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CreatingYourLibraryBrand
Agenda   Creating your library brand     What   is branding?     Why   should I care about it?     How   to get starte...
WHAT is branding?                    3
For clarity   Branding IS NOT the same thing as marketing     It   IS one of the first steps in marketing
MarketingMarketing Strategy    Planning  Marketing Tactics      Execution
Marketing                     Marketing Strategy - Planning             Goals       Audience           Branding           ...
before branding            Defining your audience   Who do you want to talk to about your library?                        ...
Ask yourself   When you do any marketing:     Who   is my audience?   Are you talking to everyone in your community?  ...
Why does this matter?   If you know who you are trying to reach   You can make sure your story is said in such a    way ...
Would you tell a story about your library the same wayto each of these two audiences?                                     ...
But the library is for everyone!                                   11
What is branding?                  Figuring out the story          Why your library matters to your community
Story   Your story is telling your community - WHY    DOES THE LIBRARY MATTER?     Appeal   to the emotions     Don’t  ...
Exercise: what is your library’s story?   Think about “Why your library matters in your    community” (however you define...
What is branding?                     Identifying a feeling                    That you want people to get                ...
Branding is: A feeling                         16
   Emotions are powerful and evocative   That’s why they are important   If your brand has an emotional connection to  ...
EXERCISE   Identify 10 words that describe how you want    your library’s users to feel when they interact    with your l...
What is branding?                     Developing a tagline                    That will tell your story in a              ...
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Exercise: Pick the best, Pick the worst1)Boston Public Library        5)Quaker OatsBooks are just the beginning   Warms yo...
How to write a tagline   Start with your library’s story that you wrote out    a few minutes ago and the words you used t...
What is branding?              Putting it all together in a logo           That you use over & over again, until people   ...
The logo   The logo is important       As a jog to one’s memory       As the repository of the feelings about the brand...
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What do you think of these logos/taglines?                                       26
How do you develop a logo?   I always suggest using a professional if you can    fund it     They  understand the need t...
Finally –Repeat, repeat, repeat   Tell your story over and over and over   Be consistent in the story and the look   Wh...
SO…Branding =(define your audience)     story +    tagline +   FEELING +      LOGO                         29
   We’ve talked about what branding is   Now, let’s talk about what a STRONG brand is                                   ...
A strong brand   A strong brand has:    A   story and tagline that are compelling     And   relevant to the audience   ...
VOLVO SAVED MY LIFE CLUBThe letters have been coming to us for years. Men and women writingabout how they believe a car he...
   Tastes great   Less filling   Lite Beer from Miller:    Everything youve    always wanted in a    beer. And less.
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   Remember – a strong brand has:    A   story and tagline that are compelling     And   relevant to the audience    A...
WHY should I care aboutbranding?                          36
We aren’t the only game in town anymore                                          37
It’s averynoisyworld     38
If we can’t tell our story, whyshould anyone care?                                  39
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HELPS WITH FUNDING                     41
Facilitates teamwork                       42
Brings more people in the door                                 43
Case study             44
Brand audit          45
Our story   Our core audience     Library   users, seniors, parents     People    who are community oriented     Inter...
Tagline   Possibility was “the” word   Curtis Memorial Library    Creating a world of possibility                       ...
Our logo   Our logo was old and out-of-date   No one understood why the ship                                       48
What does “possibility” look like?
What does “possibility” look like?
What does “A world of possibility” look like?
What does “A world of possibility” look like?
What does “A world of possibility” look like?
What does “A world of possibility” looklike?
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How to get started                     68
How to get started 1. Do a marketing audit                     69
How to get started   During your audit   Ask yourself these questions:     Can I tell by looking at these      material...
How to get started2. Talk toyourconstituents                     71
How to get started            3. Compare audit & conversation                                          72
   If there is no playback of a consistent story, then you    need to start by working on that   If there is playback bu...
Writing a tagline   Review your story   Start with the ten words that you identified as    summarizing the “feeling” tha...
   Inc. Magazine article:     http://      www.inc.com/guides/201101/new-rules-of-writing-a-m     http://      www.inc....
Designing a logo   Unless you are a design artist – don’t try to do it yourself   A logo needs to reflect your brand via...
   Ways of getting design work done – for free (or almost)       Local high school or college art class or business clas...
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Support each other   Get together with other library folks and work together – make    this a project for a group       ...
   You can develop smart and interesting                                                          Click to edit the    b...
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Creating Your Library Brand

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Creating Your Library Brand

  1. 1. CreatingYourLibraryBrand
  2. 2. Agenda Creating your library brand  What is branding?  Why should I care about it?  How to get started branding 2
  3. 3. WHAT is branding? 3
  4. 4. For clarity Branding IS NOT the same thing as marketing  It IS one of the first steps in marketing
  5. 5. MarketingMarketing Strategy Planning Marketing Tactics Execution
  6. 6. Marketing Marketing Strategy - Planning Goals Audience Branding Story: Feeling: Tagline: Logo: Marketing Tactics - ExecutionPromotions Advertising Direct PR Publicit Sales marketing y
  7. 7. before branding Defining your audience Who do you want to talk to about your library? 7
  8. 8. Ask yourself When you do any marketing:  Who is my audience? Are you talking to everyone in your community? Or are you talking to one or more specific sub- sets in your community?  Moms & dads?  Seniors?  Teens? 8
  9. 9. Why does this matter? If you know who you are trying to reach You can make sure your story is said in such a way that your audience can “get” it And you can make sure that your story is said in such a way as to be relevant to your audience 9
  10. 10. Would you tell a story about your library the same wayto each of these two audiences? 10
  11. 11. But the library is for everyone! 11
  12. 12. What is branding? Figuring out the story Why your library matters to your community
  13. 13. Story Your story is telling your community - WHY DOES THE LIBRARY MATTER?  Appeal to the emotions  Don’t list services 13
  14. 14. Exercise: what is your library’s story? Think about “Why your library matters in your community” (however you define community) Two to four sentences at the most Try NOT to list the services that your library offers Instead, ask yourself:  What makes your library special or unique in your town? 14
  15. 15. What is branding? Identifying a feeling That you want people to get when they see or interact with your brand 15
  16. 16. Branding is: A feeling 16
  17. 17.  Emotions are powerful and evocative That’s why they are important If your brand has an emotional connection to your library patrons then you have developed a powerful connection Once you define how you want your users to feel about your library, everything you do should be to promote those feelings 17
  18. 18. EXERCISE Identify 10 words that describe how you want your library’s users to feel when they interact with your library “brand” 18
  19. 19. What is branding? Developing a tagline That will tell your story in a short, attention-grabbing way
  20. 20. 20
  21. 21. Exercise: Pick the best, Pick the worst1)Boston Public Library 5)Quaker OatsBooks are just the beginning Warms you heart and soul 6)The Library of Congress2)West Palm Beach Public More than a libraryLibraryAn oasis of knowledge 7)CameraWorld For negative people.3) TysonWe’re chicken.4)Red CrossTogether we can save a life
  22. 22. How to write a tagline Start with your library’s story that you wrote out a few minutes ago and the words you used to define your brand “feeling” Pick out the most critical words Think about alternatives to these words  Areany of them more powerful than the original words you used?  Do the words articulate what makes your library unique? 22
  23. 23. What is branding? Putting it all together in a logo That you use over & over again, until people “get” your brand without having to think
  24. 24. The 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 24
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  26. 26. What do you think of these logos/taglines? 26
  27. 27. How do you develop a logo? I always suggest using a professional if you can fund it  They understand the need to have visual elements reflect your story  They get the use of color, design, shape  It is a lot harder than you might think A creative design can make a huge difference in a logo If you don’t have $ to hire a professional, I’ll 27
  28. 28. Finally –Repeat, 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
  29. 29. SO…Branding =(define your audience) story + tagline + FEELING + LOGO 29
  30. 30.  We’ve talked about what branding is Now, let’s talk about what a STRONG brand is 30
  31. 31. A strong brand A strong brand has: A story and tagline that are compelling  And relevant to the audience A logo that conveys that story without words  The ability to get the chosen audience to respond to the logo/brand with feeling  Consistent use – over and over and over 31
  32. 32. VOLVO SAVED MY LIFE CLUBThe letters have been coming to us for years. Men and women writingabout how they believe a car helped save their lives. The Volvo Saved MyLife Club recognizes these "survivors" faith in Volvo, as well as Volvosdedication to building cars worthy of such admiration. In fact, the onlydownside to the Volvo Saved My Life Club is the condition formembership.Once its determined that an accident was severe enough that theperformance of a Volvo did, indeed, help save the lives of the passengers,they become members of the Volvo Saved My Life Club.And, while were very proud to be able to sponsor an organization like theVolvo Saved My Life Club, we hope for the day when potentially fatal caraccidents will be a thing of the past.Until then, we end with this heartfelt wish and advice: Drive safely.
  33. 33.  Tastes great Less filling Lite Beer from Miller: Everything youve always wanted in a beer. And less.
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  35. 35.  Remember – a strong brand has: A story and tagline that are compelling  And relevant to the audience A logo that conveys that story without words  The ability to get the chosen audience to respond to the logo/brand with feeling  Consistent use – over and over and over 35
  36. 36. WHY should I care aboutbranding? 36
  37. 37. We aren’t the only game in town anymore 37
  38. 38. It’s averynoisyworld 38
  39. 39. If we can’t tell our story, whyshould anyone care? 39
  40. 40. 40
  41. 41. HELPS WITH FUNDING 41
  42. 42. Facilitates teamwork 42
  43. 43. Brings more people in the door 43
  44. 44. Case study 44
  45. 45. Brand audit 45
  46. 46. Our story Our core audience  Library users, seniors, parents  People who are community oriented  Interest in “the common good” We developed our story  CurtisMemorial Library matters because we offer “possibility” to our community  Community pride = possibility 46
  47. 47. Tagline Possibility was “the” word Curtis Memorial Library Creating a world of possibility 47
  48. 48. Our logo Our logo was old and out-of-date No one understood why the ship 48
  49. 49. What does “possibility” look like?
  50. 50. What does “possibility” look like?
  51. 51. What does “A world of possibility” look like?
  52. 52. What does “A world of possibility” look like?
  53. 53. What does “A world of possibility” look like?
  54. 54. What does “A world of possibility” looklike?
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  68. 68. How to get started 68
  69. 69. How to get started 1. Do a marketing audit 69
  70. 70. How to get started During your audit 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 with a tagline?  Does my brand evoke a 70
  71. 71. How to get started2. Talk toyourconstituents 71
  72. 72. How to get started 3. Compare audit & conversation 72
  73. 73.  If there is no playback of a consistent story, then you need to start by working on that If there is playback but it is confusing, make sure your story is clear If the story is there but no feelings are be evoked, you need to revisit how you are trying to articulate those feelings If playback is consistent, then move on to the next step…your brand tagline
  74. 74. Writing a tagline Review your story Start with the ten words that you identified as summarizing the “feeling” that you want people to have when they interact with your brand Reduce your story to one sentence  Try using different words to get the right feeling  Look at what other libraries/brands have done What you end up with should answer the 74
  75. 75.  Inc. Magazine article:  http:// www.inc.com/guides/201101/new-rules-of-writing-a-m  http:// www.inc.com/ss/5-tips-for-writing-an-effective-slogan# Tagline generator  http://www.yudkin.com/generate.htm 75
  76. 76. Designing a logo Unless you are a design artist – don’t try to do it yourself A logo needs to reflect your brand via its visual elements: color, shapes, energy Good article about how designers think about developing a logo – very useful  http://www.netmagazine.com/features/10-steps-perfect-logo KISS  http://www.marketingsource.com/articles/view/2011 76
  77. 77.  Ways of getting design work done – 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 77
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  80. 80. Support each other Get together with other library folks and work together – make this a project for a group  Share ideas, solve problems together Branding is:  Common sense  Focus on the story The first step? Jump in Have some fun – it is a creative process! 80
  81. 81.  You can develop smart and interesting  Click to edit the branding outline text format And it will have a real and positive impact on  Second Outline how your community views your library! Level GOOD LUCK! − Third Outline Level  Fourth Outline Level 81

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