Most companies never reach the final step of creating a breakthrough brand.

In the first three steps, we covered the following:

* Step 1 – Look in the Mirror (Who am I?)* Step 2 – Look at Your Readers (Who are my readers?)* Step 3 – Look Through Your Readers (What do my readers say about me?)

High-level brands take it one step further and ask, “What does my brand let my tribe say about themselves?” It creates a sense of belonging amongst the fans of the brand.

Not all author brands have the potential to get to this level, and most authors never get there. But creating a brand that allows people to feel like they belong to the tribe is the next level.

Step 4: Look in Your Reader’s Mirror

What does my brand let my readers say about themselves? What does my brand say about my readers if they’re part of my tribe? 

Clothing brands often achieve this level because wearing a certain clothing brand allows people to feel as though they’re making a statement about themselves. 

People who wear Nike shoes are different from people who wear Reebok shoes. When they go into a store, they’re not deciding between Nike and Reebok because the two brands are different kinds of fashions.

What does this brand let people say about themselves?

Ultimately, people want to have an identity. They want to know where they fit in and what tribe they belong to. Creating a brand people want to identify with gives people a sense of identity and belonging.

Someone who wears Nike shoes or clothing probably views themselves as a just-do-it kind of athlete. 

What tribe does this brand give people access to?

Not all author brands have the potential to get to this level. If you’re writing romance, you’re unlikely to create a brand around your romance novel. I can’t think of a romance author who created a brand that allowed readers to identify as a member of the tribe. If you know of one, please email me. 

But some books do achieve this level of providing identity.

Example 1: The Bible

The Bible is the bestselling book of all time. You would think marketing experts would talk about it more. After all, the printing press was invented to print the Bible. 

The Bible creates a sense of identity and a community. Certain people love and read the Bible every day. Bible readers are very passionate, and they have very clearly defined themselves as part of a tribe.

Other people do not love or read the Bible, and under no circumstance will they buy it. They have decided they aren’t that kind of person. 

Maybe the Bible isn’t a great example because it is a religious book. But other books have demonstrated the capacity to offer readers an identity.

Example 2: Twilight

Whether you loved it or hated it, the Twilight books attracted a tribe of fans who were willing to drive to the gloomiest places in the country that get the least amount of sunlight. They gathered in person to talk about the book and dress up like the characters. 

If you’re not part of that tribe, you probably won’t love the gloomiest parts of the Washington coast, which just shows that if your tribe is for everyone,