lecture presented at PAARL's Summer National Conference on the theme "“Library Tourism & Hospitality: The Business of Endearing Philippine Libraries and Information Centers to Publics” (San Antonio Resort, Baybay Beach, Roxas City, Capiz, 27-29 April 2011) by Sharon Ma. S. Esposo

1. ENRICHING
LIBRARY EXPERIENCES
THROUGH MARKETING
B.R.A.N.D.S.
SHARON MA. S. ESPOSO
Head Librarian
UP College of Engineering Library

2. library experience
the old school viewpoint

3. learning only happens in classrooms

4. learning only happens at fixed times

5. learning is an individual activity

6. the classroom always has a front

7. learning demands privacy and
removal of distractions

8. DEBUNKED!
learning demands privacy and
removal of distractions

9. And libraries were...
dark and gloomy
cramped
dusty
with antiquated
furniture

10. And libraries were...
and…
with not-so-friendly
librarians

11. what happens in the library?

12. what happens in the library?
reading
relaxing
individual or group study
web surfing
multimedia production
mentoring
research
writing

13. what happens in the library?
AND...
meeting and socializing
having fun
viewing exhibitions
participating in programs
attending meetings & fora

14. The Net generation

15. The Net generation
always online
multitasking
short attention span
technologically adaptable
independent
personalized

16. should we care about the
changing face of libraries?
YES.

17. why the need to re-introduce libraries….
IT IS A RESPONSE TO
CHANGES IN
the way students behave

18. CHANGES IN USER BEHAVIOR
decline in physical visits
decline in lending
rise in use of e-resources
expectation of instant service
lack of time on part of users
technology being integral
libraries no longer quiet places
mobile phone use is a right

19. why the need to re-introduce libraries….
IT IS A RESPONSE TO
CHANGES IN
the way they learn

20. CHANGES IN learning patterns
NOWADAYS THE TYPICAL STUDENT...
sees the Web as a one-stop-shop for
information needs
expects to find anything online
doesn‟t want to wait
uses various technology-enhanced
communication and media

21. why the need to re-introduce libraries….
IT IS A RESPONSE TO
CHANGES IN
the way they are taught

22. CHANGES IN teaching patterns
focus on learning than being taught
more group than individual projects

23. Objective of presentation
to illustrate the importance
of branding for libraries
to establish the definition
for branding and why
brands are needed.
how brands are created
and developed.
explores an approach to the Branding 101
creation of a brand for a
library and information
service

24. Marketing B.R.A.N.D.S

25. Relevance of branding in library services
…a “brand” is an important element in library
marketing to convey a consistent message to users
about the nature of the library and its collection and
services.
…a tool of promoting services, collection, programs,
facilities…it is the library‟s identity.

26. Libraries are vital only if the community
perceives them as vital
Libraries face increasing competition
in the information marketplace
Many libraries are facing cutbacks and some
are even being closed because of bottom‐line
concerns

27. What ? Brand?
Brand – can be viewed as the library‟s promise to
consistently deliver a specific set of benefits, values, or
attributes to library users. Creation of a brand is not merely
as a fuel for marketing a service, but as a stamp of quality.

28. “from the INDUSTRY”

29. “from the INDUSTRY”

30. “Philippine Libraries”
Discovering Connections . Connecting Discoveries

31. “International Libraries

32. “International Libraries

33. “Philippine Libraries”
"i need. i value. ILOVEMYLIBRARY" is a simple library awareness
campaign which promotes the library users (faculty, students and
staff) responsibility in the care, upkeep and maintenance of the library
materials, facilities and equipment.

34. A Brand is…
• any name, design, style, word or that distinguishes a
library from other libraries [ difference in collection,
services, programs and projects, target users ]
• an association of ideas, associating the library name,
the name of library service or product, symbols, logos,
or slogan, tagline or jingles [e.g. graphic of an open
book, consistent design of publications, etc.]
• Branding, therefore, is simply assigning meaning to
Brands.

35. A Brand is…
• A legal instrument e.g. „™‟ or „®‟
• A logo e.g. ISO standard etc.
• A company e.g. British Airways
• An identity system (how the organization wants to be
perceived by stakeholders) e.g. Body Shop and being Ethical.
• A shorthand device that facilitates the recall of brand
benefits e.g. McDonald‟s golden ‘M’
• A risk reducer due to brand familiarity e.g. Philamlife
• A vision which provides brand direction, focus and purpose.

36. • Brands just don't reflect the collection and
services but also the creation of images and
expectations in the minds of library users and
most importantly, represent the organization's
promise to deliver consistently a specific set of
benefits and services.
• Hence, libraries need to be very careful in
designing their web sites & other communication
materials and, beware of over promising.

37. [Ex. via Web site] An online brand development
strategy includes the following stages:
• setting the context for the brand,
• deciding on brand objectives and message;
developing a brand specification;
• developing a brand design,
• creating the Web site and other
communications using the brand,
• launching and promoting the brand,
• building the brand experience, and finally,
• reviewing, evolving and protecting the brand.

38. The greatest challenge in the library service
is the challenge of promoting a new concept
in the profession
As librarians, we should be actively
marketing and promoting our library and
services. The basic aim of marketing is to
build strong customer relationships with
the library users.

39. Making the Library‟s Brand:
Using Taglines and Logos to Communicate
the Library‟s Vision to the Publics

40. Using Taglines and Logo
One of the most successful, low-cost ways to convey the
library‟s brand is to create a unified, consistent message
through using a logo or tagline. Taglines or logos are
useful as visual tools and help to develop and reinforce a
stronger brand association. A logo is a symbol, graphic
element, or trademark that is designed for easy and
definite recognition of the brand. A logo influences its
brand since people tend to think of that particular
organization when they see the logo.

41. • Logo designs that flop do so because there is simply
too much in the design and it becomes convoluted
and messy.
• The general rule when using illustrations in logo
design is to keep it simple, yet creative and striking.
Many libraries choose to use an architectural
element from the building to brand the library

42. Useful Tips
• should be mindful to stay within the signature
system of the University or College
• always strive for consistency and unification
• can be implemented through use of a selected
family of fonts, colors, or graphics.
• Consistency is the key when building a brand and
when using a logo to help build the brand

43. Delivering the message
• Brand is always about the Vision of the Library
• using carefully chosen words and crafting succinct phrases, a
tagline is able to convey the personality of a brand and its
unique position in the marketplace
• The library‟s tagline is the phrase or sentence that follows the
library‟s name.
Discovering Connections . Connecting Discoveries
• The four words summarize and convey the personality of the
library‟s brand and its promise. The tagline built on the theme
of destination to create the concept of space and location.

44. Ex. Purdue University Library “Access. Knowledge. Success.”
• Taglines are reflective of the organization‟s mission.
….it is apparent that particular library chose those
words in order to underpin its mission.
• [Interpretation] The tagline promises access to
information, the advancement of knowledge, and
consequent success.
[Effective taglines and well-designed logos are efficient ways to
build a brand. These devices help libraries create a
meaningful visual distinction that will allow their library to
stand out from other similar organizations, that is to say, to
differentiate their library from other information marketplace
competitors.]

45. What NOT to do!!!
A tagline is a permanent, meaningful description that
summarizes what the library is about. It has been said
that a tagline sums up what the organization is known for
or what sets it apart from the competition.
Poor brand development will lead to broken promises, and the library
visitor will take notice. An organization must be able to deliver that
which has been promised by the words in the tagline.

46. Other steps proven helpful are the following:
• improving the ambience of the facility
• hanging student and faculty artwork;
• providing musical performances in the lobby;
• making improvements in technology;
• reviewing outdated policies to create a user-friendly library; and
• hiring service-oriented staff.
• A library that chooses words for its tagline must have the resources,
people, and equipment to back up the promise.

47. • Additional steps to strengthen the library‟s brand of
service can be employee orientation and training,
proper resources, and attractive facilities, all of
which
allow personnel to deliver on the brand‟s promise.
These efforts are cost-effective in terms of creating
brand loyalty so that visitors will think of the library
first when they have information needs and will
come back repeatedly to take advantage of the
library‟s programs, services, and collections,
allowing the library to accomplish its mission.

48. Tips to Create Usable Taglines
• Choose Words to Highlight a Benefit: Communicate a key
benefit. Give people a reason to remember the tagline.
• Differentiate Your Brand: Do the words bring out the character
of the library? What sets your library apart?
• Create Rhythm and Pace: Does it have a ring to it? The
rhythm or pace of the tagline will help to stick in the memories
of those that read it or hear it.
• Warm and Fuzzy Effect: A tagline is more likely to stick in the
minds of others if it imparts a positive feeling or emotion.

49. • When working with library users, staff should be
aware of their own verbal and non-verbal factors,
such as tone of voice, choice and pace of words,
facial expressions, eye contact, listening,
appearance, posture, and gestures, all of which are
important communication signals to consider.

50. • Whether it‟s in-person, by phone, or by e-mail, how
a library user receives information is as important as
the actual information provided.
Why?
• Because it affects how a user perceives the
message given and how he or she feels about the
library. This is also part of communicating the
library‟s brand.

51. Thank you and good afternoon.

52. Questions?
Comments?
For inquiries email me
ssesposo@up.edu.ph