The Ultimate Author’s Guide to Building a Brand Online

Darren Amner
Jun 24
3 min read

You’ve written the book. Maybe even published it. Now comes the next big challenge: building your author brand online.

In today’s digital-first world, readers (and publishers) want more than just a great story—they want a connection with the person behind the words. Whether you write fiction, nonfiction, poetry, or memoirs, building a personal brand gives you the visibility, credibility, and community you need to grow your readership and opportunities.

Here’s your ultimate guide to getting it right.

1. Define Your Author Identity

Man studying at a desk with books, sketches, and notes. Warm lamp light creates a focused, pensive mood. Text reads: "It Gets Better..." — An author sitting at a desk in a quiet, cozy space, surrounded by sticky notes and character sketches, deep in thought. Warm ambient lighting, focused expression.

Before you start posting or creating content, get clear on what your brand is. You’re not just a writer—you’re a voice, a tone, a worldview.

Ask yourself:

What themes or topics do I write about most?
Who is my ideal reader?
What do I want people to feel when they engage with my work?

Tip: Write a one-line author positioning statement.

“I write nonfiction that motivates makers, artists, and dreamers to move forward with clarity.”

2. Choose the Right Digital Home

Your author website is your online HQ. It doesn’t have to be complicated—but it does need to exist.

Laptop displaying a website about a book titled "Manturer" on a desk with books, glasses, and a plant. Bright, tidy home office. — A clean, modern laptop screen displaying a minimal author website interface, with a headshot, book cover, and navigation menu.

Must-Haves for Your Author Website:

Bio (long and short)
Book details (with links to buy or pre-order)
Email list sign-up
Contact form or media inquiries link
Social media links
Upcoming events or appearances (optional)

Bonus: Add a blog or resource section to share writing insights, reading recommendations, or behind-the-scenes content.

3. Show Up Where Your Readers Are

Social media is still one of the fastest ways to build a brand—but you don’t have to be everywhere. Choose 1–2 platforms that align with your audience and energy.

Two smartphones showing social media apps on a white desk with coffee cups, a pen, a laptop, and a red notebook nearby. — A flat-lay image of a smartphone, tablet, and coffee cup on a writer’s desk.

Examples:

Instagram: Visual storytelling, book aesthetics, reels
Twitter/X: Dialogue, author community, wit
TikTok (BookTok): Gen Z readers, fun and viral reach
LinkedIn: Thought leadership for nonfiction authors
YouTube or Substack: Deep dives and newsletters

Be consistent, and think long-term. This is about building trust, not going viral overnight.

4. Share More Than Just “Buy My Book”

Your brand is a relationship—not a billboard.

Man wearing headphones smiles at a microphone, holding papers. Bookshelves in the background. Warm, friendly atmosphere. — A writer recording a video or podcast at home, mid-sentence, smiling while talking to camera.

Mix your promotional content with value-based and personal content. Try this 3-part approach:

Teach or Inspire: Share writing tips, author journey lessons, or book recommendations
Behind the Scenes: Drafts, notes, moodboards, daily writing rituals
Engage: Ask questions, reply to comments, spotlight other authors

People connect with people. Let your audience see who you are—not just what you sell.

5. Build Your Email List Early

Social media comes and goes, but your email list is something you own. It’s also where true fans gather.

Hand with red nails holds white envelope with icon, near journals and a pen on a white surface. Calm and organized setting. — A hand holding an envelope or digital tablet with an open email app, next to a stack of books and a journal.

Offer a simple incentive:

A bonus chapter
A short story
A reading guide or workbook
Early access to new releases

Use platforms like Mailchimp or Substack to get started with ease. Send emails once or twice a month to stay top of mind.

6. Collaborate and Get Visible

Brand-building isn’t just about talking to people—it’s also about showing up with them.

Two people on a video call appear on a screen in a cozy room with bookshelves. A laptop and microphones are on the table. — Two authors speaking together on a virtual video call or podcast setup, each in their own creative space.

Look for:

Podcast interviews
Guest blogs
Online author panels
Local literary events
Instagram Lives or YouTube collabs

This helps you reach new audiences and boosts your credibility in the eyes of your current followers.

7. Keep Evolving Your Brand

Your author brand isn’t static—it grows with you.

Laptop on a desk showing a website; papers, pens, and color swatches nearby. Warm light, potted plants, and soft curtains in the background. — A stylized desk with a laptop open to a website editor or branding dashboard.

Check in every few months:

Is your bio still accurate?
Do your visuals match your genre and tone?
Are your platforms still serving you?

And remember: Done is better than perfect. Don’t wait until you have it all figured out to start.

Final Thoughts

Building a brand as an author can feel overwhelming—but it’s really about being strategic with your voice and intentional with your presence.

Start small. Stay human. And keep showing up.

Want Help Defining Your Author Brand?

I offer brand strategy sessions specifically for authors—whether you're preparing for your first release or growing a backlist. Together we can map out your voice, visuals, and visibility plan.