Should You Brand Your Book The Same As Your Business Entity?
I recently discussed this question with a client who wanted to launch and brand their business name the same as the title of their new book. We discussed the pros and cons of this. In truth, as I shared with them, you should brand your new book project and you should brand your new business entity, but I don’t recommend that you brand them together with the same title. Here are a few reasons why:
1.) The book becomes a bestselling phenomenon: you would think this is the ideal scenario; the book sells millions of copies, you’re the author, and everyone associates your name with the book. This may be great for the first year or two, but then as you evolve it makes it very difficult to release successive products or projects into that pipeline, or to expand your brand outside of that book, especially if the book and business are branded together. Everyone knows you for that book, and that book alone.
2.) The book doesn’t sell as well as you’d like: trade books have a 60 day window upon their release date to make an impression on the market; to ‘soar’ or to ‘flop’. If you brand the title of your business the same as your book and the book doesn’t sell well, the brand of your business automatically failed by association.
3.) It limits your platform: If you want to have a larger author platform that includes speaker’s bureau, conferences, multiple book projects, coaching opportunities, two, three, five years from now, you will want to be known for more than one bestseller. Imagine if Tony Robbins branded his name as the title of his first book, “Unlimited Power”. It’s better for him to be known as Tony Robbins, the Ultimate Life Coach, instead of Tony Robbins, Unlimited Power.
After our discussion, our client agreed to develop two brands and two brand taglines that are distinctive but connected. The book is a natural extension of the business model and has enough longevity on its own that when it does well, brand extensions can be created for that product without it dominating the business model brand; a win-win every time.