The Power of BrandingLibrary Journal’s Directors’ SummitDecember 2010

Agenda

• Brand – Why do we care?• Rebranding EPL

• Process• Execution• Results

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Brand is the intangible sum of attributes, the promise, the big idea and the expectations that reside in each customer’s mind about a product, service, or company.

What is a Brand?

“Brand is a collection of perceptions in the mind of the consumer.”

buildingbrands.com

“Your brand is not your logo. It is all of the associations and projections your customers put on you either with your input, or without it .”

David Ogilvy

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Assets – Liabilities+ Goodwill= VALUE

Branding - Why Do We Care?

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#1 Global Brand – 10+ Years

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Coke vs. Coke

One of the most successful soft drinks in the last decade is “JUST” marketing.

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Rebrand with Real ResultsDove Real Beauty

“Prior to 2003 Dove wasn’t a brand. It was a bar of soap.” Mark Wakefield, Unilever Director of Marketing

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• Increase EPL’s appeal, recognition and profile in the community.

• Create a single, consistent and unifying brand identity.

• Develop a relevant, resonant, and differentiated market position that reflects who we are and what we value.

Why Re-brand EPL?

Take control and influence what people think about EPL!

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EPL Brand Development Process

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NEEDS ASSESSMENT & PLANNING

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Needs AssessmentBrand Audit• No cohesive look, feel or message. • Inconsistent and out-of-date presentation.

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Stakeholder Surveys

Research Results

• No scores at 8 or higher.• Low scores in areas like Leader, Fun, Cheerful, Innovative, Up-to-date, Adaptable.

“Someone who doesn’t care what I look like, how much money I have, or what my income is.

“Don’t bother with the library in this day and age. It’s obsolete.”

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Research Results

LOGO:Focus Tests:

Cold Boring

Forgettable Clip Art

Dated Stereotype

MISSION:

Stuffy Too Long

Serious Not Engaging

Forgettable Boring

“The goal is not to do business with everyone who needs what you have. The goal is to do business with people who believe what you believe.”

Simon Sinek

Creating the Brand

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“The key to leveraging a brand throughout an organization is to make it the glue that brings people together”Libby Sartain Senior V.P. Human Resources at Yahoo Inc.

Strategic PlanningShared Values Wheel2

ClarifyingStrategy

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EPL Shared Values Wheel:Who we are and what we value

We are one library with one staff and one collection.

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APPLICATION & IMPLEMENTATION

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3Designing

Identity

Where We Came From

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Where We’re Going…

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Our Mission

We Share!

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The Brand Mark

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The Promise

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Advertisements

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Television Spots

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65 Buses around the city!

Transit Advertisements

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14 billboards at high-traffic locations around the city

Outdoor AdvertisingLeverage Our Buildings Around the City

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Library CardsPut our brand in customers’ pockets!

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Staff Nametags

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Staff Nametags

Staff could pick their saying or could have a custom card based on an area of expertise or language.

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T-shirts

400 shirts sold to staff in 4 days. Sold out (over 600 t-shirts) by external launch

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Letterhead, Envelope & Business Cards

Stationery

Interior Applications

Book Carts

PostersTent Cards

Banners

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Exterior Billboards

Additional Applications

Flags

EPL Trucks

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Collaterals

New member brochure

Non-member brochure

Membership poster

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LAUNCH

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4Creating

Touchpoints

5Managing

Assets

EPL Shared ValuesBringing it to Life

VideoBooklet

Visit www.spreadthewords.ca to see the video

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Guerilla Marketing - Staff Contest2000 Stickers, 300 photos, 3200 Votes

Edmonton’s Mayor

National Media (CBC)

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Teaser Poster/Handbill Campaign• Posters hung throughout the

city.

• Handbills given at guerilla marketing events and mailed to media.

• Increase the visibility of the sticker campaign.

• Start to link the messages to the library.

• Encourage action! Get participants for our MP3 experiment.

Join the experiment.Share the experience.

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Guerilla MarketingHuman Campaign – High 5s

Build interest and attention in a fun & fresh way.

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Human Campaign ContinuedStreet flashing, “TAKE 1” book stack

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Launch Day – Branch EventsGiveaways – tote bags, buttons, tattoos

Tote bags

Tattoos

Buttons

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Logo Painting

Launch Event - MP3 Experiment 280 people play a giant game of Simon Says!

Turn interest into action!Video of the MP3 experiment can be viewed on the flash drive included and at www.spreadthewords.ca

Launch Event – Interactive Movie260+ people viewing & reciting “The Princess Bride”

Turn interest into action!EPL CEO Linda Cook

Customer Sticker Contest5000 stickers, 300 photos, 26,000 votes

Get buy-in & create buzz.

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RESULTS

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Sample of Staff Feedback

“I want to compliment you on this project. You moved me to applause last week. You made me feel energized and proud to belong to EPL.”

Michelle T.

“I just wanted to say that I am totally blown away by our new direction. I can’t tell you how excited I am to be a part of all of this.”

Michael E.

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Focus Groups

• New logo: Modern, appealing, friendly, branches out from books, awakens curiosity, happy, up-to-date.

• New brand promise: Sticks in your mind, catchy, smart, encompasses more than books, simple, modern.

• New brand: Fun, fresh, smart, clever, innovative.

Little to no negative reaction.

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Sample Customer Feedback

Our new brand is a hit!

“I am thrilled with my

Information Ninja card!

Thank you.”“Best. Thing.

Ever.”

“Geek chic, save a zillion dollars… simply put, we want some. So MARKET THOSE SUCKERS.”

“A lifelong library user of the EPL – your new

“branding” and campaign is very “fresh” and great to be a part of as my family (kids) can see how cool the library

is. Excellent Job!” “I absolutely love the new

logo. The whole thing looks

much cleaner and inviting. Great job!”

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Media – Sample Coverage

June 10 Headlines“I want to be an information ninja. This really is a genius re-branding of the library system. I already have a library card but I want a new one.” The Edmontonian

“We’re library geeks. But we’ve never thought of the dowdy houses of literary worship as hip, so we’re overjoyed to see the Edmonton Public Library’s re-branding effort.”

The Globe and Mail National Coverage

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Word of MouthSocial networks, Blogs, websites & more

680,000 followers

14,000 views

176 re-tweets

Cost of t-shirt: $10Cost of shipping: $5Star endorsement: priceless

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Endless Applications

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4 weeks: 5000 buttons, 2000 bumper stickers, 1000 signs

Lessons Learned• Work hard to get staff involved.• Direct connections to the customer are

almost always best. • With advertising, go big. • Be consistent. Leading brands are

comprehensive.

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Our new brand is a hit!Take control and influence what people think

about you!

Thank You!Tina Thomastthomas@epl.ca

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