Written by: Vickie Sullivan | May 23, 2024

The New Role of Books in Business: Brand Awareness

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The book business has changed dramatically over the years. In the good ol’ days, you wrote a book and received instant credibility. Books were why media outlets would quote you and why speaking invitations went to popular authors instead of experienced speakers.

Not anymore. Most authors these days receive only kudos when their book hits the market. The years-long flood of published books (thank you, Amazon) changed the game. Event organizers now expect their keynoters to have a book. And consultants flood executives with books they’ve written, hoping to land new clients.

Use Your Books as Brand Awareness Tools

Books have become brand awareness tools, and being an author no longer differentiates you.

Does that mean writing that manuscript is a waste of time? Nope. It just means books play a different role in your brand strategy: to boost your profile. Here are things you must do to ensure it does:

• Identify your lane. In crowded markets, it’s more important to stake out your territory and dominate it. Books that show the world you thrive in — small but high-growth companies run by innovative industry leaders, for example — create an accurate portrayal of what you do and for whom.

• Establish your brand voice. This is the compelling companion to the above tactic. Now that your book shows what you do and for whom, you want to demonstrate the style and role that attracts the best opportunities. For example, you may be a truth-teller and unique idea generator.

Whether you do those things will determine if your book lives in your garage or if it establishes your brand platform and allows you to build your prominence. Don’t write books to get your ideas out or to create a “big business card.” Write to create a foundation for your brand.

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Filed Under: Branding

Tagged With: books, branding strategy