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Branding for Public Libraries
 

Branding for Public Libraries

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Elisabeth Doucett's presentation at the LYRASIS Public Library Symposium on December 4, 2009.

Elisabeth Doucett's presentation at the LYRASIS Public Library Symposium on December 4, 2009.

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    Branding for Public Libraries Branding for Public Libraries Presentation Transcript

    • B RANDING FOR PUBLIC LIBRARIES
    • W HAT IS BRANDING ? Figuring out the story Why your library matters to your community
    • W HAT IS BRANDING ? Figuring out how to tell your story So it will capture people’s attention
    • W HAT IS BRANDING ? Figuring out how to tell your story the same way over and over Until people “get it” without thinking
    • F OR CLARITY  Branding IS NOT the same thing as marketing  One of the first steps in marketing  Part of the “marketing mix”
    • 6 Marketing Marketing Strategy Objectives Segment Target Branding Market Research Marketing Tools/Tactics Promotions Advertising Direct PR Publicity Sales marketing
    • W HAT MAKES A GOOD BRAND ?
    • 8 W HAT MAKES A GOOD BRAND ?  The key elements of a good brand  Clear, meaningful story  Articulated in a short, compelling phrase (tagline)  Logo that visually supports the story  Consistent and repetitive use
    • 9 Y OUR STORY  What is your story?  Why does your library matter in your community?
    • 10 S TORY EXERCISE  What role does your library play in the life of your community? (2-3 sentences max)  Why does your library matter to your community?
    • 11 Y OUR S TORY  Your story  Having a story ensures that you have thought carefully about the role of your library in your community  A common direction  Make sure you can deliver
    • 12 TAGLINE  Tell your story quickly and make it compelling  Grab attention  Get across a lot of information  Don’t make people work too hard
    • TAGLINE 13 EXAMPLES Boston Public Library What do you want to know? West Palm Beach Public Library An oasis of knowledge Harris County Public Library Your pathway to knowledge Red Cross Together we can save a life United Way What matters Quaker Oats Warms you heart and soul The Library of Congress More than a library
    • TAGLINE EXERCISE  Using the story that you developed in our first exercise  Write a tagline – quick, to-the-point, reflect your story  My library is special because….  My library provides me with …………. and I can’t get that anywhere else.  When I go to my library I feel ……..
    • T HE LOGO  The logo is a visual representation of your library story  Must support the story  Help convey the story quickly  Be visually arresting
    • 16 T HE LOGO  The logo is important  As a jog to one’s memory  As the repository of the feelings about the brand  The brand’s logo becomes the users’ touchstone  Every time the customer sees the brand (logo) - reminded of the brand story  A logo helps cut through the clutter – it “tells the story” of the brand without having to be explicit
    • R EPEAT, REPEAT, REPEAT  Tell your story over and over and over  Be consistent in the story and the look  Why? Your audience will eventually know your story as soon as they see your brand – that’s what you want  They know why your library matters
    • 18 W HAT MAKES A GOOD BRAND ?  The key elements of a good brand  Clear, meaningful story  Articulated in a short, compelling phrase (tagline)  Logo that visually supports the story  Consistent and repetitive use
    • 19 A RE THESE GOOD BRANDS ? W HY OR WHY NOT ?
    • 20 Why does the story matter so much?
    • 21 W HY DOES THE STORY MATTER ?  1) Everyone used to understand what the library was about  Today?  It’s a lot more complicated
    • 22 W HY DOES THE STORY MATTER ?  Information is everywhere  Libraries don’t “own” information anymore  Need to define new message about our role in the community  If we can’t tell our story  Why should we expect anyone to support or fund or use the library?
    • 23 W HY DOES THE S TORY MATTER ?  2) It’s a very noisy world  Average American – 3,000 marketing messages a day  American newspapers - more than 10 million tons of newsprint/year  Average person consumes 94 pounds of newsprint a year  The Internet  In 1985 – 6 domain names registered  Today – 63 million domain names registered  Exponential increase in cell phone use  1985 – 340,000 cell phone subscribers  Today – 175 million!
    • 24 W HY DOES THE MESSAGE MATTER ?  All brand and market themselves and talk about what they provide  Sadly, if libraries aren’t part of the “conversation”  We get forgotten
    • 25 W HY DOES THE STORY MATTER ?  3) Puts everyone on the same page in your library  Clear message  Clear direction  A plan of action that everyone can understand
    • 26 W HY DOES THE STORY MATTER ?  4) Most importantly – good branding (and marketing) leads to increased usage of your library as people understand what your library can provide to them Clear message Increased awareness Increased usage
    • W HAT CAN BRANDING DO FOR YOUR 27 LIBRARY ?  Cuts through the clutter  Gets everyone working in the same direction  Greater awareness of resources/services/programs  Helps with funding  Everyone understands the library’s role in the community  More than just a “nice to have” – instead a “have to have”  Builds opportunities for partnerships
    • C ONCERNS 28
    • 29 I SN ’ T BRANDING ANNOYING ?
    •  Branding can be intrusive and annoying 30
    • 31  But your branding doesn’t have to be obnoxious  Keep in mind – when you brand your library – YOU have control  Story  How you tell the story
    • 32  You can develop smart and interesting branding, appropriate for your library  More and more nonprofits are doing branding – and doing it well
    • 33 B RANDING / MARKETING IS TOO EXPENSIVE  Do it yourself  Design work for free (or almost)  Local high school or college art class or business class project  Do it yourself (http://www.logoyes.com/, http://www.logoease.com/, http://www.logomaker.com/)  Use web options (not free but cheap) http://www.logoworks.com/, http://thelogocompany.net/  Find pro-bono expertise through your Board
    • 34 I DON ’ T KNOW ENOUGH  Get together with other library people and work together – make this a project for the group  Share ideas, solve problems together  Branding is:  Common sense  Focus on the message  The first step? Jump in  Have some fun
    • 35 I DON ’ T HAVE ENOUGH STAFF  What would it be worth to have your patrons, your Board, your community  Know what you provide?  Value what you provide?  Fund what you provide?  A good brand and marketing can help you achieve all of this  One person can do it
    • H OW TO GET STARTED 36
    • 37 H OW TO GET STARTED  Do a marketing audit  Collect a representative sample of your marketing materials  Pin them all on one wall where you can review
    • 38 H OW TO GET STARTED  Ask yourself these questions:  Can I tell by looking at these materials what role my library takes in its community? What is my story?  Am I telling that story in a compelling way?  Based on the look of the materials, am I telling the story the same way over and over so people can get it quickly?
    • 39 H OW TO GET STARTED  Talk to your key stakeholders - patrons, Board, staff  What can they tell you about:  Your story  Logo  Confirm or deny  Your own impressions from an audit
    • 40 H OW TO GET STARTED  An audit & stakeholder discussion will help you start to understand where you need to focus  The story  How the story is presented – Logo and tagline  Consistency in repetition
    • 41 H OW TO GET STARTED  Once you understand the issues  Put together a team to find the answers  Just make sure you get the story right!!!
    • C ASE STUDY
    • 43 1. Majority of community members could not tell us what our logo looked like. 2. Majority of community members couldn’t reiterate our “message” 3. Feedback was logo/brand was “dated”
    • 44 No clear message No clear visual connection
    • C ASE 45 STUDY  We needed to:  Clarify our message  Update our logo  Find a better way of visually connecting the library with its partners
    • C ASE 46 STUDY  Spent a lot of time reading/considering OCLC study “From Awareness to Funding” ttp://www.oclc.org/reports/funding/default.htm  Determined that we wanted our library to move from informational to transformational  Didn’t want to lose touch completely with our community history  New tagline “A world of possibility”
    • W HAT DOES “ POSSIBILITY ” LOOK LIKE ?
    • W HAT DOES “ POSSIBILITY ” LOOK LIKE ?
    • W HAT DOES “A WORLD OF POSSIBILITY ” LOOK LIKE ?
    • W HAT DOES “A WORLD OF POSSIBILITY ” LOOK LIKE ?
    • W HAT DOES “A WORLD OF POSSIBILITY ” LOOK LIKE ?
    • W HAT DOES “A WORLD OF POSSIBILITY ” LOOK LIKE ?
    • 53
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    • 58
    • 59
    • 60
    • 61  Thank you  Questions?