This document proposes a brand strategy for a print-focused bookstore and workspace called On Reserve. Key aspects of the strategy include offering an obscure book collection, lounge and reading areas, cafe service, wifi, printing services, and rental workspaces and study booths. The target customers are described as students, creatives, intellectuals, and those seeking an individual experience. Sample customer profiles are provided. Competitors and their weaknesses are identified. Visual branding elements and interior designs are presented, along with strategies for promoting the brand through memberships, events, and maintaining customer engagement.

1. Brand Strategy for a Better
Bookstore Experience
Keeping Print Relevant
by Laura Moen

2. Business Idea:
u print only bookstore offering an obscure collection
u lounge and read section with ample seating
u cafe area with table service
u free wifi with web browsing for ereaders
u rent by the hour access to adobe products
u rent by the hour study spaces
u inviting, friendly, knowledgeable staff
u condusive for study and leisure

3. What We Offer:
u permanent book collection for
casual browsing or for
checkout
u books for purchase
u work tables with outlets and
charging stations
u private study booths for rent
u writing workshops with
prominent authors
u printing and scanning
services
u writing competitions/opportunities
for apprenticeship with participating
authors
u book signings

4. How It Works:
u free membership for customers
u books from the collection are available for
checkout with a membership card
u books may also be purchased
using a membership card
u employees work for credits of time to
use the communal office space
u work space rents for an
affordable hourly price
u free wi-fi, access to printers
and adobe products
u open 24 hours

5. The Customer:
u students, start up businesses, book lovers, literary types
u creative people
u intellectuals
u enjoy spending quiet time alone
u those who want an individual experience rather
than a chainstore experience
u looking for a blend of old and new

6. Profiles

7. This is Stanley.
u 23 years old/recent NYU
graduate
u aspiring writer
u lives in Astoria with his
girlfriend and their dog
u likes to frequent used
bookstores and small coffee
shops
u loves New York Diners
u listens to Parliment
and the Black Keys
Stanley needs a quiet place
where he can come to work
and discuss his writing with
other young creatives.

8. Stanley Likes...

9. This Is Alice.
u 31 years old
u works at The Museum of
Natural History
u hangs out at Milk and
Honey
u lives in Williamsburg
u shops at Beacon’s
Closet, Search and
Destroy
u favorite bands are
The Doors and
Austra
Alice works long hours in the
city and needs a place to relax
and catch up with friends after
work.

10. Alice Likes...

11. This is Victor.
u 64 year old retired professor
u lives on the Upper West Side
u enjoys fashion
u vintage bike enthusiast
u listens to Chuck Berry
and Billie Holiday
u loves to read historical fiction
u appreciates high quality items
Victor would come here to
meet with former colleagues,
work on his research, or just
to read and relax.

12. Victor Likes...

13. Brand Drivers
u vintage
u leisure
u obscure
u comfort
u individual
u relax
u personal
u cozy
u eccentric
u enjoy
u special
u intimate
u quiet
u old-fashioned
u studious
u hidden
u unique
u nook

14. Obscure
The unusual, rare and unexpected find.

15. Studious
assiduous, knowledgeable and serious.

16. Leisure
Relaxed, at ease and comfortable

17. Intimate
private, personal and clandestine.

18. Competitors:
u Barnes and Noble
u The Strand
u Argo Tea
u Libraries
u Fed-ex/printing companies
u Amazon/Ereaders
u your own apartment
or home

19. The Strand:
u low prices
u disorganized, cramped space
u cash for books
u unfriendly staff
u quick turnover
u questionable selection

20. Argo Tea
u plenty of outlets
u often busy/ can’t find a seat
u large tables, good work
u loud/ poor work environment
space
u internet access with
a purchase

21. Amazon:
u large selection
u impersonal
u convenient
u wait time for your purchase
u you can always find what
u uncertainty
you’re looking for

22. Brand Identity

23. Our Mission Statement
u
To provide a creative, open workspace
in an intimate environment facilitating
the engaged individual.
u

24. Name Development
u On Reserve
u The Station
u Re-Read
u Volumes
u New Edition
u Atlas
u The Quiet Hour

25. Visual Brand Identity
On Reserve
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On Reserve
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7.
o
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On Reserve
On Reserve

26. Chosen Identity
o
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On Reserve

27. The Brand Experience

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The Customer Journey

29. Possible Locations
East Village
Grove Street
Astor Place

30. Interiors

31. The Staff
u knowledgeable, educated, well-versed employees
u literary experts with extensive knowledge of
our book and product selection.
u sophisticated, well dressed, excellent customer service
u engaged with the customer

32. Brand Promotion

33. Customer Identity
u develop a relationship with the brand
u free membership
u recieve special promotions, early event notifications
u use for check out, purchases, buying study time,
printing etc.

34. spread the word
u bookmarks with QR code
u promotions with Amazon
u advertisements on coffee
u discounts and promotions
linking to website
sleeves
or E-Reader apps
at university libraries and
computer labs.

35. entice the customer
u new member promotions and discounts
u workshops with prominent
writers
u book signings
u bi-monthly book club
meetings

36. follow up and maintain engagement
u disperse a monthly publication with information
regarding upcoming events and what’s new in the store
u hold special events quarterly to reward members and
entice new membership

37. Thank You!