LIBR 289: Branding for Libraries


Published on

Published in: Education
  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide
  • Please take a look at the YouTube video by Good Morning Marketers to see how would define what a brand is ( ).
  • Determine their brand identify. In order to tell the public about your library, you must first determine who you are, what you stand for, and what your mission and values are. Your brand identify is your story. Determine who uses the library and who can potentially use the library. Once you know your identity, the next step is to determine the identity of your users. You can find out who your target audience is through your market research (demographics, surveys, focus groups, etc…). Furthermore, branding also allows you to see who you could potentially reach. Tell your story quickly and efficiently: Branding is the best way to condense a large amount of information about your library into a few short concise words and/or eye-catching graphics to an audience. Communicate roles: The typical role of library has always been a place for the public to get books and seek information. Does this role still apply in today’s library? Yes, libraries still offer books and information services, however it not only role they play today. In order to stay relevant, libraries are seeking new ways of serving their users and communities. Branding plays integral part in communicating these new roles to users within the information age. Focus energies in one direction: Marketing and branding is not just external, it is internal. How can the public understand your library’s story and role if your own employees are unsure? Branding ensures that every person is on the same page with your library’s focus and direction.
  • Excels at delivering desired benefits: Is your brand delivering what you trying to communicate with your users? Stays relevant: Does your brand represent what you are about and what you currently offer? Communicates consistent brand messages: Do you have a clear and concise message that your brand is communicating. Priced to meet the perceptions of value: In libraries there is no monetary price that is placed on its products or services, however any strong brand should be able to meet the users perception of value. Uses multiple marketing activities: How are marketing your brand- Through promotions, advertising, direct marketing, public relation, or sales? Understand the consumer-brand relationship: Do you know what your users really want? Supported by the organization: Do your employees know and understand what your brand is? More importantly do they believe in it?
  • What is a mission statement? A mission statement is a brief description of your organization’s purpose. It answers the question, "Who are we and why do we exist?” What does a good mission statement entail? The good mission statement articulates the company's purpose both for those in the organization and for the public .What does your mission statement say about your library? Does it communicate the most important thing you want people to know and remember? Does it convey the unique benefits offered by the library? Does it inspire enthusiasm among employees, partners, and funders? Is it simple and memorable? Are the language and content current Does the tone complement the image you wish for the library? For example is one of your goals is to provide a warm atmosphere, does your mission statement sound inviting?
  • A [slogan or] tagline takes the internal branding message and makes it short, intriguing, and attention grabbing to potential users of your library (Doucett, 44).
  • LIBR 289: Branding for Libraries

    1. 1. LIBR 283 Spring 2011 e-Portfolio Competency D LIBR 283 Library Marketing (Fall 2009) Branding Presentation Kerry McKee San Jose State University
    2. 2. Kerry McKee LIBR 283 Branding LIBR 283 Kerry McKee LIBR 283 : Branding
    3. 3. Branding <ul><li>What is branding? Well in order to understand what branding is, we first must take a quick look at the marketing strategy which is a component of the marketing process. The marketing strategy in the simplest terms is a game plan that is created in order to achieve the marketing goals and objectives that is set by your organization. Elizabeth Doucett gives a breakdown of the elements of marketing strategy in her book Creating Your Library Brand. </li></ul><ul><li>Let’s take a quick look at these elements…. </li></ul>LIBR 283 : Branding
    4. 4. Marketing Strategy <ul><ul><li>Setting objectives: How are you going to market your library? </li></ul></ul><ul><ul><li>Segmenting your market: Identify what groups (segments of people) may want to use your library. </li></ul></ul><ul><ul><li>Targeting your audience: Defining who your users are and focus on how you are going tell (sell) them your product, service, and/or message. </li></ul></ul><ul><ul><li>Branding: Defining your organization’s message and story. </li></ul></ul><ul><ul><li>Market research: Collecting, analyzing, and reporting findings about your marketing strategy to ensure that make sense to your audience. </li></ul></ul>LIBR 283 : Branding
    5. 5. <ul><li>Of course today, we are focusing on the fourth element of the marketing strategy: BRANDING . </li></ul><ul><li>I hope to accomplish a couple things with you all during this presentation: </li></ul><ul><ul><li>Define brands and branding. </li></ul></ul><ul><ul><li>List some attributes of a strong brand. </li></ul></ul><ul><ul><li>Establish the importance of branding. </li></ul></ul><ul><ul><li>Illustrate the role of brands. </li></ul></ul><ul><ul><li>Define the elements of a brand. </li></ul></ul><ul><ul><li>Go through the steps of creating a great brand. </li></ul></ul><ul><ul><li>Share some real world examples of branding from the marketing and library world. </li></ul></ul><ul><ul><li>Provide some branding resources that may help you in you in the marketing plan process. </li></ul></ul>LIBR 283 : Branding
    6. 6. Let’s go! Well, now that we’ve set our objectives, let’s get started! Ready? LIBR 283 : Branding
    7. 7. Defining Brand and Branding LIBR 283 : Branding
    8. 8. What is a brand? <ul><li>According to the American Marketing Association, a brand is defined as: </li></ul><ul><li>“ A name, term, sign, symbol or design or a combination of them intended to identify the products or services of one seller or group of sellers and to differentiate them from those of competitors.” </li></ul>LIBR 283 : Branding
    9. 9. BUT WAIT! <ul><li>A brand is so much more! </li></ul><ul><li>A brand is not just a logo or slogan. These are components (brand elements) that reflect your brand, but DO NOT define you as an organization. </li></ul><ul><li>Let’s take moment to listen to what some marketing professionals have to say on what a brand is. </li></ul><ul><ul><ul><ul><ul><li>Video- Good Morning Marketers: “Your Logo Is Not </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Your Brand” </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>( http://www. youtube .com/watch?v=63kxVZBLHnE ) </li></ul></ul></ul></ul></ul>LIBR 283 : Branding
    10. 10. Brands and Branding <ul><li>Let’s go one step further and read how marketing management professor Kevin Lane Keller defines brands as well as branding: </li></ul><ul><li>&quot; A brand is a product ... but one that adds other dimensions to differentiate it in some way from other products designed to satisfy the same need… Brands are not products, but certainly involve products. A product is something a consumer uses, desires, or otherwise fills a need with. Branding attempts to associate a certain set of values, emotions, and symbolic meaning to that product, giving it an identity so that we think about a particular motorcycle as being a Harley-Davidson rather than just a vehicle with two wheels ”. </li></ul><ul><li>- Kevin Lane Keller, Strategic Brand Management </li></ul>LIBR 283 : Branding
    11. 11. Brands <ul><li>Did you notice a couple of key words that stuck out in both the video and written definition and brands and branding? </li></ul><ul><ul><li>Differentiate - Identity </li></ul></ul><ul><ul><li>Story - Loyalty </li></ul></ul><ul><ul><li>Value - Mission </li></ul></ul><ul><ul><li>Message - Offerings </li></ul></ul><ul><li>Those are just some of words that are used to describe what a brand truly is. </li></ul>LIBR 283 : Branding
    12. 12. A brand should: <ul><li>Communicate specific information about an organization and its product or service. </li></ul><ul><li>Carry a promise. A promise regarding the qualities and particularities that make the organization, product and service special and unique . </li></ul><ul><li>Tell the story of your organization. What are your mission, values, and goals? </li></ul>LIBR 283 : Branding How would you define a brand? Are there any key words that come to mind when you think of a brand?
    13. 13. Brand vs. Branding <ul><li>We know what a brand is, but what about </li></ul><ul><li>branding? From Keller’s definition from the </li></ul><ul><li>previous slide, we gather that branding is: </li></ul><ul><li>When that idea or image is marketed so that it is recognizable by consumers, and identified with a certain service or product when there are many other companies offering the same service or product. </li></ul><ul><li>Furthermore, branding allows an organization to: </li></ul><ul><li>Build their identity. </li></ul><ul><li>Build their reputation. </li></ul><ul><li>Create value and meaning to their product and/or service. </li></ul>LIBR 283 : Branding
    14. 14. Library Branding <ul><li>How can we define the library as a brand? In the case of a library, author Elisabeth Doucett explains that branding is, </li></ul><ul><li>“ the process of defining a library’s story, distilling that into one short, appealing sentence that tells the whole story and visually conveying the story via the library’s logo and other branding elements.” </li></ul><ul><li>- Elisabeth Doucett, Creating Your Library Brand </li></ul>LIBR 283 : Branding LIBR 283 : Branding
    15. 15. The Importance of Branding LIBR 283 : Branding
    16. 16. Importance of branding <ul><li>The text, Creating Your Library Brand, </li></ul><ul><li>provides some great insight to importance of </li></ul><ul><li>branding libraries. </li></ul><ul><li>“ Branding is important for every type of library… </li></ul><ul><li>[especially] public libraries that have to </li></ul><ul><li>continuously justify their existence in ways that and </li></ul><ul><li>academic or special library might not have to. </li></ul><ul><li>However in an era when so much is available for </li></ul><ul><li>free on the internet it makes sense for every library </li></ul><ul><li>to articulate its reason for being in terms that are </li></ul><ul><li>absolutely clear to both users and funders .” </li></ul><ul><li>- Elisabeth Doucett, Creating Your Library Brand </li></ul>LIBR 283 : Branding
    17. 17. Importance of branding <ul><li>Branding allows libraries to: </li></ul><ul><li>Determine their brand identity . </li></ul><ul><li>Determine who uses the library and who can potentially use the library. </li></ul><ul><li>Tell their story quickly and efficiently. </li></ul><ul><li>Communicate the roles that the library plays in today’s society. </li></ul><ul><li>Focus your organization’s and employee’s energies in one direction. </li></ul>LIBR 283 : Branding Please check my notes for some additional information about the importance of branding after the presentation.
    18. 18. Attributes of a Strong Brand LIBR 283 : Branding
    19. 19. Strong Brands <ul><li>Excels at delivering desired benefits </li></ul><ul><li>Stays relevant </li></ul><ul><li>Communicates consistent brand messages </li></ul><ul><li>Priced to meet the perceptions of value </li></ul><ul><li>Uses multiple marketing activities </li></ul><ul><li>Understands the consumer-brand relationship </li></ul><ul><li>Supported by the organization </li></ul>Here is list of some attributes that any strong brand should have: LIBR 283 : Branding Check out my notes for some extended thoughts about the listed attributes after the presentation .
    20. 20. Role of Brands LIBR 283 : Branding
    21. 21. What is the role of a brand? <ul><li>Identify the source of the product or service. Brands are used to assign responsibility for its performance to a particular organization. </li></ul><ul><li>Signifies quality. Brands can create a level of quality that keeps satisfied users coming back for more. </li></ul><ul><li>Create barriers to entry . If users are so satisfied with your product and/or service that they become loyal to your brand (brand loyalty), it would make it difficult for other organizations to enter your market successfully. </li></ul><ul><li>Serve as a competitive advantage. Your brand can serve as way for users to distinguish you from competitors out there. </li></ul>LIBR 283 : Branding
    22. 22. Brand Elements Now that we understand the role of brands in today’s libraries, let’s take a look at the elements of a brand. LIBR 283 : Branding
    23. 23. Brand Elements <ul><li>Brand elements identify and differentiate the brand. These elements include the following: </li></ul><ul><ul><ul><li>Brand Names </li></ul></ul></ul><ul><ul><ul><li>Slogans </li></ul></ul></ul><ul><ul><ul><li>Characters </li></ul></ul></ul><ul><ul><ul><li>URLs </li></ul></ul></ul><ul><ul><ul><li>Logos </li></ul></ul></ul><ul><ul><ul><li>Symbols </li></ul></ul></ul>LIBR 283 : Branding
    24. 24. Brand Elements <ul><li>When choosing your brand elements, there is six </li></ul><ul><li>criteria that you must use. You need to ask is your </li></ul><ul><li>brand element: </li></ul><ul><ul><ul><li>Memorable- Is it easily recognizable to users? </li></ul></ul></ul><ul><ul><ul><li>Meaningful- Does it suggest something about your library and its services or about your library users? </li></ul></ul></ul><ul><ul><ul><li>Likable- Is it visually and/ or verbally appealing to users? </li></ul></ul></ul><ul><ul><ul><li>Transferable- Can it be used to introduce new products and/or services? </li></ul></ul></ul><ul><ul><ul><li>Adaptable- Can it be easily updated? </li></ul></ul></ul><ul><ul><ul><li>Protectable- How legally protectable is your brand element? </li></ul></ul></ul>LIBR 283 : Branding
    25. 25. Group Activity: Brand Elements <ul><li>Have you seen a library logo that has caught your eye? Read a slogan that you just cannot get out of your mind? </li></ul><ul><li>Look for some library brand elements. They can be found on a website, video, podcast, or print materials. </li></ul><ul><li>On the discussion board post an example (or two) of a brand element that you find either interesting or unappealing. Tell us what you like or dislike about it. If you dislike it, list any suggestions for improvement. </li></ul><ul><li>Take a look at posting from one of your classmates. Do you agree or disagree with his/her opinion? Post a response expressing your opinion about their choice. </li></ul>LIBR 283 : Branding
    26. 26. Creating Your Library Brand Now that we’ve learned what a brand is and components that are used in identifying a brand, let’s start on creating our own library brand. LIBR 283 : Branding
    27. 27. Creating Your Library Brand <ul><li>In order to create a great library brand, there </li></ul><ul><li>are certain steps to take that will ensure your </li></ul><ul><li>success. </li></ul><ul><ul><li>Know Your Brand Identity </li></ul></ul><ul><ul><li>Create Your Brand Strategy </li></ul></ul><ul><ul><li>Maintain Your Brand </li></ul></ul><ul><li>Let’s go through each step one by one…… </li></ul>LIBR 283 : Branding
    28. 28. Creating Your Library Brand <ul><li>Know your Brand Identity </li></ul><ul><li>The starting point in creating your brand is determining what is your brand identity. When defining what your brand identity is, there are some questions you might want to ask: </li></ul><ul><ul><ul><li>What is the mission, vision and goals of your library? </li></ul></ul></ul><ul><ul><ul><li>What roles do you want your library to play in your users’ lives? </li></ul></ul></ul><ul><ul><ul><li>Does your library provide a unique product and service that sets you apart from the others? </li></ul></ul></ul>LIBR 283 : Branding
    29. 29. Creating Your Library Brand: Identity <ul><li>Many of these questions can be answered by looking at your library’s mission and/or value statement. </li></ul><ul><li>Let's take a look at the mission statement from the Chicago Public Library and see what we can find that could help us define the library’s message… </li></ul>LIBR 283 : Branding Want to learn more about mission statements? Check out my notes for information on mission statements after the presentation.
    30. 30. LIBR 283 : Branding
    31. 31. Creating Your Library Brand: Identity <ul><li>What did the mission statement tell you about the library- its vision and goals? </li></ul><ul><ul><li>Provide equal access to information, ideas and knowledge </li></ul></ul><ul><li>What is the role that the library wants to play for their users? </li></ul><ul><ul><li>Support lifelong learning </li></ul></ul><ul><li>Let’s list some key words that will help to define the library’s brand identity. </li></ul><ul><ul><li>access, freedom, learning, reading, knowledge, ideas </li></ul></ul><ul><li>Those are just a few ideas. Can you think of more? </li></ul>LIBR 283 : Branding
    32. 32. Creating Your Library Brand: Identity <ul><li>ALSO… </li></ul><ul><li>In determining your brand identity, it is important to think of the intangible components (experiences) your library has to offer as well. </li></ul><ul><li>Some intangible components include: </li></ul><ul><ul><li>Staff interactions </li></ul></ul><ul><ul><li>Customer service </li></ul></ul><ul><ul><li>Atmosphere of the library </li></ul></ul>LIBR 283 : Branding
    33. 33. Creating Your Library Brand <ul><li>Create Your Brand Strategy </li></ul><ul><li>Once you have determined what your library’s </li></ul><ul><li>identity is, the next step is to create your brand </li></ul><ul><li>strategy. </li></ul><ul><li>Brand strategy is the plan for the development and implementation of your brand. </li></ul><ul><li>Your strategy should be rooted in your brand identity and vision. </li></ul><ul><li>When creating your brand strategy some questions you may want to ask yourself is: </li></ul><ul><ul><li>How are you going to incorporate your brand so that is resonates in the minds of existing and potential users? </li></ul></ul><ul><ul><li>What brand elements you are going to use? </li></ul></ul><ul><ul><li>Are you going to develop new brand elements, revise old ones, or use a combination of the two? </li></ul></ul><ul><ul><li>How are you going to ensure that the brand is use properly and consistently? </li></ul></ul>LIBR 283 : Branding
    34. 34. Creating Your Library Brand: Strategy <ul><li>Let’s go through an example, using the Chicago Public Library once again, of creating a brand element that could be used in a library’s brand strategy? </li></ul><ul><li>From what we learned from the Chicago Public Library’s mission statement, what kind of slogan do you think would encompass their message? </li></ul>LIBR 283 : Branding How creative can you be? Create your own slogan or tagline for the Chicago Public Library using what you learned from the previous slide .
    35. 35. Creating Your Library Brand: Strategy <ul><li>What did you come up with for a slogan or tagline? </li></ul><ul><li>Click to see what the Chicago Public Library uses as their official slogan: </li></ul><ul><li>The slogan is only three words- READ, LEARN, DISCOVER, yet it sends a clear and concise message that says what library can do for users. </li></ul>LIBR 283 : Branding
    36. 36. Creating Your Library Brand: Strategy <ul><li>You have your brand elements, but where are you planning on implementing them? I’m sure you all know where to implement your brand, but let’s just name a few: </li></ul><ul><ul><ul><li>Brochures </li></ul></ul></ul><ul><ul><ul><li>Marketing Materials </li></ul></ul></ul><ul><ul><ul><li>Websites </li></ul></ul></ul><ul><ul><ul><li>Stationary </li></ul></ul></ul><ul><li>ONE IMPORTANT THING TO REMEMBER: </li></ul><ul><li>When implementing your brand, you must make sure that it being used properly and consistently used at all times and in all areas of the execution. </li></ul>LIBR 283 : Branding
    37. 37. Creating Your Library Brand: Strategy <ul><li>One way to ensure proper and consistent use is to create a set of standards or a branding manual for your library. </li></ul><ul><li>A branding manual is useful in establishing the rules and standards of your library’s message, identity, and brand. </li></ul><ul><li>Let’s check out a real world example of a library branding manual : </li></ul>LIBR 283 : Branding Harris County Public Library Branding Manual ( PDF Format )
    38. 38. Creating Your Library Brand <ul><li>Maintain Your Brand </li></ul><ul><li>We have already mentioned the aspects of brand identity and brand strategy, but we’ve saved the best and most important step in the branding process for last- maintaining your brand. </li></ul><ul><li>In an ongoing effort to maintain (and possibly expand your brand), it is important evaluate your brand to ensure that it continues to be relevant to users today and in the future. </li></ul>LIBR 283 : Branding
    39. 39. Creating Your Library Brand: Maintenance <ul><li>In order to maintain your brand you must consistently evaluate your brand to make sure that it: </li></ul><ul><ul><li>Upholds your brand promise. </li></ul></ul><ul><ul><li>Continues to differentiate itself. </li></ul></ul><ul><ul><li>Stays current with new technologies. </li></ul></ul><ul><ul><li>Reflects any new brand initiatives. </li></ul></ul><ul><ul><li>Reflects the information needs of your target demographic areas. </li></ul></ul><ul><ul><li>Is relevant to the users and the communities you serve. </li></ul></ul>LIBR 283 : Branding
    40. 40. Conclusion <ul><li>So I’ll ask the question once again, what is </li></ul><ul><li>branding? I hope after this presentation you can </li></ul><ul><li>see that it is not just a logo or slogan. </li></ul><ul><li>Branding is: </li></ul><ul><ul><li>IDENTIFIYING your story. </li></ul></ul><ul><ul><li>DEFINING your role. </li></ul></ul><ul><ul><li>CREATING your value. </li></ul></ul><ul><ul><li>LIVING your identity. </li></ul></ul><ul><ul><li>and most importantly </li></ul></ul><ul><ul><li>BELIEVING in your brand and organization. </li></ul></ul>LIBR 283 : Branding
    41. 41. References <ul><li>Dempsey, B. (2004, August). Target Your Brand. Library Journal. 129(13), 32-5. Retrieved from </li></ul><ul><li>Doucett, E. (2008). Creating Your Library Brand: Communicating Your Relevance and Value to Your Patrons . Chicago: American Library Association. </li></ul><ul><li>Harris County Public Library System.(2008). ( Harris County Public Library Branding Manual. 2008 . [PDF file]. Retrieved from </li></ul><ul><li>Keller, K. L. (2008) Strategic Brand Management: Building measuring and managing brand equity . Saddle River, NJ: Pearson. </li></ul><ul><li>Kotler, P, and Kevin Lane Keller. (2009). Marketing Management . Saddle River, NJ: Pearson, 2009. </li></ul><ul><li>Rossiter, N. (2008). Marketing the Best Deal in Town: Your Library . Oxford: Chandos. </li></ul><ul><li>Thundertechvideo. (2009, January 29). Your Logo is not your Brand [Video file]. Video posted to </li></ul>LIBR 283 : Branding
    42. 42. Group Activity: Brand Elements <ul><li>Have you seen a library logo that has caught your eye? Read a slogan that you just cannot get out of your mind? </li></ul><ul><li>Look for some library brand elements. They can be found on a website, video, podcast, or print materials. </li></ul><ul><li>On the discussion board post an example (or two) of a brand element that you find either interesting or unappealing. Tell us what you like or dislike about it. If you dislike it, list any suggestions for improvement. </li></ul><ul><li>Take a look at posting from one of your classmates. Do you agree or disagree with his/her opinion? Post a response expressing your opinion about their choice. </li></ul>LIBR 283 : Branding Recap