Building your Author Brand: How to stand out in the Children's Book Market

June 26, 2025

Let’s get one thing clear, if you're writing books for kids, you are the brand.

Not your illustrator. Not your publisher. Not the book title.

You!

In a world where thousands of children’s books hit the shelves every single month, your name, your style, your values, and your voice are what help you stand out. And if you want to build a career, not just a one-book wonder, you need to start thinking about your author brand now, not after you're published.

What is an Author Brand?

Your author brand is the vibe people get when they land on your socials, pick up your book, or meet you at a school visit. It’s the story behind the stories. The thing that makes someone say, 'Oh, I love their books!' before they even know what your next one is about.

It’s consistency, clarity, and connection.

Why you need one...

- If you want booksellers to remember you.
- If you want educators to book you.
- If you want readers to keep coming back.

You need to be recognisable. Relatable. Reliable.

Think of big names in children’s publishing, Mo Willems, Mem Fox, Aaron Blabey, Oliver Jeffers. They all have distinct styles, tones, and identities. Their brand goes beyond the story. It’s in the way they show up across platforms, in the themes they explore, and how they speak to their audience.

How to build your Author Brand (Without feeling gross about it)

1. Define your core themes

Ask yourself:

What do I always find myself writing about?
What do I believe kids need to hear?
What lights me up creatively?

Example: If your stories centre around resilience, curiosity, and nature—you’ve got the start of a brand right there.

2. Pick 2-3 content pillars for your online presence

Don’t try to be everything to everyone. Choose 2–3 topics you’ll consistently post about that align with your brand.

Example:

Behind the scenes of your writing life
Fun facts or activities related to your books
Your passion for storytelling, rhyme, or literacy

Keep it clear, keep it YOU.

3. Be consistent with your visuals

Your profile pic, your colours, your fonts, your tone. Keep them aligned across your website, socials, and promo materials.

Not sure where to start? Pull inspiration from your book aesthetic, or even your personal style. (Bonus if you’re rocking signature silver hair, like me.)

4. Show your face (even if you’re shy)

People connect with people. Not logos. Not book covers. Let your audience see you. Post a selfie. Share your writing space. Talk on stories. Be real. Be human.

5. Speak to your audience (fans), not your peers (tribe)

You’re not writing content for other authors - they are your tribe, they'll love you regardless of what you do...

You’re writing for your future readers, their parents, their teachers, and their librarians. These guys will become your brand advocates, your fans and the people who will buy your books and sustain your career long-term. Use language they’ll understand. Share things they care about. Position yourself as the go-to creator they can trust.

Your author brand isn’t something you invent. It’s something you uncover, refine, and share with the world. Start with what matters to you. Show up with consistency. And remember: people don’t just fall in love with your books. They fall in love with you.

Want help defining your Author Brand?
This is one of my sweet spots. Register for the next intake of my Beyond the Book: Personal Branding for Picture Book Creatives workshop, and let’s dig into what makes you, you.

REGISTER NOW!