The Creative Penn Podcast For Writers

Host: Joanna Penn
Episode: Brand Something Beautiful: How Authors Can Stand Out In A Crowded Market with Steve Brock
Date: October 13, 2025
Topic: Writing Craft and Creative Business

Episode Overview

This episode dives deep into the nuanced world of author branding, emphasizing how authors—both fiction and nonfiction—can distinguish themselves in an increasingly saturated market. Joanna Penn interviews branding expert, nonfiction author, and photographer Steve Brock (author of Brand Something Beautiful), exploring the intersection between authenticity and effective brand-building, practical strategies for authors, and the mindset shifts necessary for long-term creative success.

Key Discussion Points & Insights

1. What Is Author Branding?

[28:23] Steve Brock

• Branding isn't just about logos, taglines, or color schemes—those are small parts.
• Branding is fundamentally about the overall perception people have of you and your work.
  • "The brand exists in the minds of your audiences. For writers, that means the minds of your readers out there." [28:23]
• Think of your brand as your reputation.
• If you’re not proactively shaping your brand, others will do it for you, potentially in unhelpful ways.

2. Multiple Pen Names and Brand Complexity

[30:07] Joanna Penn; [30:17] Steve Brock

• Authors with multiple pen names (especially across genres) face unique branding challenges.
• Steve introduces the concept of the brand spectrum:
  • Branded House: e.g., BMW—one identity, many products.
  • House of Brands: e.g., Procter & Gamble—disparate products under one corporate umbrella.
• If genres/audiences are wildly different (e.g., children’s books vs. erotica), keep brands separate.

3. Constructing vs. Discovering Your Brand

[33:01] Joanna Penn; [33:01] Steve Brock

• Constructed Branding: New authors or pen names can choose to intentionally define their brand identity upfront ("brand identity" = who you are, your promise, your characteristics).
• Discovery Branding: More common, as an existing body of work often reveals the true brand through audience response and self-discovery.
  • Amplify elements that naturally resonate with your audience.

4. Book Covers & Visual Consistency

[35:22] Joanna Penn; [35:50] Steve Brock

• Consistency across visuals (covers, fonts, style) is crucial.
• Covers must signal not just the author’s brand but genre expectations; for most readers, genre loyalty outweighs author loyalty.
• Branding is about identification: being recognizable and delivering on expectations.

5. Distinction in a Crowded Market

[44:14] Steve Brock

• Stand out by knowing your unique voice, style, and interests.
  • Example: Stephen King is known for the journey, even if endings are "mediocre".
• Distinction can come from things like tone, plot structure, or themes you consistently explore.
• Audience engagement is crucial for discovering what sets you apart:
  • "Ask your readers what makes you different—they’ll reveal patterns you might not see yourself." [48:04]

6. Handling Feedback & Consistency (Swearing, Violence & More)

[41:08] Joanna Penn; [41:08] Steve Brock

• Stay consistent with content choices (e.g., swearing, level of sex/violence) to avoid alienating your core audience.
• Don’t try to please everyone; "You're not going to be able to please everybody, but if you can please those who are in your tribe, you're going to succeed." [42:58]
• Niching down builds a stronger brand and more loyal fans.

7. Branding for Nonfiction vs. Fiction

[49:30] Joanna Penn; [49:39] Steve Brock

• Principles apply to both, but are clearer and often easier to manage in nonfiction since expertise can be front and center.
• Nonfiction "distinctives" might be empathy, simplification, or a unique approach to the topic.

8. From Brand to Marketing

[51:28] Joanna Penn; [51:45] Steve Brock

• Branding is upstream, marketing is downstream—brand clarity informs marketing messaging.
• Internal benefit: builds author confidence and mindset.
• External benefit: clearer messaging, "helps you to tell your own story better." [51:45]
• Don’t just list tactics; align them with your authentic message.

9. Podcasting & Storytelling as Brand Vehicles

[54:44] Joanna Penn; [55:24] Steve Brock

• Podcasts, blogs, and social media are key channels for expressing author brand, especially for building a loyal community beyond the books themselves.
• Think in terms of ecosystems—all touchpoints should interconnect and reinforce your brand.

10. Making Beautiful, Distinctive Products

[57:13] Joanna Penn; [57:54] Steve Brock

• Steve’s Brand Something Beautiful workbook is an intentional blend of aesthetics and practicality, serving both as a tool and as a branding statement.
• Physical book quality and design can differentiate you in an AI-saturated, mass-produced world.
  • Joanna: "Anyone who puts more effort into physical production of beautiful products is going to stand out." [64:02]

11. Leveraging Brand for Multiple Streams of Income

[57:54] Steve Brock; [73:38] Steve Brock

• Think ecosystem and combinatorial thinking—courses, workbooks, downloads, and memberships can all tie into your brand.
• Gamification, levels, and focus on delighting audience members can add value and build community.

12. Personal Journey & Brand Evolution

[68:55] Joanna Penn; [69:02] Steve Brock

• We’re all evolving; brand and personal creative identity shift over time.
• Let the journey and integration of multiple passions (e.g., travel, design, writing) inform your brand story.

Notable Quotes & Memorable Moments

• "Branding is fundamentally about the overall perception that people have with you or your creative work." — Steve Brock [28:23]
• "If you do not know the story you want to tell well, someone else is going to do it for you and most likely in a way that's not going to be helpful to you." — Steve Brock [28:23]
• "You’re not going to be able to please everybody, but if you can please those who are in your tribe, then you're going to actually succeed … Niches are riches." — Steve Brock [42:58]
• "We’re great at telling stories, but we're terrible at telling our own story … that's what branding is about." — Steve Brock [51:45]
• "Even if you join the Patreon for $2 a month ... that helps me do this. But most of the work is free." — Joanna Penn [in the broader intro—on the freemium model]
• "I want to be known for making beautiful books. So I love that you've used the word beautiful. I want… We all love beautiful books." — Joanna Penn [64:02]
• "It brings up new ideas ... even just updating metadata with AI is a creative process." — Joanna Penn [21:30 approx.]

Timestamps for Key Segments

• [25:44] — Start of Interview: Introduction to Steve Brock
• [28:23] — What is a Brand for Authors?
• [30:17] — Handling Multiple Brands/Pen Names
• [33:01] — Constructed vs. Discovered Brands
• [35:50] — Consistency and Book Cover Branding
• [38:10] — Building a Loyal Audience vs. Genre Loyalty
• [41:08] — Consistency with Swearing, Violence; Audience Expectations
• [44:14] — Distinguishing Yourself from Other Authors
• [49:39] — Distinctives for Nonfiction Authors
• [51:45] — Translating Brand Values into Effective Marketing
• [55:24] — Podcasts & Blogging as Brand Channels
• [57:13] — Making Workbooks & Physical Products as Part of Brand
• [62:22] — Challenges of Production: High-Design Books
• [68:08] — Bringing Multiple Sides of Your Brand Together (Travel/Creativity)
• [73:38] — Combinatorial Thinking for Income Streams & Memberships

Actionable Takeaways for Listeners

• Audit your brand: Ask yourself (and your audience) what you stand for and what makes your books distinctive.
• Embrace consistency: Align book covers, messaging, and your public persona—while remaining true to your genre.
• Identify your super fans: Focus on delighting those who will stick with you regardless of what you write.
• Don’t fear niches: The more you niche down, the more loyal—and lucrative—your audience will become.
• Consider the product itself: Physical production quality, design, and accompanying materials can enhance brand distinctiveness, especially in nonfiction.
• Explore ecosystem thinking: Link books, courses, podcasts, newsletters, and other offerings so that each reinforces your overall brand.
• Reflect on your creative journey: Set aside time to consider how your processes and choices serve your broader goals, creativity, and wellness.

Where to Find More

• Steve Brock: brandsomethingbeautiful.com, BrandSomethingBeautiful.substack.com
• Joanna Penn: TheCreativePenn.com, wide presence across major social platforms
• Steve’s books: Brand Something Beautiful, Hidden Travel, The Creative Wild