My keynote at the #dffu2018 conference in Billund, Denmark. Covering brand, branding, marketing and UX in the academic library context.

1. @ned_potter

4. Your Library’s brand is not logos, or colour
schemes, or slogans.

5. Your brand is the perception of your library, collections, and services
in people’s minds. It’s how people think and feel about who you are
as an organisation, and what you do.
Branding is the process of trying to influence people's perceptions of
the organisation and way they think about your brand.

6. Dit brand er den opfattelse folk har af dit
bibliotek, dets samlinger og tjenester. Det
er det som folk tænker og føler om, hvem
du er som organisation, og det din
organisation gør.

7. Dit brand er den opfattelse folk har af dit bibliotek, dets samlinger og
tjenester. Det er det som folk tænker og føler om, hvem du er som
organisation, og det din organisation gør.
Branding er en process hvormed man forsøger
at påvirke folks opfattelser af organisationen
og hvordan de tænker om dit brand

8. @janholmquist
A very big thank
you to my friend Jan
for translating these
definitions for me!
Dit brand er den opfattelse folk har af dit bibliotek,
dets samlinger og tjenester. Det er det som folk
tænker og føler om, hvem du er som organisation,
og det din organisation gør.
Branding er en process hvormed man forsøger at
påvirke folks opfattelser af organisationen og
hvordan de tænker om dit brand

9. Your brand is
what people
say about you
when you’re

10. is colours,
logos,
furniture,
visual
identity?

11. Branding is the process of building a coherent and
distinct pattern of associations in the mind of a target
audience.
Chief at DiMassimo Goldstein

12. Branding is the process of building a coherent and
distinct pattern of associations in the mind of a target
audience.
Too often, branding is associated with much more
limited objectives. For example, logo and visual identity
standards. While these are key tools for branding, they
alone don’t create the brand. Today, brands are built by
great products and services, first and foremost
…the target audience must be delighted.
Chief at DiMassimo Goldstein

13. Our library brand isn’t just what we
It’s what we

14. Craighead County Jonesboro Public Library
Remember, branding is the process of building a coherent and
distinct pattern of associations in the mind of a target audience.
Jonesboro did this not just through a strong
visual identity, an irreverent sense of humour,
tapping into the zeitgeist, and…

15. They built
their brand
by provoking

16. Pictures are great, colours
are nice. But it’s the
personality which helps to
shape the brand.

17. Ben created a very strong brand for the Library,
and it really, really worked…
Over 4 years:

18. It is very hard indeed to influence the academic library brand centrally.

19. This must happen

20. What do you WANT your Library’s brand to be?

24. “Market a few
planets, not the
entire galaxy"
@andypriestner

25. It’s very difficult
to get anyone to
DO something
they weren’t
already planning
to do

26. Almost no one acts on a piece of
marketing the first time they see it
so in order to change behaviour we
have to reach them more than once

27. Is simple.
Is targeted.
Has a strong call to action.
Talks about benefits not features.

28. Is simple.
Is targeted.
Has a strong call to action.
Talks about benefits not features.
Is part of a campaign.

30. The same
message,
tailored across
different
platforms, for a
concerted
period of time.

31. What does it
mean to
market

32. Strategic marketing campaigns with the Library CAPE framework

35. What do we already know about
our users, what can we find out?
UX in Libraries:
an umbrella term
covering various
ethnographic and
design techniques.
We’ve found UX
incredibly valuable at
York.

42. The Understanding Academics Project
involved over 100 interviews with staff
at the University.
Michelle Blake and Vanya Gallimore’s
(Open Access) article about the project
is available at:
eprints.whiterose.ac.uk/132822

43. 1. Classmarks in the catalogue search results
2. Hot water tap
3. 24hr opening
4. The Fabrick Wall
5. Changing academic loan package
6. Replacement Reading List system
7. Change in Subscriptions Review process

46. Your Aim is where
you are going.
Your Objectives
are how you get
there.

47. “…generally [Danish] academic
libraries are valued but then again,
they are for free, we don’t give
students grades or tell them to
hurry up, so we would be in pretty
bad shape if we were unpopular"
@clauersen
Director of libraries and citizen services
in Roskilde Municipality

48. Segmentation is the
process of dividing your
audience up into smaller
groups. You then tailor
the messages to those
groups – you market to
the segments, not the
whole orange…

49. You can segment by status
(undergraduate, postgraduate,
researcher, academic etc)
Or by behaviour
(new users, power users, off-
site users, casual users etc)

50. A segment people often forget is their own institution.

53. What are the key platforms?

56. Make people feel like insiders… and
focus on feelings rather than function

57. Bravo Helsinki Airport!

60. Your outputs are
what you did
Your outcomes
are what
happened
as a result

62. #UoYTips:
Reimagining
Library Induction
as a Marketing
Campaign

63. The UoYTips hashtag has several advantages
from a marketing point of view:
1) It’s memorable. In fact it’s the only thing you need
to remember to find the info you need.
2) It’s cross-platform. You can search any of the
platforms above, or just Google it.
3) It endures. It’s not time-specific. You can come
back to it later, it’s always there, and you don’t
need to ask for help to use it or to find it…
4) It allows people to see key messages more than
once. No one changes their behaviour based on
the first piece of marketing!

65. 33% embarrassed about
asking for help with their
studies, but 84% will ask for
help when needed. However
65% would not ask a librarian
for help.
Library and Library website
among three least popular
choices of 9 places to go to
help, in four of five different
scenarios.

66. 32% didn’t expect the
library to provide
reading lists, 40% didn’t
expect library to provide
e-resources, 53% didn’t
expect library to provide
skills support.

67. So perhaps our first aim for our academic library brand, is to raise
expectations. We need our marketing to tell people

68. Marketing works best
when it’s a dialogue
between the institution
and the community. We
listen, interpret, then we
act to make things better
where we can.

69. That said, sometimes
we need to just DO
what the community
needs, but focus the
communication about
what the community
WANTS.

71. THE HEART IS USEFUL.
Help get your community
where they already
want to go.

73. NO
NO
NO

75. Be welcoming. Be inclusive. Be creative.

78. 1. All good marketing starts with user insight. Try out
some UX techniques if you haven’t already, and see
what you can learn about your community
2. Decide what you want to do with your library’s brand,
and start working strategically toward that
3. Market in campaigns! The same message, tailored
across different platforms for a specific period of time
4. Did I mention marketing in campaigns...?

79. 1. All good marketing starts with user insight. Try out
some UX techniques if you haven’t already, and see
what you can learn about your community
2. Decide what you want to do with your library’s brand,
and start working strategically toward that
3. Market in campaigns! The same message, tailored
across different platforms for a specific period of time
4. Did I mention marketing in campaigns...?

80. 1. All good marketing starts with user insight. Try out
some UX techniques if you haven’t already, and see
what you can learn about your community
2. Decide what you want to do with your library’s brand,
and start working strategically toward that
3. Market in campaigns! The same message, tailored
across different platforms for a specific period of time
4. Did I mention marketing in campaigns...?

81. Images are all CC0.
They’re sourced mainly
from Pexels and
RawPixel, except the
ones of our Library,
which were taken by
me.

82. More on York’s
marketing and
UX activities at
libinnovation.blogspot.co.uk
@ned_potter
ned-potter.com