In Author Branding Part One, we discussed of how to cultivate your author brand using principles found in Primal Branding.

Readers have zillions of books to choose from these days. Author branding is important if you want readers to choose your books.

primal branding

Primal Branding defines a code of seven elements needed to launch new products and services that people believe in – and it helps re-engineer existing products.

In Author Branding Part Two, we’ll discuss the final three codes Hanlon describes: rituals, anti-believers, and leader then identify ways to use with author brand development.


According to Hanlon, rituals involve a repeated experience associated with the brand, whether it’s positive or negative. The kind of engagements build up a certain expectation about your brand and future experiences they can expect to have.

Rituals are important to an author’s brand because they provide interaction and a bond of togetherness between author and reader.

Sharing experiences and events through blogs, FB, Twitter, and other social media is the means for developing author rituals.

With all social media, reader expectation is important. Regular posting is important. Posting often is important too.

Do you share pictures of your writing desk, your pet, or other life events for your readers? These are part of your story. (Remember Hanlon’s first component-STORY? If you don’t, check here.)

Posting excerpts from your WIP, celebrating a new release or revealing a cover  makes readers a part of your writing process. How about sharing great reviews or fan comments?

Each of these, while we might not think of as rituals, add to your brand and offer a marketing tool for your books.

  • Step FIVE to develop your author brand: Share life events with your readers through social media.


According to Hanlon, for every belief system there is a group of anti-believers (ie Mac users vs PC; Republicans vs Democrats). Anti-believers identify who and what the brand is or is not. Anti-believers are folks who don’t agree with us. 

But without anti-believers, our standard is undefinable. We want to stand for something and our brand to mean something.

Anti-believers  can also give you a good idea of the direction you want to take your brand or which directions to avoid.

Readers have preferences. Romance genre vs literary mainstream, e-reader vs hard cover vs paperback. Our author brand should reflect those preferences we want to attract and entice the “anti-believers,” the ones who aren’t buying our work.

 Personally, I’ve discovered that my blog commenters more likely to share a contrary opinion than simply agreeing. Opposition can be a powerful connecting factor.

  • Step SIX in developing your author brand: Don’t limit yourself to only those who agree with you, but do make very sure your likes and dislikes are clear.


According to Hanlon, there needs to be a brand leader. Someone who sets out against all odds to recreate something from their vision.

Think Bill Gates, Steven Jobs. For your writing, it’s you.

You have the power to shape your brand the same as you create your plot and characters, your theme and opening lines.

  • Step SEVEN in developing your author brand: Your brand is like your writer’s voice. Voice develops the more your write. Your brand develops as you learn to tell your story.

Next Monday, conclusions on author branding with Primal Branding code.

YOUR TURN: Do you use Hanlon’s seven components in defining your author brand?