A Book is Not a Brand - It's part of the Brand Strategy

I work with many CEOs of medium—to small-business owners who want their books written for them and with whom I collaborate editorially. My need to clarify what a book can do for a brand is striking. Many think having their book published IS the brand. While this might be true for a select few with a hefty (as in hundreds of thousands of followers), robust social media presence, and well-paying speaking engagements, everyone else needs to build their brand as an author, including their book(s).

The CEOs who understand a book is part of their overall brand strategy got it right! Usually, thought leaders (and those in the making) must create a space between their current business activities and their evolving future careers. The space allows the CEO to grow into his/her/their new role, which may encompass several aspects such as writing, public speaking, teaching, consulting, and even creating a new line of business.

This is why a book, whether the first or the tenth, is not a brand; it's part of the brand strategy. Unless the CEO wants to pursue writing as a career with offshoots like public speaking, then a book can be the basis of a brand. If that is the case, what is a book good for, you may wonder?

A book, as many know, is a calling card. Here are some fun facts about reading books.

When comparing the popularity of reading books, audiobooks, and podcasts, recent statistics provide insight into trends in the U.S. market:

Recent data shows interesting trends in the U.S. regarding the popularity of reading books, audiobooks, and podcasts.

Traditional Reading (Print and eBooks): Despite the growth of digital media, print books are still the most popular. In 2022, 50% of U.S. adults read a paperback or hardcover book, and 36% chose eBooks. Print book reading has stayed pretty consistent, with 65-69% of adults reading it from 2012 to 2021. The U.S. book industry also showed strong sales, bringing in $27.9 billion in 2021. Now, three years later, the book market is still generating billions. Just look at Amazon, the world's largest bookseller with over twenty million titles.

Audiobooks: Audiobooks have become much more popular. Over 20% of U.S. adults listened to audiobooks, up from 13% in 2012. Sales reached $1.8 billion in 2022, with Gen Z and Millennials (ages 18-29) the biggest listeners. On average, audiobook listeners complete about 8 books per year.

Podcasts: Podcasts continue rising in popularity, especially among Gen Z and Millenialls. In 2022, 79% of U.S. adults knew about podcasts, and 41% listened to at least one. Their shorter, more flexible format has made them a go-to option for many, especially compared to longer audiobooks. And anyone of a particular generation knows podcasts are just "radio shows."

Still, however retro, we find that with our information consumption, people want to learn. Therefore, in whatever format they come in, books are part and parcel of brand building. Very soon, generative AI will allow authors and thought leaders to speak in holographic form as if standing in your office or living room giving a speech or lecture. They may even read their entire book to you, like bedside or deskside reading.

Your Book as a Calling Card

Once your book is out in the market, there are endless opportunities to make new connections with the people you'd like to meet. A book is such great swag, better than a cozie or cheap sunglasses, which get thrown away like so much trash. Books are solid because of our affiliation with writing. For centuries, words set once on proverbial paper were thought to be set in stone. For millennia, writers, scribes, and bards were the seers for governments and other institutions.

CEOs and other business leaders nowadays write to inform, educate, and share their wealth of industry knowledge to uplift future generations and even create future leaders. So many business people are discovering their humanity, aside from their successes in the corporate or small business world. What they find is a sense of liberation. Once their words are spoken and then written and edited, they discover the freedom to move about in the world more confidently and to claim their experiences as the valued treasures they are.

A book is not a brand, but part of your brand strategy. Do you have something to share with tomorrow's young and future leaders of tomorrow? Of perhaps you'd like to turn heads today? If so, let's talk