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....
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
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 ½ 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
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
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.
45. Maintaining a Brand
INTERNAL
COMMUNICATION...
• Intranet
• Video or articles on brand
• Templates, imagery, fonts,
• Consistent and Quality Communication
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.
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
