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Branding burning topic


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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.

Published in: Design, Education, Business
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Branding burning topic

  1. 1. A Burning Topic:Branding Your Library Somer Newland   Catherine Essinger   Cody Gregg   Donna Jackson
  2. 2.  
  3. 3. FAMOUS SLOGANS/TAGLINE•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
  4. 4. One More Slogan…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....
  5. 5. Know thyself  -- Greek Proverb
  6. 6. What is a brand?DEFINED...Branding...embodies the tangible and intangible aspects ofa product, service or entity. Branding is internal. It is what liesat the heart of those intangible attributes that define aproduct, service or entity. In contrast, marketing is externaland is the process by which resources are brought to bearunder 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.
  7. 7. 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 identitySYMBOLISM... o Often includes a graphical, symbolic representation of the organization: a logo, and a catch-phrase or sloganKeller, J. A. (2008). BRANDING AND Marketing YOUR LIBRARY. Public Libraries, 47(5), 45-51. Retrieved fromEBSCOhost.
  8. 8. Why is a brand important? 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 librariesRECOGNITION...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.
  9. 9. Why is a brand important?CONSISTENCY...• Establish consistency internally with the service philosophy and externally with the expectations of patronsSELF-DEFINITION...o Establishment of an institutional identity
  10. 10.  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
  11. 11. Branding at South Texas College
  12. 12. Branding at South Texas CollegeOPPORTUNITY... • Change in leadership • New beginnings
  13. 13. Branding at South Texas College • 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?
  14. 14. 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
  15. 15. 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
  16. 16. Creating a Brand
  17. 17. Creating a BrandRESEARCH...  values & perceptions
  18. 18. Creating a BrandCREATE...  tell a story      
  19. 19. Creating a BrandCONNECT...  visually, emotionally, culturally  
  20. 20. Creating a Brand  
  21. 21. Creating a BrandSTANDARDIZE...  graphics, colors, fonts, taglines, logos 
  22. 22. Creating a BrandINVENTORY...   
  23. 23. Creating a BrandPLAN...  implementation, assessment, adjustment
  24. 24. Creating a brand The University of Houston Experience             We had a logo
  25. 25. Creating a brand The University of Houston Experience            A new logo presented an opportunity to rebrand
  26. 26. Creating a brand The University of Houston Experience Our brand should be...  USER-CENTERED   CUSTOMIZABLE   FLEXIBLE   PLAYFUL
  27. 27. Creating a brand The University of Houston Experience 
  28. 28. Creating a brandThe University of Houston Experience
  29. 29. Maintaining a Brand
  30. 30. Maintaining a BrandHouston Public Library Brand has been in place since 2008
  31. 31. Maintaining a Brand And Everyday we work toward maintaining a strong Brand
  33. 33. Maintaining a BrandEDUCATE... •Brand Manual  •Brand Workshops 
  34. 34. Maintaining a BrandBRAND 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.
  35. 35. Sample of Brand ManualMost organizations have Manuals in one form or other
  36. 36. Sample of Brand ManualMost organizations have Manuals in one form or other
  37. 37. Sample of Brand Manual
  38. 38. Sample of Brand Manual
  39. 39. Sample of Brand Manual
  40. 40. Sample of Brand Manual
  41. 41. Brand Manual Content • TANGIBLES • INTANGIBLES o logo and logo use o philosophy o fonts o misson and vision o color palette o goal objectives o tagline o brand tone o imagery o brand position o collateral samples o campaign samples 
  42. 42. Maintaining a Brand - EducationBRANDWORKSHOPS 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. 
  43. 43. Maintaining a BrandBRAND TOOLS •Intranet •Templates •Promotional items
  44. 44. Maintaining a BrandINTERNAL COMMUNICATION... • Intranet • Video or articles on brand • Templates, imagery, fonts, • Consistent and Quality Communication 
  45. 45. Sample of Intranet
  46. 46. Sample of Intranet
  47. 47. Sample of Intranet
  48. 48. Maintaining a brand a Brand MaintainingBRANDTEMPLATES 
  49. 49. Maintaining a BrandHouston Public Library Experience
  50. 50. Maintaining a BrandHouston Public Library Experience
  51. 51. Maintaining a brand a Brand MaintainingBRANDEMPOWERMENT– 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. 
  52. 52. Brand Empowerment
  53. 53. Growing a BrandRESEARCH  • Brand Trends  • Audience  • Community Trends/Society Trends
  54. 54. Growing a BrandRESEARCH TOOLS – Suggested Website • •– Suggested Actions • Talk to customers • Talk to other library professionals • Study brands that you love
  55. 55. Growing a BrandRESEARCH TOOLS 
  56. 56. Growing a BrandEVALUATION  • Review brand and organization goals and objectives   • Decide to change direction or goals based on evaluation