When I first started working with authors, there was a pattern I couldn’t ignore. They’d pour their heart and soul into their book, painstakingly perfect every sentence, and finally hold that finished manuscript like it was a golden ticket.
But then reality hit. Hard.
“Wait…I still have to market this myself?”
Yes. And if you think that a big publisher will swoop in, sprinkle some magical fairy dust, and catapult your book to bestseller lists without you lifting a finger—I’m sorry, friend, but the industry doesn’t work like that.
The real secret? Publishing isn’t just about the book. It’s about the brand behind it.
Whether you’re self-publishing, going hybrid, or signing with a traditional publisher, your personal brand is the make-or-break factor — before, during, and long after launch day.
Why You Need a Brand Before You Even Pitch Your Book
Start showing up for yourself and your soon-to-be fans as soon as you have a book idea bubble up in your brain. The true missed opportunity in the entire writing journey is not bringing your audience along for the ride.
People love a behind-the-scenes story. When you skip sharing your process—your writing wins, your research rabbit holes, your messy middle—you miss the chance to build real anticipation and trust. And let’s be honest: social media isn’t just a promo tool. It’s a relationship builder. If you wait until launch day to show up, it’s like inviting people to a party they didn’t know they were invited to!
AWKWARD.
No matter how good your writing is, if you don’t have an audience—people who already trust you, follow you, and are excited for what you’re building—you’re starting from behind.
According to Kindlepreneur, many reputable publishers and literary agents look for a minimum active reach of 25,000 people across your email list, social media, podcast listeners, or a combination.
You need the runway before you try to take off.
When you build brand awareness early, it’s like compounding interest—each post, each conversation, each piece of content adds up over time to a community that’s ready to champion you when it matters most.
The Hidden Costs of Traditional and Hybrid Publishing
One of my clients signed with a big-name traditional publisher a few years back. She was ecstatic. She thought her marketing worries were over.
Until the email came: “We recommend you hire a publicist for your book launch.”
At her own expense.
That’s when the hidden costs started to show. She had to:
- Hire a PR firm.
- Pay for social media strategy.
- Fill in the missing pieces of her launch team.
Publishers might help you get into bookstores—but getting your book off those shelves? That’s still your job.
And hybrid publishers? They often hand you a beautiful finished product—but without an audience to share it with, even the most stunning book can fall flat.
The truth is simple: No matter who publishes your book, you are your own marketing department, or you hire folks like me!
The Three Main Publishing Paths: Pros and Cons for Your Brand
I’ve walked alongside authors choosing all kinds of publishing paths, and here’s what I’ve seen firsthand.
- Self-Publishing
It’s empowering to have full creative control and to see higher royalties per sale. But the flipside? You’re captain, crew, and marketing team all rolled into one.
Without an audience already rooting for you, launching feels like shouting into the void.
- Hybrid Publishing
Hybrid publishing can offer the best of both worlds—support for editing and design, without losing all your rights. But again, they don’t typically hand you a built-in readership.
You still need to be the face and the voice that gets your book into the hands of readers.
- Traditional Publishing
Ah, the prestige! Being published by a household-name company can open doors. But it also means you have to play by their rules—and their rules say followers matter. Ugh.
You know how that thrills me…because well, I don’t think followers matter unless they’re actually engaged, ya dig!?
“In traditional publishing, it’s all about platform, platform, platform, now, more so than ever,”
…said Ashley Bernardi, CEO of Nardi Media and PR pro for authors. “So if you’re writing a book, or just and have idea for a book and you don’t have a platform, now’s the time to start building it.
Whether you start now or wait until later (don’t wait), marketing falls heavily on your shoulders. Traditional publishers want partners, not projects.
Your Personal Brand Is the Only Asset You Truly Control
Books can go out of print. Algorithms change. Publishing trends shift.
But your personal brand—your story, your voice, your credibility, your name—that’s the asset that lasts.
A personal brand fuels:
- Speaking opportunities.
- Consulting gigs.
- Future book deals.
- A thriving community that grows with you.
It’s not just about selling your book. It’s about building a career and a movement that your book is the expansion of!
Give Yourself a Long Runway (Because Nobody Else Will)
Imagine you’re building a plane. You wouldn’t design the plane, fuel it, and then build the runway the day you want to take off.
Yet that’s what so many authors do—they wait until the book is done before they think about the audience AND how to reach them effectively.
Don’t do that to yourself.
Start now. Start small if you have to. Start imperfectly. Just start.
Your future readers—the ones waiting for your story, your wisdom, your voice—are already out there.
Want a strategy to grow your brand while you build your book? Let’s talk about the Expert Excellence Engine. Your future self (and your future readers) will thank you.