Enriching libraries through marketing brands


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lecture presented at PAARL's Summer National Conference on the theme "“Library Tourism & Hospitality: The Business of Endearing Philippine Libraries and Information Centers to Publics” (San Antonio Resort, Baybay Beach, Roxas City, Capiz, 27-29 April 2011) by Sharon Ma. S. Esposo

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Enriching libraries through marketing brands

  2. 2. library experiencethe old school viewpoint
  3. 3. learning only happens in classrooms
  4. 4. learning only happens at fixed times
  5. 5. learning is an individual activity
  6. 6. the classroom always has a front
  7. 7. learning demands privacy and removal of distractions
  8. 8. DEBUNKED!learning demands privacy and removal of distractions
  9. 9. And libraries were... dark and gloomy cramped dusty with antiquated furniture
  10. 10. And libraries were... and… with not-so-friendly librarians
  11. 11. what happens in the library?
  12. 12. what happens in the library? reading relaxingindividual or group study web surfing multimedia production mentoring research writing
  13. 13. what happens in the library? AND... meeting and socializing having fun viewing exhibitions participating in programs attending meetings & fora
  14. 14. The Net generation
  15. 15. The Net generation always online multitasking short attention span technologically adaptable independent personalized
  16. 16. should we care about thechanging face of libraries? YES.
  17. 17. why the need to re-introduce libraries…. IT IS A RESPONSE TO CHANGES IN the way students behave
  18. 18. CHANGES IN USER BEHAVIOR decline in physical visits decline in lending rise in use of e-resources expectation of instant service lack of time on part of users technology being integrallibraries no longer quiet places mobile phone use is a right
  19. 19. why the need to re-introduce libraries…. IT IS A RESPONSE TO CHANGES IN the way they learn
  20. 20. CHANGES IN learning patternsNOWADAYS THE TYPICAL STUDENT... sees the Web as a one-stop-shop for information needs expects to find anything online doesn‟t want to wait uses various technology-enhanced communication and media
  21. 21. why the need to re-introduce libraries…. IT IS A RESPONSE TO CHANGES IN the way they are taught
  22. 22. CHANGES IN teaching patterns focus on learning than being taughtmore group than individual projects
  23. 23. Objective of presentationto illustrate the importanceof branding for librariesto establish the definitionfor branding and whybrands are needed.how brands are createdand developed.explores an approach to the Branding 101creation of a brand for alibrary and informationservice
  24. 24. Marketing B.R.A.N.D.S
  25. 25. Relevance of branding in library services…a “brand” is an important element in librarymarketing to convey a consistent message to usersabout the nature of the library and its collection andservices.…a tool of promoting services, collection, programs, facilities…it is the library‟s identity.
  26. 26. Libraries are vital only if the communityperceives them as vital Libraries face increasing competition in the information marketplaceMany libraries are facing cutbacks and someare even being closed because of bottom‐lineconcerns
  27. 27. What ? Brand?Brand – can be viewed as the library‟s promise toconsistently deliver a specific set of benefits, values, orattributes to library users. Creation of a brand is not merelyas a fuel for marketing a service, but as a stamp of quality.
  28. 28. “from the INDUSTRY”
  29. 29. “from the INDUSTRY”
  30. 30. “Philippine Libraries”Discovering Connections . Connecting Discoveries
  31. 31. “International Libraries
  32. 32. “International Libraries
  33. 33. “Philippine Libraries” "i need. i value. ILOVEMYLIBRARY" is a simple library awareness campaign which promotes the library users (faculty, students andstaff) responsibility in the care, upkeep and maintenance of the library materials, facilities and equipment.
  34. 34. A Brand is…• any name, design, style, word or that distinguishes a library from other libraries [ difference in collection, services, programs and projects, target users ]• an association of ideas, associating the library name, the name of library service or product, symbols, logos, or slogan, tagline or jingles [e.g. graphic of an open book, consistent design of publications, etc.]• Branding, therefore, is simply assigning meaning to Brands.
  35. 35. A Brand is…• A legal instrument e.g. „™‟ or „®‟• A logo e.g. ISO standard etc.• A company e.g. British Airways• An identity system (how the organization wants to beperceived by stakeholders) e.g. Body Shop and being Ethical.• A shorthand device that facilitates the recall of brandbenefits e.g. McDonald‟s golden ‘M’• A risk reducer due to brand familiarity e.g. Philamlife• A vision which provides brand direction, focus and purpose.
  36. 36. • Brands just dont reflect the collection and services but also the creation of images and expectations in the minds of library users and most importantly, represent the organizations promise to deliver consistently a specific set of benefits and services.• Hence, libraries need to be very careful in designing their web sites & other communication materials and, beware of over promising.
  37. 37. [Ex. via Web site] An online brand developmentstrategy includes the following stages:• setting the context for the brand,• deciding on brand objectives and message; developing a brand specification;• developing a brand design,• creating the Web site and other communications using the brand,• launching and promoting the brand,• building the brand experience, and finally,• reviewing, evolving and protecting the brand.
  38. 38. The greatest challenge in the library serviceis the challenge of promoting a new concept in the profession As librarians, we should be actively marketing and promoting our library and services. The basic aim of marketing is to build strong customer relationships with the library users.
  39. 39. Making the Library‟s Brand:Using Taglines and Logos to Communicate the Library‟s Vision to the Publics
  40. 40. Using Taglines and LogoOne of the most successful, low-cost ways to convey thelibrary‟s brand is to create a unified, consistent messagethrough using a logo or tagline. Taglines or logos areuseful as visual tools and help to develop and reinforce astronger brand association. A logo is a symbol, graphicelement, or trademark that is designed for easy anddefinite recognition of the brand. A logo influences itsbrand since people tend to think of that particularorganization when they see the logo.
  41. 41. • Logo designs that flop do so because there is simply too much in the design and it becomes convoluted and messy.• The general rule when using illustrations in logo design is to keep it simple, yet creative and striking. Many libraries choose to use an architectural element from the building to brand the library
  42. 42. Useful Tips• should be mindful to stay within the signature system of the University or College• always strive for consistency and unification• can be implemented through use of a selected family of fonts, colors, or graphics.• Consistency is the key when building a brand and when using a logo to help build the brand
  43. 43. Delivering the message• Brand is always about the Vision of the Library• using carefully chosen words and crafting succinct phrases, a tagline is able to convey the personality of a brand and its unique position in the marketplace• The library‟s tagline is the phrase or sentence that follows the library‟s name. Discovering Connections . Connecting Discoveries• The four words summarize and convey the personality of the library‟s brand and its promise. The tagline built on the theme of destination to create the concept of space and location.
  44. 44. Ex. Purdue University Library “Access. Knowledge. Success.”• Taglines are reflective of the organization‟s mission. ….it is apparent that particular library chose those words in order to underpin its mission.• [Interpretation] The tagline promises access to information, the advancement of knowledge, and consequent success.[Effective taglines and well-designed logos are efficient ways to build a brand. These devices help libraries create a meaningful visual distinction that will allow their library to stand out from other similar organizations, that is to say, to differentiate their library from other information marketplace competitors.]
  45. 45. What NOT to do!!! A tagline is a permanent, meaningful description that summarizes what the library is about. It has been saidthat a tagline sums up what the organization is known for or what sets it apart from the competition. Poor brand development will lead to broken promises, and the library visitor will take notice. An organization must be able to deliver that which has been promised by the words in the tagline.
  46. 46. Other steps proven helpful are the following: • improving the ambience of the facility • hanging student and faculty artwork; • providing musical performances in the lobby; • making improvements in technology; • reviewing outdated policies to create a user-friendly library; and • hiring service-oriented staff. • A library that chooses words for its tagline must have the resources, people, and equipment to back up the promise.
  47. 47. • Additional steps to strengthen the library‟s brand of service can be employee orientation and training, proper resources, and attractive facilities, all of which allow personnel to deliver on the brand‟s promise. These efforts are cost-effective in terms of creating brand loyalty so that visitors will think of the library first when they have information needs and will come back repeatedly to take advantage of the library‟s programs, services, and collections, allowing the library to accomplish its mission.
  48. 48. Tips to Create Usable Taglines• Choose Words to Highlight a Benefit: Communicate a key benefit. Give people a reason to remember the tagline.• Differentiate Your Brand: Do the words bring out the character of the library? What sets your library apart?• Create Rhythm and Pace: Does it have a ring to it? The rhythm or pace of the tagline will help to stick in the memories of those that read it or hear it.• Warm and Fuzzy Effect: A tagline is more likely to stick in the minds of others if it imparts a positive feeling or emotion.
  49. 49. • When working with library users, staff should be aware of their own verbal and non-verbal factors, such as tone of voice, choice and pace of words, facial expressions, eye contact, listening, appearance, posture, and gestures, all of which are important communication signals to consider.
  50. 50. • Whether it‟s in-person, by phone, or by e-mail, how a library user receives information is as important as the actual information provided. Why?• Because it affects how a user perceives the message given and how he or she feels about the library. This is also part of communicating the library‟s brand.
  51. 51. Thank you and good afternoon.
  52. 52. Questions? Comments?For inquiries email messesposo@up.edu.ph