Fans of the BBC TV show The Apprentice will remember a candidate who styled himself as Stuart ‘The Brand’ Baggs. While his idea of branding was certainly misguided, it was nonetheless a memorable gimmick. As a writer, it is similarly important to consider how you’ll be perceived by your readers.
Next time you’re in a bookshop or a library, have a look at some of the book covers. You’ll often find that books by the same author share certain elements: perhaps the author’s name is written in a particular typeface, or perhaps a certain style of artwork is common between them. But branding goes so much deeper than a cover. It can include the personality or values that you want to convey to the reader.
My own branding begins with my moniker: Gavin Cameron is actually my first and middle names. My real last name is Cruickshank, but I don’t use it because there are several possible variations in the spelling, and it serves as a small distinction between my real life and writing life. Not to mention that Crookshanks is Hermione Granger’s cat in the Harry Potter series.
There is a long literary tradition of pseudonyms, and this is catered for in the standard manuscript format. Your real name goes in the address at the top left-hand corner, while your pen name is included in the byline underneath the title. I also mention it in the body of the e-mail or on the cover sheet.
Even so, the issue does occasionally cause problems. A couple of times, show organisers have thought that Gavin Cameron and Gavin Cruickshank were two different people. One organiser recently made publicity material in the name of Cruickshank instead of Cameron, and it’s now being corrected.
In an attempt to stop this from happening again, I’ve now made it clear in my e-mail signature:
writing as Gavin Cameron.
On the same subject, you might have noticed my Twitter name @LadyGavGav. Although I’ve never liked my first name being shortened to Gav, and still don’t, I felt I had to take that Twitter name as it was available and was an improvement over my previous handle @Knaw_Says.