by Elizabeth S. Craig, @elizabethspanncraig.com

Author branding feels overwhelming when you think of it as marketing, but it’s really just being consistently yourself so readers know what to expect.

Describe Your Books Simply and Accurately

Tell people exactly what you write. “Cozy mysteries with senior sleuths in small Southern towns” works better than “compelling fiction exploring the human condition.” Your description should help readers decide if your books match what they enjoy reading. When someone asks what you write at a bookstore event, your answer should immediately help them know if they’re interested or not.

Be Yourself Online, Just Consistently

Pick a personality that matches who you actually are, then stick with it across platforms. If you’re naturally quiet and thoughtful, don’t try to be the writer who posts fifteen times a day with exclamation points. Readers appreciate authenticity, and fake enthusiasm gets exhausting to maintain. I tend to be pretty straightforward and practical, so that’s how I come across online too.

Use the Same Basic Information Everywhere

Keep your author photo, bio, and key details consistent across your website, social media, and book materials. This is about recognition. When readers see your books in different places, they should immediately know it’s you. Update everything at once when you get new headshots or achieve new milestones, but don’t stress about minor variations in bio length for different platforms.

Emphasize What Makes Your Books Different

Every writer doesn’t need identical branding. Maybe your books always feature small-town settings, or your protagonist has an unusual job, or you specialize in a particular type of humor. Whatever distinguishes your work from similar books should be part of how you present yourself. This helps readers who loved one of your books easily find your others.

Keep It Simple and Sustainable

You don’t need to master every social media platform or have a presence everywhere online. A well-maintained website plus one or two social platforms you actually enjoy using beats abandoned profiles scattered across the internet. Choose what you can realistically keep up with, then do those things consistently rather than sporadically.

How do you keep author branding from being too stressful?