Your library brand and the student experiencePresentation Transcript
Your library brand and the student experience Emma Illingworth and Jo Alcock
Your library brand What is your library brand? What is your message to students? How do you communicate this message?
Brand The philosophical concept of who we are and what we offer Branding The visual representation of our brand
Adapted from Mathews, 2009
Branding is the process of defining a library’s story, distilling that into a short, appealing sentence... then visually conveying the story” Doucett, 2009
Elements of successful library brand Clear, meaningful, unique message Consistent message Ongoing effort to deliver promises Staff buy-in across the board Visual elements to complement message
Message and delivery Message Library is the centre of University life, available to support student needs and provide areas and resources to support student life Communicating message Collaboration with academic schools and student services Welcoming spaces to suit different needs Knowledgeable, supportive staff
Brand? Delivering an inspiring information environment for the digital age
Brand? Information... Support... Community...
The Student Experience Funnel
Student needs The library should aim to meet needs wherever applicable (individually or collaboratively) Academic Social Entertainment/Recreational Rejuvenation [Library services] must be determined not by what libraries have, but by what users need. Needs taken from Mathews, 2009 and Mi, 2006
Schools and services The student experience – identifying student needs means we can recognise potential partnership opportunities with other university departments and strive to deliver services to meet those needs.
Brand perception The institutional brand (message) needs to be conveyed in the departmental brand (message). Consider the departments as franchises of the Higher Education institution.
student and staff experience • aim 4 ‘to provide an experience of higher education that is challenging and enjoyable for its students and staff; that embodies equality of treatment; and that equips its students to be socially purposeful professionals and citizens’ University of Brighton, Corporate Plan 2007-2012