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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.

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A Burning Topic: Branding Your Library Somer Newland ? Catherine Essinger ? Cody Gregg ? Donna Jackson
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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
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....
Know thyself ?-- Greek Proverb
What is a brand? DEFINED... Branding...embodies the tangible and intangible aspects of a product, service or entity. Branding is internal. It is what lies at the heart of those intangible attributes that define a product, service or entity. In contrast, marketing is external and is the process by which resources are brought to bear under 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.
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 identity SYMBOLISM... o Often includes a graphical, symbolic representation of the organization: a logo, and a catch-phrase or slogan Keller, J. A. (2008). BRANDING AND Marketing YOUR LIBRARY. Public Libraries, 47(5), 45-51. Retrieved from EBSCOhost.
Why is a brand important? ?COMMUNICATION... o Quickly communicate the identity and values of the library to its community (Keller, 200 o Establishes?and reminds the community of?the value and relevance of libraries RECOGNITION... 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.
Why is a brand important? CONSISTENCY... ? Establish consistency internally with the service philosophy and externally with the expectations of patrons SELF-DEFINITION... o Establishment of an institutional identity
? 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
Branding at South Texas College
Branding at South Texas College OPPORTUNITY... ? Change in leadership ? New beginnings
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?
Branding at South Texas College ? 2 ? 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
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
Branding burning topic
Creating a Brand
Creating a Brand RESEARCH... ? values & perceptions
Creating a Brand CREATE... ? tell a story???? ?
Creating a Brand CONNECT... ? visually, emotionally, culturally ?
Creating a Brand ?
Creating a Brand STANDARDIZE... ? graphics, colors, fonts, taglines, logos?
Creating a Brand INVENTORY... ? ?
Creating a Brand PLAN... ? implementation, assessment, adjustment
Creating a brand The University of Houston Experience ? ? ? ? ? ? ? ? ? ? ? ? We had a logo
Creating a brand The University of Houston Experience ? ? ? ? ? ? ? ? ? ? ? A new logo presented an opportunity to rebrand
Creating a brand The University of Houston Experience ?Our brand should be... ? USER-CENTERED ? CUSTOMIZABLE ? FLEXIBLE ? PLAYFUL
Creating a brand The University of Houston Experience ?
Creating a brand The University of Houston Experience
Maintaining a Brand
Maintaining a Brand Houston Public Library Brand has been in place since 2008
Maintaining a Brand And Everyday we work toward maintaining a strong Brand
Maintaining a Brand HOW DO YOU MAINTAIN A BRAND? EDUCATION BRAND TOOLS BRAND EMPOWERMENT
Maintaining a Brand EDUCATE... ?Brand Manual? ?Brand Workshops?
Maintaining a Brand BRAND 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.
Sample of Brand Manual Most organizations have Manuals in one form or other
Sample of Brand Manual Most organizations have Manuals in one form or other
Sample of Brand Manual
Sample of Brand Manual
Sample of Brand Manual
Sample of Brand Manual
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 ?
Maintaining a Brand - Education BRAND WORKSHOPS 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.?
Maintaining a Brand BRAND TOOLS ?Intranet ?Templates ?Promotional items
Maintaining a Brand INTERNAL COMMUNICATION... ? Intranet ? Video or articles on brand ? Templates, imagery, fonts, ? Consistent and Quality Communication ?
Sample of Intranet
Sample of Intranet
Sample of Intranet
Maintaining a brand a Brand Maintaining BRAND TEMPLATES ?
Maintaining a Brand Houston Public Library Experience
Maintaining a Brand Houston Public Library Experience
Maintaining a brand a Brand Maintaining BRAND EMPOWERMENT – 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. ?
Brand Empowerment
Growing a Brand RESEARCH ? ? Brand Trends? ? Audience? ? Community Trends/Society Trends
Growing a Brand RESEARCH TOOLS? – Suggested Website ? www.trendreports.com ? www.plunkettresearch.com – Suggested Actions ? Talk to customers ? Talk to other library professionals ? Study brands that you love
Growing a Brand RESEARCH TOOLS?
Growing a Brand EVALUATION ? ? Review brand and organization goals and objectives? ? ? Decide to change direction or goals based on evaluation ?

More Related Content

Branding burning topic

  • 1. A Burning Topic: Branding Your Library Somer Newland ? Catherine Essinger ? Cody Gregg ? Donna Jackson
  • 2. ?
  • 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. 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. Know thyself ?-- Greek Proverb
  • 6. What is a brand? DEFINED... Branding...embodies the tangible and intangible aspects of a product, service or entity. Branding is internal. It is what lies at the heart of those intangible attributes that define a product, service or entity. In contrast, marketing is external and is the process by which resources are brought to bear under 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. 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 identity SYMBOLISM... o Often includes a graphical, symbolic representation of the organization: a logo, and a catch-phrase or slogan Keller, J. A. (2008). BRANDING AND Marketing YOUR LIBRARY. Public Libraries, 47(5), 45-51. Retrieved from EBSCOhost.
  • 8. Why is a brand important? ?COMMUNICATION... o Quickly communicate the identity and values of the library to its community (Keller, 200 o Establishes?and reminds the community of?the value and relevance of libraries RECOGNITION... 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. Why is a brand important? CONSISTENCY... ? Establish consistency internally with the service philosophy and externally with the expectations of patrons SELF-DEFINITION... o Establishment of an institutional identity
  • 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. Branding at South Texas College
  • 12. Branding at South Texas College OPPORTUNITY... ? Change in leadership ? New beginnings
  • 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. Branding at South Texas College ? 2 ? 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. 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
  • 18. Creating a Brand RESEARCH... ? values & perceptions
  • 19. Creating a Brand CREATE... ? tell a story???? ?
  • 20. Creating a Brand CONNECT... ? visually, emotionally, culturally ?
  • 22. Creating a Brand STANDARDIZE... ? graphics, colors, fonts, taglines, logos?
  • 24. Creating a Brand PLAN... ? implementation, assessment, adjustment
  • 25. Creating a brand The University of Houston Experience ? ? ? ? ? ? ? ? ? ? ? ? We had a logo
  • 26. Creating a brand The University of Houston Experience ? ? ? ? ? ? ? ? ? ? ? A new logo presented an opportunity to rebrand
  • 27. Creating a brand The University of Houston Experience ?Our brand should be... ? USER-CENTERED ? CUSTOMIZABLE ? FLEXIBLE ? PLAYFUL
  • 28. Creating a brand The University of Houston Experience ?
  • 29. Creating a brand The University of Houston Experience
  • 31. Maintaining a Brand Houston Public Library Brand has been in place since 2008
  • 32. Maintaining a Brand And Everyday we work toward maintaining a strong Brand
  • 33. Maintaining a Brand HOW DO YOU MAINTAIN A BRAND? EDUCATION BRAND TOOLS BRAND EMPOWERMENT
  • 34. Maintaining a Brand EDUCATE... ?Brand Manual? ?Brand Workshops?
  • 35. Maintaining a Brand BRAND 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.
  • 36. Sample of Brand Manual Most organizations have Manuals in one form or other
  • 37. Sample of Brand Manual Most organizations have Manuals in one form or other
  • 38. Sample of Brand Manual
  • 39. Sample of Brand Manual
  • 40. Sample of Brand Manual
  • 41. Sample of Brand Manual
  • 42. 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 ?
  • 43. Maintaining a Brand - Education BRAND WORKSHOPS 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.?
  • 44. Maintaining a Brand BRAND TOOLS ?Intranet ?Templates ?Promotional items
  • 45. Maintaining a Brand INTERNAL COMMUNICATION... ? Intranet ? Video or articles on brand ? Templates, imagery, fonts, ? Consistent and Quality Communication ?
  • 49. Maintaining a brand a Brand Maintaining BRAND TEMPLATES ?
  • 50. Maintaining a Brand Houston Public Library Experience
  • 51. Maintaining a Brand Houston Public Library Experience
  • 52. Maintaining a brand a Brand Maintaining BRAND EMPOWERMENT – 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. ?
  • 54. Growing a Brand RESEARCH ? ? Brand Trends? ? Audience? ? Community Trends/Society Trends
  • 55. Growing a Brand RESEARCH TOOLS? – Suggested Website ? www.trendreports.com ? www.plunkettresearch.com – Suggested Actions ? Talk to customers ? Talk to other library professionals ? Study brands that you love
  • 57. Growing a Brand EVALUATION ? ? Review brand and organization goals and objectives? ? ? Decide to change direction or goals based on evaluation ?