Definition

‘A type of product manufactured by a particular company under a particular name.’ (Oxford Dictionary)

‘An identifying symbol, mark, logo, name, word and/or sentence that companies use to distinguish their product from others.’ (Investopedia)

Brand creates an awareness, recognition and appreciation. It is the way people are made to feel about the person/company and product.

Note: Though there may be some overlap, Author Brand should not to be confused with Author Platform. See previous article: What is an Author Platform?

Intent

In other words; what the author hopes to achieve through branding themselves. (Not as painful as it sounds – no hot iron burning into flesh.)

Their brand should:

• Present a picture, perception, identity, etc. specific to themselves.
• Distinguish what makes them unique and different to other authors.
• Demonstrate value.
• Inform audience of goals and objectives.
• Set expectations.

Branding is, in essence, the author’s promise to…