As we’re in our third week of establishing your brand, at this point we’ve answered four essential questions to create your brand. From that you looked at five elements of an established brand, now you’ll translate the answers to the questions and your elements, and translate them into the pieces that will be a part of your brand messaging. Are you ready? From this, next week you’ll create three items that will be your key brand drivers. Only one more week to go, then it’s on to creating a platform.
Your Brand Story – This piece is probably the hardest to define as it sweeps across all four questions and a few of the elements of an established brand. A brand story creates a narrative structure to articulate what your business will accomplish. As stated in a great breakout from Cascadia Marketing, “You use your Brand Story to communicate what you stand for, what you promise, and what your customers experience.” Read more from that article on Brand Story here. Begin working on your brand story, we’ll refine it and have it ready just before we create a platform.
The brand story ties into describing what you write, why you chose to become a writer, and most importantly: why. By answering why your work should exist and why it should be read, you can clearly tell your brand story.
Personality – This will come straight from three previous exercises, the question regarding what your readers would say about you, the author, and what your Community and Experience will be. What is the personality of the author and the writing? How will you create a community by aiming for particular audiences and readership? Answer those questions, and you are on the path.
Leadership – Confidence goes a long way, and can sometimes be difficult for the self-deprecating mentality of creative types. You are not alone, in fact, read this post from Emily Temple at Flavorwire, giving you Hilariously Self-Deprecating Quotes from Your Favorite Authors. What can differentiate successful people in this world from those who talk a lot, but don’t seem to deliver, is leadership. True leaders are not satisfied with following trends, being compared, or doing what’s safe. They have to take charge and become the icons that are followed by others. So be sure your brand messaging has confidence and leadership in it. Just don’t promise something you can’t deliver or sound cocky, nothing turns agents, editors, and publishers off faster than someone who thinks they’re already a legend waiting to be discovered.
Fulfillment – This goes right back to a statement in the last paragraph. You have to fulfill every promise you make. Flakiness is not tolerated. When you say that you will deliver a certain experience to your readers, it’s essential that you fulfill the demand you determined you’d create from last week’s blog/exercise. As you decide where to position your work, as well, you have to make sure you deliver in the required content areas. As you determine the answer to your first and second questions, you’ll answer other parts of fulfillment, what your writing is and what catharsis your writing will carry with it.
Target – You have to make sure you hit your target. Now, later, we’ll spend an entire four weeks on target demographics alone. However, for now, look at the broad picture of who will be a part of your community. How will the essentials of your brand reach the target you aimed to achieve, both in the quality of your work and the audience you hope to build from the ground up.
As you take the answers from week one’s questions and the five elements of a brand from week two, you’ll notice that all of this work is going to become a giant interconnected web of amazing work that will require a lot of dedication, but the results will be great if you truly focus. There is a reason you are hearing a few terms over and over again, they’re the important ones to keep with you.
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Thanks everyone, talk to you again soon as we travel the Writer’s Conquest together.