Quick now.... can you identify these...

1)Two all beef patties, special sauce, lettuce, cheese... (hint: no this does not refer to the Jimmy Buffett song)
2)Like a Rock (Again, not a nod at the Bob Seger song, though it was the inspiration)
and for a more recent one...
3) The Roaming Gnome (I just love this little guy)

What do all of these have in common? Easy, I could name 50 other of these so-called identifiers and you would most likely be able to pick them out. These are the tools of marketers. They rely on your ability to be able to identify quickly the brand, recognize the value behind the name, and of course, rush right out and buy it because it is a proven product.

So what does this have to do with marketing you and your writing? Well, as writers you are promoting your creative skills. You are producing a product that you want the readers to buy, and buy another one once you publish it. And you are promoting yourself as the producer of a consistent product.

Time and again, I hear the call for writers to produce something different, the next best thing. But the publishers are looking for more than a one-shot wonder. They want a writer who can write books within a reasonable time frame so that they can get the books to market and sustain the reader interest in the product. They want a consistent product, one that they can count on to continue the interest of the readership. If you write a historical one day, a time travel the next and a contemporary next you aren't doing yourself any favors. I have observed several authors who have sold consistently within their chosen genre decide to switch only to find themselves without the sales and sometimes without the publishers support. As frustrating as this seems, without the name recognition many writers would find themselves without second, third, or more sales.

But this does not mean growth is a bad word...
Think of it this way... during the 50's the word Ford was immediately connected with dependability and family values that were produced in America. But Lee Iacocca decided to spice it up a bit. He came out with the mustang. It was a risk. Within the legions of massive cars that could seat 20 he was producing a small car that could blow doors on everything out there. It was a huge risk, but he made the car appeal to the changing market. He pushed the Ford dependability, focusing on the quality behind the product, but he also appealed to the younger generation who didn't want their parent's kind of car. By using the strengths of the name and not cutting back on the quality he was able to move into another product that still stands today.

The best example of this is Jayne Ann Krentz/Jayne Castle/Amanda Quick... she writes a great book whether it is historical or contemporary. She doesn't ask her readership to choose by publishing them both under the same name, but she doesn't hide this either. And as for consistency, I think her 100+ books speak for themselves. She continually uses her name as her brand to promote her writing and it shows.

Branding can be applied to all parts of your promotion. Certain names give a particular feel to a reader. (Amanda Quick=Historical) and even down to the look and feel of your website. If you write a darker edgier book this should be reflected in your promotional products. Look at the websites of Lisa Gardner or Tess Gerritsen or the newly formed website of kaystockholm.com for a great example. It's one of the best that I've seen out for quite awhile.

In the end, a writer's best tool for branding themselves is this... learn to do what you do well... be consistent... and breed familiarity with you (your product is you).