Agents and publishers readily and regularly extol the importance of "branding" and "platforms" as a way to build a potential audience. Aspiring writers, hopeful that their newest screed will be warmly embraced, instead often discover that their first experience with the publishing world writ large has nothing to do with the quality of their writing, but rather with how well they are currently marketing themselves. Literally, they are being taught at the outset that you apparently can judge a book (or at least the book’s writer…) by its cover.

Such a stark realization is not relegated to authors of any particular race, creed, color, or sex. Quite literally everyone who hopes to be published will be measured utilizing these barometers. The accuracy, importance, and even the genuine usefulness of these metrics are consistent points of debate and perpetual sources of consternation to talented writers who fall “short” of the magic number of Twitter followers, Facebook likes, web site hits or whatever other – decidedly subjective – number an individual agent or publisher desires to see as evidence of effective branding.

Christian artists have a unique advantage, and provided we are true to the tenets of our faith, the heavy lifting was done for us some two thousand years ago. Now, we need only to walk in the footsteps of He who built our platform outside of Jerusalem. Such an advantage yields an awesome responsibility, though – the reality that in the end we will not be judged by our hits, our sales, or even how many best seller lists we reach.

With that is mind, here are the three key points Christian authors need to remember with regard to branding, platform, and audience:



Our Brand is Christ

By this shall all men know that ye are my disciples, if ye have love one to another. – John 13:35 (KJV)

Our charge is clear and our directives in place. We are to love and to serve one another just as Christ did so us. As writers, our love is evident in our calling to share our faith in stories of fiction or non-fiction. Our service becomes likewise apparent when we choose to embark upon this ministry.

The works we create will stand apart by necessity. They will look different, sound different, and truly be different because their shared message is one that only Christ can promise.

We stand apart by choice – not in the sense that we remove ourselves but rather in that Who He is illustrates whom we strive to be. It should be apparent in all we say and do. As writers, it is imperative that we not forget that as we put pen to paper, but as authors…as people…it is imperative that we remember that every minute of every day – long after the ink dries and long before we turn to the next page.



Our Platform Remains the Cross

I am crucified with Christ: nevertheless I live; yet not I, but Christ liveth in me: and the life which I now live in the flesh I live by the faith of the Son of God, who loved me, and gave himself for me. – Galatians 2:20 (KJV)

The promise that only Christ can promise and deliver is that He paid our sinner’s debt, bridged the gap between us and our eternal home, and ultimately defeated the powers of darkness so that we now need fear nothing…all because of Him.

That promise came to fruition on the Cross. Our redemption was complete. Our salvation was secured and that is the platform from which we work every day.

Writing, chatting, posting, shopping…even driving to work. Christ secured that future for us so we need not worry but that we may instead live our lives a beacons for others. The light we emit for others is the story of what He accomplished for us.



Our Potential Audience is Quite Literally Every Person Everywhere

Walk in wisdom toward them that are without, redeeming the time. Let your speech be always with grace, seasoned with salt, that ye may know how ye ought to answer every man. -- Colossians 4:5-6 (KJV)

With our platform of salvation in place and our brand identifiable as brothers and sisters in Christ, all that remains is to be mindful of our audience. In other words, all we have to do is remember that anyone…anywhere…at any time could – and should – be able to look at us and see Christ.

They should see love. They should see patience. They should see kindness. They should see humility…and myriad other qualities we are called to reflect. As writers, it is probable that we remember this charge. After all, Christian Fiction that does not reflect Christianity becomes readily apparent.

But do we always remember that charge as people?

Are our words those of kindness? Are our acts those of service? Is our place below others so that we might make ourselves smaller and Him greater? We might not notice those occasions when we fall short, but as we have proclaimed ourselves followers of Christ, it is a certainty others will notice.

This is not merely a reminder that other people of faith will be watching. The world will be watching…and deciding…and choosing. Therefore who we are and how we are will influence much more than just the size of our book audience, it will influence whether or not they choose an audience with Our Heavenly Father by His Son Christ.

That is a worthy platform. That is an awesome brand.