Many writers are multi-talented and can write in a variety of genres. Yet, there is a strong school of thought that advises writers to BRAND themselves, to establish a writing persona. In short, writers provide readers with 'expected' material, and in turn, readers keep coming back for more. Conclusion: Branding leads to loyal readers which leads to stronger sales.
When I was earning my MBA in Marketing and Finance at the University of Chicago, I learned that branding was a strong component of successful marketing. Later in my years at Leo Burnett Advertising, LA Gear, Mattel and in my own company, LAUNCH! New Product Marketing, branding was a goal for each product and for the company as a whole. One of my favorite books on the topic is Al Ries and Jack Trout's POSITIONING: THE BATTLE FOR YOUR MIND.
Today, editor turned agent Chip MacGregor posted about Branding for Writers. I think in this increasingly competitive book environment, MacGregor's post is a good primer for writers and illustrators alike. Enjoy!