Branding is important. It’s important in the commercial world of buying and selling. It’s important in politics. Religions have been doing it for thousands of years. Sports stars do it. Your local bakery does it. But what about epic fantasy authors?
First of all, what is branding?
A brand is something that represents a product. It might be a gimmicky logo, or perhaps a pithy catchphrase. More often than not, it’s both at the same time. Whatever it is, the best ones have an instant recognition factor. You see it, and it invokes a feeling for the whole product: what it stands for, how it’s different from its competitors and what it means to you emotionally.
There are two sides to this, which are often confused. The brand, and the brand experience. The two work together, and the more seamlessly they do so, the better the results.
S0, the brand of an author includes things like their name, the titles of their books, the look of their covers and, most of all, their blurbs. The brand experience starts from the first sentence and continues through to the last page. And more than that, it also includes an author’s website, newsletter, their correspondence with fans and comments during interviews.
To an author, the brand is important. It helps fans discover a newly released book from a writer that they like. It’s also a vital part of attracting new readers, especially if it can trigger that sudden recognition that this might be the type of book they like. More on that later.
Once purchased (or borrowed) the most important thing for both author and reader is the brand experience. This is the feel of the story, the mood and emotions it invokes. Most of all, it’s the author’s voice and how the reader reacts to it.
The voice of David Eddings is unique. So too Robert Jordan. They both wrote classic epic fantasy, reveling in its archetypes, plot cliches and tried-and-tested tropes. And yet they’re cheese and chalk.
Here’s a question. If the most important aspect of author branding is the brand experience, and a reader doesn’t know what this is until they’ve read at least some of the book, how can an author capture it in a few pithy words?
Well, blurbs do it all the time. So do leitmotifs and epigraphs. Whether you’re scanning a product description on Amazon or the back cover of a paperback in a store, those tantalizing few paragraphs foreshadow the brand experience. The better they do that, the better they give insight into the author’s voice and the mood of the whole book.
For now, I’ll have a look at how some of the great fantasy authors used recurring leitmotifs for their books. I’ll tackle blurbs in a future post.
A magnificent epic of immense
scope set against a history
of seven thousand years of the
struggles of gods and kings
and men – of strange lands and
events – of fate and a prophecy
that must be fulfilled!
This appears on the back cover of all five books of The Belgariad. At least, on my paperbacks bought in the 1980’s. The current editions have lost it, much to to their detriment.
Now, I can actually remember one bright morning, on the way to school, stopping at the local newsstand and looking for something to read. I found Pawn of Prophecy. It was the leitmotif that sold me – I didn’t have time for anything else. It sold me because, having read The Lord of the Rings for the first time only a few months previously, I recognized that this new book was the kind of epic story I wanted. That’s a brand at work. And as I read the series, waiting eagerly for each book to come out, the initial foreshadowing was met. The brand experience lived up to expectations.
Now, how about this?
The Wheel of Time turns, and Ages come and go, leaving
memories that become legend. Legend fades to myth, and
even myth is long forgotten when the Age that gave it birth
returns again . . .
This appears on the back cover of Robert Jordan’s The Wheel of Time books. At least, just as with David Eddings, on the paperbacks I bought in the 1990’s. Once again, the current editions have lost it. I can’t help but think that great authors know how to sell books better than publishers. Anyway, once again, it screams epic fantasy – and that was just what I was after.
And the high master of them all?
Three Rings for the Elven-kings under the sky. . .
No need to quote Tolkien’s ring verse in full. Most of the English speaking world has heard it. Just like the others, this serves to foreshadow the entire story – to give a feel for it: elves under the sky, dwarves in their halls of stone, mortal men doomed to die, one ring to rule them all. In its own poetic way, it’s a plot summary.
So, the next time you’re looking for a new author to read, have a think about how they handle branding. Does it foreshadow the story and the author’s voice? Does its mood resonate with you? If so, you could be onto a winner – just as I was one morning before school in the early 80’s, on a day that was full of promise.