What’s My Brand?

By James M. Jackson

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I am interrupting this blog before it even starts. Today is election day in the U.S. The only polls that count are tabulated from ballots cast. If you are eligible to vote and have not yet, please do.

Back to our regularly scheduled program.

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I attended the Wisconsin Writers Association Fall Conference last month. One session I found particularly helpful was on branding. Alicia Boemi, who wears many hats, led the session. She’s an author, bookstore owner, and marketing consultant.

Everything you do creates your brand. Keeping that in mind, she suggested that we consider how each proposed communication relates to the three contact pillars (Educate, Entertain & Connect, or Promote (us or our books) with Purpose). For example, I am writing this blog to “educate” by providing what I hope is interesting information that can be helpful to other authors, and yet still interesting to readers.

It’s not an academic paper, so I’ll infuse it with a bit of self-deprecating humor and personal facts that I hope will entertain and build our connection.

And at the very end, I include contact links, a bit of promotion with the purpose of giving you a way to connect with me and my work.

Well, duh, Jim. That seems obvious. Where’s the beef?

My key takeaway was to decide on three characteristics that define the key strengths or interests I want to bring to the party. Not about my writing style or my books—about my areas of expertise and ways of dealing with the world. We had five minutes to cogitate and record our answers. Here’s what I decided:

• Nature observer and photographer, especially of birds.
• Facts matter to me.
• My superpower is describing complex topics in plain language, especially related to business and finance.

A problem with this exercise is that the author is only defining how they’d like people to see them. That’s great for someone just starting out, but anyone who has been around for a while has a current brand, which they may not recognize.

What I did in the workshop was like taking a Myers-Briggs personality test, in which I answered questions about what I prefer. (I’d rather stay home and read a book than attend a gala at the Met.) However, what counts with people you are marketing to is what they perceive as your behavior. If all I posted on social media were things I did at large public gatherings, you could reasonably conclude I build my life around a large dose of public events.

That difference is why one of my favorite ways to assess human behavior is the Social Styles Model with its four quadrants of Amiable, Analytic, Driver, and Expressive. The questionnaire goes to people who deal with us. They assess our behavior based on how they see us interact with them and with others. I thought I was equal Analytic and Driver. The feedback was clear. People see me as a Driver (with a strong analytical component).

Who knew? Well, everyone, really, except me.

So back to branding and the three key characteristics that support my brand. I frequently talk about and post pictures of nature. I point out inaccurate claims and add nuance to black and white thinking, regardless of the political view of the originator, because facts matter. And as with this blog, I think I do a good job summarizing complex topics.

But—and it’s the big one I’ve been leading toward—that’s my perception. I’ve been blogging and posting on social media, attending author events, and meeting readers for many years. In addition to my intentions, what I need to know is how others currently describe me.

If the responses are consistent with my vision, I can carry on. If not, I need to reflect on the differences and either reframe my perception to fit reality and carry on, or realize I have work ahead to change my brand to match my ideal. Or some combination of the two.

Just because we have a brand doesn’t mean we’re stuck with it forever. Apple was once a niche computer company, and it changed to become a major consumer brand. Old Spice used to be an old man’s aftershave and rebranded for a younger, modern market. However, we have to know where we are before we can start to change.

So where am I? Your perspective will help me out. Drop your thoughts in the comments or send me an email at jmj@jamesmjackson.com. Thanks.

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James M. Jackson writes justice-driven thrillers with brains and bite, including the Niki Undercover Thriller trilogy and the Seamus McCree series. To learn more information about Jim and his books, check out his website https://jamesmjackson.com. You can sign up for his newsletter (and get a novella and two free short stories featuring his protagonists).