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Branding Presentation by Cody Gregg, Catherine Essinger and Donna Jackson given on April 14, 2011 at the Texas Library Association Conference.
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A Burning Topic:Branding Your Library
Somer Newland
Catherine Essinger
Cody Gregg
Donna Jackson
•Obey your thirst!•Soup is good food!•Have it your way!•The Breakfast of Champions•Melts in your mouth... not in your hands•Keep Austin Weird
FAMOUS SLOGANS/TAGLINE
A, B, C, D, E, …
Your public library has arranged these in ways that make you cry, giggle, laugh, love, hate, wonder, ponder and understand....
One More Slogan…
Know thyself -- Greek Proverb
DEFINED...Branding...embodies the tangible and intangible aspects of a product, service or entity. Branding is internal. It is what lies at the heart of those intangible attributes that define a product, service or entity. In contrast, marketing is external and is the process by which resources are brought to bear under situations presenting opportunities or threats. (Shaffer, 2002)
Shaffer, R. I. (2002). Using Branding to Make Your Mark(et): What Lessons Leaders Can Learn for Library and Information Science. Acquisitions Librarian, 14(28), 81. Retrieved from EBSCOhost.
What is a brand?
PERSONALITY...o Represents the personality of the library rather than its
mission statement (Keller, 2008)
IDENTITY...o A process of self-definition, of establishment of identity
SYMBOLISM...o Often includes a graphical, symbolic representation of
the organization: a logo, and a catch-phrase or slogan
Keller, J. A. (2008). BRANDING AND Marketing YOUR LIBRARY. Public Libraries, 47(5), 45-51. Retrieved from EBSCOhost.
What is a brand?
COMMUNICATION...o Quickly communicate the identity and values of the library
to its community (Keller, 200o Establishes and reminds the community of the value and
relevance of libraries
RECOGNITION...o Establish an easily identifiable representation of the library
that symbolically embodies the personality of the library
Keller, J. A. (2008). BRANDING AND Marketing YOUR LIBRARY. Public Libraries, 47(5), 45-51. Retrieved from EBSCOhost.
Why is a brand important?
CONSISTENCY...• Establish consistency internally with the service
philosophy and externally with the expectations of patrons
SELF-DEFINITION...o Establishment of an institutional identity
Why is a brand important?
This above all: to thine own self be true,And it must follow, as the night the day,Thou canst not then be false to any man.
-- William Shakespeare, Hamlet
Branding at South Texas College
Branding at South Texas College
OPPORTUNITY...• Change in leadership• New beginnings
• Who are we?
• What is our vision, mission, and values?
• How do our patrons perceive us, and how do we want them to perceive us?
• How do we communicate that ideal to our community?
Branding at South Texas College
• 2 ½ year process
• New vision statement, mission statement, and statement of values
• Implemented Learning Commons and customer service oriented service model
• Inclusive process involving input from all staff and discussions at all levels
Branding at South Texas College
• Development of logo
• Shorthand representation of our own vision of ourselves
• Combines symbolism, school colors, and slogan
• Represents the cyclical nature of knowledge and education
• Collaboration with library staff & graphic design
Branding at South Texas College
Creating a Brand
RESEARCH...
values & perceptions
Creating a Brand
CREATE...
tell a story
Creating a Brand
CONNECT...
visually, emotionally, culturally
Creating a Brand
Creating a Brand
STANDARDIZE...
graphics, colors, fonts, taglines, logos
Creating a Brand
INVENTORY...
Creating a Brand
PLAN...
implementation, assessment, adjustment
Creating a Brand
We had a logo
Creating a brandThe University of Houston Experience
A new logo presented an opportunity to rebrand
Creating a brandThe University of Houston Experience
Our brand should be...
USER-CENTERED
CUSTOMIZABLE
FLEXIBLE
PLAYFUL
Creating a brandThe University of Houston Experience
Creating a brandThe University of Houston Experience
Creating a brandThe University of Houston Experience
Maintaining a Brand
Maintaining a Brand
Houston Public Library Brand has been in place since 2008
Maintaining a Brand
And Everyday we work toward maintaining a strong Brand
EDUCATION
BRAND TOOLS
BRAND EMPOWERMENT
Maintaining a Brand
HOW DO YOU MAINTAIN A BRAND?
M
EDUCATE...
E
•Brand Manual
•Brand Workshops
Maintaining a Brand
BRAND MANUALS A brand manual is a document
specifying the use of visual brand components and messaging. It can also include brand philosophy, organization goal and direction and other information that help users understand and use the brand correctly.
Maintaining a Brand
Sample of Brand Manual
Most organizations have Manuals in one form or other
Sample of Brand Manual
Most organizations have Manuals in one form or other
Sample of Brand Manual
Sample of Brand Manual
Sample of Brand Manual
Sample of Brand Manual
• TANGIBLESo logo and logo useo fontso color paletteo taglineo imageryo collateral sampleso campaign samples
• INTANGIBLESo philosophyo misson and visiono goal objectiveso brand toneo brand position
Brand Manual Content
BRAND WORKSHOPS
Brand Workshops and Classes• Some libraries provide brand workshops or classes as a part
of the standard training for library employees.
• Others provide classes at intervals through the year.
Maintaining a Brand - Education
BRAND TOOLS
Maintaining a Brand
•Intranet
•Templates
•Promotional items
INTERNAL COMMUNICATION...
• Intranet• Video or articles on brand• Templates, imagery, fonts, • Consistent and Quality Communication
Maintaining a Brand
Sample of Intranet
Sample of Intranet
Sample of Intranet
Maintaining a brand
BRANDTEMPLATES
Maintaining a Brand
Maintaining a BrandHouston Public Library Experience
Maintaining a BrandHouston Public Library Experience
Maintaining a brand
BRANDEMPOWERMENT– A brand cannot not grow successfully without the support
of staff and customers. Libraries must empower its stakeholders to own the brand and to share it with others while keeping it consistent.
Maintaining a Brand
Brand Empowerment
RESEARCH
• Brand Trends • Audience • Community Trends/Society Trends
Growing a Brand
RESEARCH TOOLS
– Suggested Website• www.trendreports.com• www.plunkettresearch.com
– Suggested Actions• Talk to customers• Talk to other library professionals• Study brands that you love
Growing a Brand
RESEARCH TOOLS
Growing a Brand
EVALUATION
• Review brand and organization goals and objectives
• Decide to change direction or goals based on evaluation
Growing a Brand