Tag Archives: Branding

17.6: Hitting Reset Without Getting Hit Back

Your Hosts: Howard Tayler, Kaela RiveraSandra Tayler, and Megan Lloyd

Oh no! You’re in the middle of a thing (a novel, a series, a career) and you suddenly realize that the expectations you set early on are not the expectations you’ll be meeting. What do you do now? ,

We’re talking about how go about resetting audience expectations, whether mid-story, mid-series, or mid-career, including some strategies for communicating “everything is changing now, forget what you know” without making the audience feel like they’ve been betrayed.

Credits: This episode was recorded by Marshall Carr, Jr., and mastered by Alex Jackson

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“Eight Expectations” would have been a great title for this eight-episode dive into expectations-as-a-structure, but it would have required a different outline. Your homework? Write up the course outline that Howard couldn’t.

Circle: Two Worlds Connected (Korean TV series)
We’re not sure where you can watch it in your locale, so we gave you the Wikipedia link.

17.5: The Promise of the Brand

Your Hosts: Howard Tayler, Kaela RiveraSandra Tayler, and Megan Lloyd

Your brand—your name, the cover art for your book, and even the typeface for the title—set expectations for the book’s contents. That advice about not judging a book by its cover? It’s lovely in theory, but in practice, that’s just not how it works.

In this episode we’ll talk about how your brand gets defined, and how you can work with those elements to correctly set expectations regarding your work.

Liner Notes: We’ve done several episodes about branding. 14.34 is particularly good.

Credits: This episode was recorded by Marshall Carr, Jr., and mastered by Alex Jackson

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Describe the perfect cover for your work-in-progress. What is the right typeface for your brand?

Illuminae, by Amie Kaufman and Jay Kristoff

16.51: Promises are a Structure

Your Hosts: Howard Tayler, Kaela Rivera, Sandra Tayler, and Megan Lloyd

Our next 8-episode intensive is all about promises and expectations. Our guest hosts are Kaela Rivera, Sandra Tayler, and Megan Lloyd. They’re joining us to talk about how the promises we make to our audiences, and the expectations they bring with them, are a structural format. In this episode we introduce the topic, and talk about some apex examples of success and failure in this area.

Credits: This episode was recorded by Marshall Carr, Jr., and mastered by Alex Jackson

Liner Notes: Here’s the story of The Tropicana Packaging Redesign Failure

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Consider your newest “favorite thing,” whether it be a restaurant, a film, a TV series, a novel, a podcast, a webcomic, a computer game, or whatever. Ask yourself what promises were made to you by this thing, why you believed the promises would be kept, and how they were (or were not) kept. Write all this down.

The Monster at the End of This Book, by Jon Stone, and illustrated by Mike Smollin

16.8: Smart Promotion

Your Hosts: Dan, Erin, Brandon, and Howard

Let’s talk about how promote yourself and your work, and how to do it well. The tools we use for this continue to evolve, and in this discussion we’ll cover things that have worked, things that have stopped working, things we use now, and strategies we apply to not sink beneath the churning disruptions endemic to promoting books (or, really, anything else.)

Credits: This episode was recorded by Marshall Carr, and mastered by Alex Jackson

Liner Notes: Here is your invitation link for the  TypeCastRPG Discord.

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Look at authors who self-promote, and how they’re doing it.

Project Hail Mary, by Andy Weir
(currently available for pre-order, scheduled to release in May 2021)

16.6: Building Your Brand

Your Hosts: Dan, Erin, Brandon, and Howard

Branding, in marketing terms for writers, is the process of establishing a recognizable identity—a brand— for you and your works in the marketplace of readers, and people who buy things for readers. In this episode we talk about what our brands need to be doing for us, and how we go about getting them to do that.

Credits: This episode was recorded by Marshall Carr, and mastered by Alex Jackson

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Find the elements of your brand from your friends, alpha readers, and beta readers.

15.11: Digital is Different, with Cory Doctorow

Your Hosts: Mary Robinette, Piper, Howard, and special guest Cory Doctorow

“How do you break in?” is one of those questions we always get asked in some form or another, and it’s also one for which those of us who “broke in” more than a couple of years ago are increasingly unqualified to answer. The path “in” is always changing, and it seems to be changing faster as time goes on.

With the obligatory disclaimer out of the way, in this episode we’ll talk about how “digital” (read: “social media + everything else internet”) applies to building a career as a creative.

Credits: This episode was recorded by Bert Grimm, and mastered by Alex Jackson

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Think about a pen name for yourself. Practice the signature.

Catfishing on the Catnet, by Naomi Kritzer

14.34: Author Branding

Your Hosts: Howard, Mary Robinette, Dan, and DongWon

Authors have brands whether they want to have them or not. It’s a simple principle of marketing, and the better we understand that principle, the better able we are to control how it affects our careers.

In this episode we talk marketing, and freely use terms like “relationship marketing,” “authentic experience,” and “brand loyalty,” despite the fact that sometimes these words make our inner artists cringe.

Credits: This episode was recorded by Bert Grimm, and mastered by Alex Jackson. 

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Identify your brand. Think about the core aspects of your personality which you’re comfortable sharing publicly. Pick at least three things, and document them.

Be aware that “Murder Hat” is taken.

Empress of Forever, by Max Gladstone