Branding by Genre
When it comes to building an author brand, one of the most important—and often overlooked—factors is genre expectations. Readers don’t just pick up books; they choose experiences. Whether they’re looking for happily-ever-after romance, epic fantasy adventures, or edge-of-your-seat thrillers, readers expect your brand to reflect the kind of journey you’re taking them on.
Let’s explore how branding shifts depending on genre, and how you can align your brand with your readers’ expectations.
Romance: Emotional Connection & Warmth
Romance readers are looking for emotion, intimacy, and happily-ever-afters. Your brand should make them feel that connection before they even open your book.
Branding elements to focus on:
Tone of voice: Playful, heartfelt, flirty, or emotional depending on your subgenre (i.e. sweet romance vs. dark romance).
Visuals: Soft colors (pinks, purples, pastels) for sweet romance, bolder tones (reds, blacks, golds) for spicy or dark romance.
Messaging: Focus on themes like love, connection, desire, and emotional transformation.
Platforms: TikTok and Instagram are huge for romance authors, where readers love short-form, relatable, and emotional content.
Fantasy: World Building & Escapism
Fantasy readers want to be transported somewhere new/different. Your brand should feel immersive, giving readers a taste of the worlds you’ve created.
Branding elements to focus on:
Tone of voice: Epic, imaginative, adventurous, or mysterious.
Visuals: Rich jewel tones, metallics, or dark moody palettes. Symbols like dragons, swords, or celestial imagery can reinforce your themes.
Messaging: Promise epic journeys, chosen ones, magic systems, and high-stakes quests.
Platforms: BookTok, Bookstagram, and Discord/reader groups work well for building communities around your worlds.
Thriller: Suspense & Adrenaline
Thriller readers expect intensity, twists, and high stakes. Your branding should spark curiosity and keep them guessing.
Branding elements to focus on:
Tone of voice: Sharp, fast-paced, and filled with intrigue.
Visuals: Dark palettes (black, gray, navy) contrasted with pops of red or yellow for urgency. Clean, bold fonts work well here.
Messaging: Highlight suspense, danger, and the thrill of the unknown—play into the promise of an unputdownable ride.
Platforms: Facebook groups can work surprisingly well alongside Instagram, as thriller readers can sometimes skew slightly older. Tiktok can also be a good option for this genre.
Other Genres to Consider
Mystery: Branding that leans into curiosity, clues, and clever problem-solving.
Science Fiction: Futuristic, tech-driven visuals; tone that leans bold, exploratory, and forward-thinking.
Nonfiction: Professional yet personable branding. Messaging should highlight credibility, authority, and knowledge.
Readers are making quick decisions when they land on your website, Instagram profile, or Amazon page. If your brand matches their expectations, they’ll immediately feel, “This is my kind of book.” But if there’s a mismatch—say, a dark thriller author using bubbly fonts and pastel colors—readers may hesitate to trust that your books deliver the experience they’re craving.
Remember, branding by genre isn’t about limiting your creativity—it’s about speaking your readers’ language. When your visuals, messaging, and overall presence align with your genre, you’ll attract the right audience and build loyal fans who know exactly what to expect from your books.
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