Author Branding as Business Strategy with Lidia Varesco Racoma

What a 25-year brand strategist teaches about positioning with intention

Lidia Varesco Racoma.

Your author brand is not a logo

Not knowing, authors may reduce branding to cosmetic choices — a color scheme, a typeface, maybe a headshot. But that misses the point. Our author/author business brands are how we position ourselves in the marketplace, the promises we make to readers, the clarity and vision about who we are and what we stand for.

Strategic branding does three things for our author businesses:

• it attracts the right readers (not just any readers);
• it creates real opportunities (partnerships, speaking gigs, media interest); and
• it gives us permission to be who we are.

Lidia Varesco Racoma, of Lidia Varesco Design, is a Certified Brand Strategist with 25 years of experience empowering organizations through strategic branding and marketing design.Her Chicago-based woman-owned business just celebrated 25 years — its own proof that intentional branding works.

In this month’s Beyond the Margins Power Hour, Lidia shares the strategic branding notions and decisions that can help us as authors wrap our minds around branding and figure out how to position ourselves…