downton Abbey movie isn’t out yet, I’ve been looking for a show that fills that void. Lots of people have recommended A Place Like Home on Prime, and so far, I’m really liking it. It’s set in the 1950s, so not as old a period, but still very period-esque. It’s about a nurse who returns to Australia after 20 years away. It gives Call the Midwife vibes a bit.
All the Other Mothers Hate Me by Sarah Harman is my latest can’t put down book. It’s slightly snarky and anti-perfect mom culture rolled into a mystery at a school in England.
Good Goods
This week is all about fireman’s chowder. Our local volunteer fire department hosts a fair every Labor Day Weekend, and they sell an amazing chowder that has beef, clams, beans, corn, peas, tomato, and potato in it. My family has stood in line for this chowder my entire life, and we’re continuing the tradition. We bought two gallons and froze most of it.
Note: Some of the links in this newsletter provide me with a small referral fee.