Ian Miller is a brand growth expert and our latest thought leader author of a great new book called “Rocket Branding.” I recently asked him to share his insights on his powerful form of branding to book authoring, publishing and marketing.
Rocket Branding has helped grow billion-dollar product and company brands in just three years but can the thinking also help a book take off?
Absolutely. First, let’s acknowledge that a book is a brand in every sense. It is a product, has a label, and has a message and competes for attention and preference on the shelf, online and in the public discourse. Moreover, a book has the stuff of great, fast acting brands…emotional involvement. Regardless of whether it is fiction or non-fiction, personal or professional, a successful book just like a successful brand provides an emotional reward of one kind or another.
So if you think of your book as a brand then here are the steps you should take to rocket it.
This is all about the three principles of Rocket Branding…grow, focus and simplify:
- Establish an aggressive, but real, rocket growth goal…how many books to be sold in three years?
- Focus on the key source of business targets that will propel that growth…who are the key book buyers and their influencers and what is the emotional reward for them?
- Design every aspect of the book and its marketing to propel this target to act immediately… What should the book title, cover and internal design, writing style, story organization and launch marketing plan be to get the target to buy the book ASAP?
Easier said than done particularly for those not trained in marketing or branding strategy but well worth the attempt. Rocket Branding specialists are on board and ready to help at anytime.