Storytelling and brand for libraries

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using storytelling to convey brand awareness for libraries

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Storytelling and brand for libraries

  1. 1. brand storytelling {for libraries} Heather lambert hlambert@tn.gov
  2. 2. define: Brand A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. If the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer. A brand's value is merely the sum total of how much extra people will pay, or how often they choose, the expectations, memories, stories and relationships of one brand over the alternatives. --Seth Godin
  3. 3. define: Storytelling Stories are how we assign meaning to things. Humans are "creatures of context" and we always are looking for ways to put things in context. Stories are patterns made up of events that are put together in a particular order and this order gives it meaning. -- Bill Harley Storytelling is the interactive art of using words and actions to reveal the elements and images of a story while encouraging the listener’s imagination. Storytelling involves a two-way interaction between a storyteller and one or more listeners. --National Storytelling Network
  4. 4. define: Content Marketing A marketing technique of creating and distributing valuable, relevant and consistent information to attract and acquire a clearly defined audience – with the objective of driving profitable customer action. --contentmarketinginstitute.com
  5. 5. People like storytelling because it tells them whether brands ‘have a clear sense of purpose’ and ‘create their own world’. It makes people ‘intrigued to see what they’ll do next’. --AESOP marketing
  6. 6. scenario scenario scenario scenario scenario scenario scenario scenario scenario scenario scenario scenario scenario scenario scenario scenario scenario
  7. 7. storytelling storytelling storytelling storytelling storytelling
  8. 8. stop counting things start tracking outcomes
  9. 9. no context, no outcomes, no personalization- no story
  10. 10. A good story is an end in itself. Whether or not it helps define a brand, sell a product, or make a point, a story must stand on its own. If it only exists to thinly disguise a marketing message, you’re not fooling anybody. -- Rob Walker
  11. 11. we can no longer push our messages across, we need to pull customers in with engaging, useful content.
  12. 12. we know stories. we own storytelling. we are the good guys. we have amazing stories.
  13. 13. be the source of information people with which people want to engage.
  14. 14. how to start
  15. 15. broaden your perspective on storytelling.
  16. 16. create an organizational culture of storytelling.
  17. 17. get organized assign responsibility pull on the same rope measure your impact don’t forget to distribute have something to say content sandwich - Rachel Metscher
  18. 18. learn from others.
  19. 19. Our stories are as compelling as gum, beer, burritos, coke, tennis shoes, cable, search engines, perfume or donuts. Everyday we build genuine connections with people. We empower the youngest mind, we comfort and support the oldest soul. We connect families, bring books to life, facilitate life change and ease life transitions. People share with us their love, friendship, delight, sorrow, desperation and loneliness. We foster exploration, we support families, we connect communities, we encourage life long learning. We aren’t part of the capitalist machine, we don’t have a partisan agenda, we don’t sell junk made in China, we don’t send jobs overseas. We are open to all people regardless of color, creed or ability. We develop ideas and spark growth. We are imagination, we are kindness, we are the best of our communities. We maintain a connection to the past at the same time giving tools engage with the future. We are stories.

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