As an author, your brand image is critical to your success. It’s what sets you apart from other authors, and it’s what readers will remember long after they’ve finished reading your book. I love the way Jeff Bezos puts it: “Your brand is what other people say about you when you’re not in the room.” With the proper image, your brand will have legs to stand, walk, and run as long and as far as you can imagine in the marketplace. 

The whole concept of “brand image” can sound prodigious; many authors get stuck or flustered when it comes to questions like: 

• What does it really mean to build a strong brand from an image perspective?
• How do you develop your own brand image to build trust and loyalty with your readers?
• Is the impact of brand image measurable?

These and others are all understandable questions. Becoming educated about brand image should be a top priority. We recommend that authors get educated before they start executing. Accidental success is a thing, but it is often the type of success that does not last or is very arduous to maintain. Today’s blog presents an excellent opportunity to grow in your understanding of the psychology of branding from the image perspective. 

Let’s get started!

What is Image Perspective in Branding?

Image perspective in branding refers to the strategic use of visual elements, such as color, typography, imagery, and other design elements, to shape how people perceive and remember a brand. Essentially, the image perspective helps to create a unique visual identity that is recognizable and memorable. By using image perspective effectively, authors can create a visual identity that supports their brand message and resonates with their target audience.

As a publishing company, we often encourage our authors to study the successes of others, especially in the area of building a bestselling book brand. This is an activity that you can partake in as well. It’s simple; just go online and search for “whatever book genre you will write in.” Then, either study their cover and layout online or in person at a bookstore; lastly, take notes on what stood out to you– does the design align with the central message? why you would or would not buy the book, what readers are saying about the book, etc. A small investment in market research will not only inspire you, but it will also educate you! It is vital that your education proceeds with execution when making big decisions about your book brand.

The Importance of Visual Elements in Branding

Visual elements play a pivotal role in branding by creating a distinctive visual identity that sets a brand apart from its competitors. They establish a unique brand personality and offer several key advantages:

• Recognition: Visual elements help to create a unique visual identity that is easily recognizable and memorable for a brand. This makes it easier for readers to identify and remember the brand.
• Communication: Visual elements can convey a brand’s message and personality in a powerful way. The use of colors, typography, imagery, and other design elements can evoke emotions, set a tone, and create a distinctive personality for a brand.
• Differentiation: Visual elements can help a brand stand out from its competitors. By creating an exclusive visual identity, a brand can establish itself as different and better than its competitors.
• Consistency: Visual elements help to maintain a consistent brand image across different channels and touchpoints. By using consistent visual elements, a brand can reinforce its message and personality and build a stronger relationship with consumers.

How Does it Impact Emotions and Actions?

Images can have a profound impact on consumers’ emotions and actions. They can evoke a wide range of emotions, from excitement and happiness to fear and anxiety. These emotions can influence consumers’ actions, such as purchasing decisions or social media sharing. Here are some of the ways that images can impact people’s emotions and actions:

• Attraction: Images that are visually appealing and attention-grabbing can pique more interest in a brand or product.
• Emotion: Images can evoke emotions such as happiness, excitement, fear, or sadness. Emotions are powerful drivers of human behavior, and images that evoke emotions can influence people’s actions.
• Memory: Images help people remember a brand or product better than text alone. When images are used in combination with text, they can increase the likelihood that people will remember the brand or product.
• Engagement: Images can increase engagement on social media platforms by attracting likes, comments, and shares. This can help increase brand visibility and reach a wider audience.

Developing Your Brand Image:

• Define your brand: The first step in developing your brand’s image is to define your brand. Think about your unique value proposition, your target audience, and your brand personality. Your brand should be distinctive and memorable.
• Be consistent: Consistency is key to branding. Use the same colors, fonts, and design elements across all of your touchpoints, including your website, social media, and book covers. This will help to create a strong visual identity that is easily recognizable and memorable.
• Choose the right colors: Colors are a powerful tool in branding. Choose colors that align with your brand personality and evoke the emotions you want your readers to feel. For example, blue can represent trust and stability, while red can evoke passion and excitement.
• Select the proper fonts: Fonts can also contribute to your brand’s image. Choose fonts that are legible and align with your brand’s personality. For example, a serif font can convey tradition and reliability, while a sans-serif font can suggest modernity and simplicity.
• Use imagery wisely: Choose images that align with your brand’s personality and evoke the emotions you want your readers to feel. For example, if your brand is focused on adventure, use images of people doing exciting activities or exploring new places.

Image perspective plays a crucial role in creating a strong and recognizable brand identity. By using visual elements effectively, authors can convey their message and personality, differentiate themselves from their competitors, and influence their readers’ emotions and actions. Developing a strong brand image requires defining your brand, being consistent with your visual elements, and choosing the right colors, fonts, and imagery. Remember, a strong brand image not only helps to increase brand recognition and customer loyalty but also inspires and connects with your audience on a deeper level. So go ahead and create a brand image that stands out and leaves a lasting impression. The world is waiting for your exclusive voice and perspective.

If you haven’t read Part 1 of “The Psychology of Branding” series yet, be sure to check it out to learn about the powerful impact of color on branding.

Stay tuned for Part 3, where we’ll explore the role of typography in book design and share tips on how to choose fonts that work well together for a cohesive and memorable visual identity.

The other good news, you don’t have to be alone on this book-writing journey. Dream That Big Publishing can help you in every stage of the writing and publishing process. Contact us today to find out more. You can also listen to some of our relevant podcast episodes, such as “Building A 7-Figure Blueprint” and “How to Find Your Niche and Stay Focused” from our 7-Figure Authorpreneur podcast. We also host monthly events both in person and virtually, and we have a Facebook community to provide you with support when you get stuck. The resources are limitless with Dream That Big!

References: 

• Aaker, D. A. (1996). Building strong brands. Free Press.
• Kapferer, J. N. (2012). The new strategic brand management: Advanced insights and strategic thinking. Kogan Page Publishers.
• Keller, K. L. (2008). Strategic brand management: Building, measuring, and managing brand equity. Pearson Prentice Hall.
• Lindstrom, M. (2011). Brandwashed: Tricks Companies Use to Manipulate Our Minds and Persuade Us to Buy. Crown Business.
• Neumeier, M. (2006). The brand gap: How to bridge the distance between business strategy and design. New Riders.
• Aaker, J. L., & Fournier, S. (1995). A brand as a character, a partner and a person: Three perspectives on the question of brand personality. Advances in Consumer Research, 22(1), 391-395.
• Cavanaugh, L. A., Bettman, J. R., & Luce, M. F. (2016). The power of color: How color affects attitudes and behaviors. Journal of Marketing Research, 53(2), 1-13.
• Childers, T. L., & Houston, M. J. (1984). The importance of cues in consumer perception of product quality: An example of the beer market. Journal of Marketing Research, 21(2), 191-199.
• Hemetsberger, A., & Reinhold, S. (2017). Sensory marketing: The multi-sensory brand-experience concept. Springer.
• Thomson, M., & Laing, A. (2014). The influence of message framing, image valence, and temporal framing on climate change mitigation messages. Journal of Environmental Psychology, 40, 53-63.