Author Brand Strategist with Jessica Sorentino

Beyond the Book: Why Author Brand Strategy Matters More Than Ever with Jessica Sorentino

We’ve had plenty of authors on the podcast to talk about the books themselves — but this week, Brittni is digging into the piece so many writers overlook entirely: what happens after the manuscript is done. Enter Jessica Sorentino, author brand strategist and founder of Turning Pages, who’s spent more than a decade helping writers turn their books into lasting careers.

Jessica’s path started inside the traditional publishing world, where she worked with major houses including Simon & Schuster and Macmillan. That vantage point gave her a front-row seat to how books actually get made — and, just as importantly, what happens once they hit shelves. What she noticed was a gap: authors pour years into writing, then discover that finishing the book is only step one. The marketing, the platform-building, the publicity — that’s a second, unexpected career most writers never signed up for.

Brand vs. Marketing: They’re Not the Same Thing

One of the most useful distinctions Jessica draws in this episode is between brand and marketing. As she puts it, brand is who you are and how people know you — it’s identity. Marketing is the sell, the campaign, the transaction. The two work together, but they don’t start together. Jessica’s advice: build the brand before you need the marketing. Waiting until the book is finished to think about who you are as an author is, in her words, like reaching for wrinkle cream after the wrinkles show up — you’re already behind.

That’s exactly why publishers can’t be counted on to build a personal brand for every author on their list. Publishing houses release books every week, and their bandwidth goes toward names that already have visibility and an audience. Authors who’ve done the work to build an intentional readership before asking for help are the ones who land better podcast bookings, book tour opportunities, and social engagement — because they’re bringing something to the table instead of starting from zero.

The ROI of Human Connection

So where should authors actually invest their time? According to Jessica, it’s not really a social media post — it’s people. Book tours, podcast appearances, and especially book talks (in-person conversations at bookstores, libraries, or author panels, often moderated or done alongside another author in the same genre) consistently outperform anything purely digital. She’s watched readers walk into events with no intention of buying a book, only to leave as instant fans after hearing the author talk about their creative process. That’s the human-to-human connection that turns a reader into an advocate — someone who recommends the book to the next reader, and the next.

Jessica also points to a bigger cultural shift happening right now: as AI-generated content floods the internet, readers are craving more certainty that they’re connecting with an actual human behind the work. In-person events and authentic storytelling aren’t just nice extras — they’re becoming a differentiator. Her take on AI itself is refreshingly practical: use it the way you’d use an intern or an assistant, to take mundane tasks off your plate, but don’t let it replace the creativity, thought leadership, and innovation that only you can bring.

“When Do I Get to Call Myself an Author?”

For anyone sitting with a half-finished manuscript and a healthy dose of imposter syndrome, Jessica has a simple answer: the moment you put pen to paper, you’re a writer. You don’t need to wait for a book deal or a launch date to claim that identity — and you’re allowed to keep calling yourself a writer even after you’re technically an author. The label matters less than getting comfortable owning that part of who you are, because that comfort is what lets you show up authentically in your brand.

She also has a word of caution on timing: don’t start a brand-building journey while you’re deep in the thick of writing. Splitting focus between drafting and platform-building tends to make both feel like a chore — and the moment something feels inauthentic, readers notice. Her recommendation is to start the brand work as your manuscript nears completion, during editing, or even well after publication if you’re looking to breathe new life into an existing book.

Connect with Jessica

Jessica works with authors one-on-one through her program, Turning Pages, where she gets to know each writer and helps build a brand that connects them with readers — opening doors to events, relationships, and visibility, whether or not a book is published yet.

She also writes for free on Substack at Open Book: Where Storytelling Meets Strategy, where she interviews authors about how brand and platform have shaped their creative careers. For authors who want to go deeper, there’s a paid Open Book membership with weekly collaboration and community support.

You can also find Jessica on LinkedIn and Instagram, and hear more of her voice on the podcast she co-hosts, Third Glass: Reading Between the Wines.

If you’re an author (or writer, or both — no pressure on the labels) wondering what comes after “The End,” this episode is your starting point.