Branding, Marketing, and Your Library

The Big Question:

So, what’s with all this branding stuff, anyway?

What is branding?

What is branding?

• Branding is an organization's “personality.”

• It is a customer’s perceived experience represented by a collection of images and ideas.

• It is the way people think and feel about your service and the expections of what your service or organization will do for them.

Branding is not…

• A product or service

• A tag line or marketing message

• A logo

• A style or graphic guidelines

These are all things that to help to establish your brand, but on their own they are not branding.

People are not ignoring you because they don’t know you.

They are ignoring you because they think they do know you.

- Tom Asacker, author of A Clear Eye for Branding

What makes a strong brand?

• Evokes a strong, positive feeling associated with your service and organization.

• Communicates who “you” are and what you can offer your customer.

• Defines how your customers see themselves in relation to you.

• Makes you stand out from the crowd.

Identifying your own brand

• What do you want your customers to feel about you?

• What do you want them to say about you?

• Does your brand imply trust?

• Do your products mean dependability?

• Or, do you want them to think of you as cutting edge, fun loving, or efficient?

IKEA Fedex EnergizerVolvo

Benefits of a strong brand

• Recognition in the marketplace

• Credibility

• Reduced risk for the customer

• Adds value to your business

Finding your brand

• Know thyself…

• Conduct an internal analysis (SWOT)Strengths, Weaknesses, Opportunities, Threats

• Use brand storytelling techniques How do want your story to read?

• Be HONEST!

The core of your brand marketing is:

• Defining your organization

• Defining what position you want to occupy in your market

• Making sure that everything that has to do with your business or organization is reflective of your brand

Marketing Library Relevance

‘Google is good.

A librarian is better!’

– A patron’s comments about the VPL’ Virtual Library Services

Why get help from a librarian?

• Makes the client’s job easier

• More efficient

• Expertise

• Ensures accurate information

• Precision

• Better use of client’s time and money

Figure out what makes you different, and better, than any other resource.

Keys to successful library marketing

• Maintain your relevance

• Stop being taken for granted

• Know why you are a valuable resource (and show it!)

• Keep visible

• Identify new opportunities to market yourself

Contact:

Marya GadisonActing ManagerMarketing and CommunicationsVancouver Public Library

E-mail: maryagad@vpl.caPhone: (604) 331-3681Web: www.vpl.ca