Posts Tagged ‘Branding’

Dove’s Superficial-Facial Campaign

May 3rd, 2013 • by Karen A. Chase • 3 Comments

When I first saw the new “Beauty Sketches” Dove commercial for women I was moved. Here was a national brand putting together a campaign to show women how truly beautiful they are, in an ingenious way. If you haven’t seen it yet, watch the spot; a forensic artist draws women as they describe themselves, and then as others do. The more beautiful drawing is not from their own description.

After seeing another commercial this week, I began to wonder if Dove is helping women to see ourselves more beautifully, or are they chastising us? The ad that made me reconsider my position was for a men’s face lotion, by none other than the same brand, Dove. It’s the “Men+Care” spot.

Instead of showing men crying and grieving over self-critical views of their own appearance, this one shows how Dove can help men as they get out there and engage in everything fun, playful, silly, natural, joyful and even awkward in life. While Dove’s women’s commercial shames them into seeing their own beauty, Dove celebrates men and their experiences, even the bad ones that result in the occasional face-slap. (They also did this man+care spot for the superbowl.)

So I’m sorry Dove, but in your view what makes a woman a woman, is how she sees herself on the outside. While what makes a man a man is all the life experiences he has (so he should protect his skin with a little face lotion). The shame is on you, Dove. It seems to me your branding for women is just a little too skin deep.

A little photo sampler of shots Ted has taken of me. What I don’t see is my skin, what I see is a life–a life of fun, silliness, friendships, family, love, and experiences–with makeup or none. Take that Dove.

Sharing Writing on Facebook

March 1st, 2013 • by Karen A. Chase • 2 Comments

On Facebook, it’s important to turn away from writing, and speak to those who are following along.

Social media promotion is a big part of what authors are required to handle on our own, and growing a fan base takes more than just time.  More importantly, it takes a willingness to chat with readers in the right way, especially on Facebook.

Insights in writing
There has been the belief that introverted writers sit with a drink in hand at 10 a.m. being tortured by plot twists. Sharing honest behind-the-scenes details about my sober process, has helped readers see how I really write. A fellow writer, Steena Holmes, recently asked Facebook fans to help define traits of a new character. Her readers felt like writers for a while, connecting them to her story. Brilliant.

“Reach” is better than “like”
The world sees how many “like” my author Facebook page, but Facebook shows me how many people are talking about my posts with others. That number is my “reach.” So while I only show about 170 “likes,” my reach during the height of a recent promotion was closer to 550.

Inspiration and perspiration
There is a balance between waxing on about the research and the work, and providing an escape and inspiration. Posts with quotes or comments on the writing and book world get just as much interaction as longer opinion posts.

Tag and share
Give credit. If I mention another writer, a post, or a quote, it’s important to tag the photo or properly share the post to give credit of its origin. Writers supporting writers will get us all more readers.

What Facebook tips for writers do you have?

Guest Post: The Sweet Lindy Dale

January 25th, 2013 • by Karen A. Chase • 1 Comment

My guest blogger today comes all the way from Australia! Lindy Dale is an author of Chick Lit and paranormal romance (wow). After writing books for ten years, she recently went through a brand redevelopment for her books and author platform. So grab some coffee or chocolate, curl up and read on…


When I first started out, I had a homemade cover and a book. No website, no blog, Facebook Page or Twitter accounts. It didn’t take long for me to realize that if I wanted to be noticed, I was going to have to do something more. If I wanted to be regarded as a professional I had to have a professional look– not some tacky thing that screamed “DIY”. That’s where branding came in.

The first step was to define myself.  Okay. I’m a Chick Lit and Women’s Fiction (WF) author. My Chick Lit runs to the humorous side and my WF is often sadder. The common thread is love. Always love.

Next, I created a logo with a cute, fun caricature. You can see it on my Facebook page. It defines the type of book I write–fun, easy to read, happy endings. I carried this over to my website and blog.  I also changed my pen name from L.A. Dale to Lindy Dale to strengthen the Chick Lit theme–you don’t hear of many CL authors using initials. It’s a more personal, friendly genre.

Then late last year, I engaged a cover designer to redesign my covers to give them a cohesive look. The font and style will be the same, though there will be differences between the Chick Lit and WF that will instantly tell the reader what type of book they’re going to read.

The last stage has been the blog and this is a work in progress.  Instead of the hit and miss process I had before, it now has a structure with regular posts on topics chosen by my readers. It comes out weekly and is backed up by a newsletter of exclusive content only given to subscribers.

So what about you? Have you ever considered branding yourself?

You can find Lindy on her website, her Facebook and Twitter under @LA_DALE. Below is a screen snapshot of her oh so cute website redesign.