Identity Publishing: A new way of looking at how publishers create and build brands

Used to be, if a friend recommended a book, my first question was: “Who published it?” This question was usually met with a blank look and a shrug that said: “Who cares?” To me, as a publishing professional, it was important to try to learn the flavor and focus of various imprints. To the reader, this was inconsequential. Except for a few recognizable imprints—the Penguin Classics, the Norton anthologies, Little Golden Books, for example—publishing did not have brands. And that, I always felt, was a mistake.

In these days of rampant self-publishing, many publishers are being called upon to provide their value proposition. Without a brand, lacking a clear identity, this becomes a challenge.

In the February issue of Book Business, our cover story explores something I’m calling “Identity Publishing.” It’s a new way of looking at how publishers create and build brands, and a way of understanding why this is necessary, and why it must no longer be the exception, but instead be common practice. See our new issue for more on the topic, and stay tuned as we continue to explore the whys and hows of branding.