branding basics for libraries
DESCRIPTION
An Ad/Lib project. http://adlib.info Slidedeck used for Library UX: Strategic Branding and Identity Development Webinar via Library Journal. These slides cover: "what is a brand", "why is branding important", "what does the branding process look like". This general overview was then followed up in the webinar by two specific branding examples, one from Edmonton Public Library, and the other from Richland Library. The notes (see below) include the script I spoke from during the webinar. http://lj.libraryjournal.com/2014/09/webcasts/library-ux-strategic-branding-and-identity-development-lead-the-change/TRANSCRIPT
On BrandingAndrew Colgoni, Services LibrarianMcMaster University, Hamilton, ON
& creator Ad/Lib: adlib.info@adlib_info | facebook.com/adlib.info
What is a brand?
LogoVisual Identity
Store Design & Layout
Customer Service
Quality of Product
Mission& Promise
Cost
Ethics
Availability
User Experience
Slogan Advertising
Taste Preferences
PersonalExperiences
Opinions of Others
External Trends
Reputation
Cultural Associations
Media Coverage
Historical Associations
What is a brand?
“A brand is the amalgamation of all the different experiences and encounters a consumer has had with products, salespeople, marketing, advertising, and retail experiences (if there are retail stores). That’s why a brand is a promise…” (Leibtag, 2013)
Why brand?• Position organization within user’s lifestyle•Differentiate your product from competition• Foundation for marketing•Deliver consistent design and look/feel•Demonstrate relevancy to users•Define and lead conversation about your product / service• Say more with less(Doyle, 2011; Leibtag, 2013; Potter, 2012; Webber, 2007)
Telling the story of your library
brandingFrom 20,000 feet in the air.In five steps.
1. research
Talk to your stakeholders:• Find out existing associations• “What three words do you associate…?” (Potter,
2012)
• Discover apparent strengths• Understand future wants and needs
2. Write your story
• Back to basics: Mission and Values• What do you want people to think about
when they think of your library? What will you want them to think in five years? Ten?
Image credit:Armin Vit; Brand Newhttp://www.underconsideration.com/brandnew/archives/the_lawrence_public_library.php
3. Determine scope
• Will you do a brand ‘refresh’ or total rebrand?• Will the branding rollout with:• Web redesign?• Marketing campaign?• Physical space changes?• Alternate service goals?• Etc.
Wells County Public Library Rebrand was profiled on Ad/Lib:http://adlib.info/wells-county-public-library-rebranding-2013/
4. Find a designer
• My advice: find a professional designer• Give them your research, tell them you
story, outline the scope• Create something unique and memorable
Image credit:Jef Catapang; Design Edge Canada http://designedgecanada.com/news/kitchener-public-library-turns-page-with-intent-rebrand/
“An abstract asterisk is the library’s new centrepiece icon, playing on the idea that an asterisk signals more to come.” (Catapang, 2014)
5. Implement & Assess
• Did you set measurable goals?• Gate counts• New membership• Check-outs• Event attendance• Media coverage
• What will success mean for you?
NYPL’s 2009 lion logo was redone in-house led by Art Director Marc Blaustein.
Image credit:Armin Vit; Brand New
http://www.underconsideration.com/brandnew/archives/an_iconic_lion_for_an_iconic_institution.php
refs
Catapang, Jef. 2014. “Kitchener Public Library Turns Page with Intent Rebrand.” Designedge. Accessed October 8. http://designedgecanada.com/news/kitchener-public-library-turns-page-with-intent-rebrand/.Doyle, Charles. 2011. A Dictionary of Marketing. New York: Oxford University Press.Leibtag, Ahava. 2014. The Digital Crown : Winning at Content on the Web. Waltham, MA: Elsevier.Potter, Ned. 2012. The Library Marketing Toolkit. London: Facet Publishing.Webber, Alan M. 2014. “What Great Brands Do.” Fast Company. Accessed October 8. http://www.fastcompany.com/29056/what-great-brands-do.