brand strategy project: aloha community library
TRANSCRIPT
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The slides that follow summarize the activities associated with identifying the brand and slogan of the Aloha Community Library in Aloha, OR.
The Library, founded in 2011, is a privately-funded nonprofit entity that is still creating its identity in the marketplace as it moves towards public status. As the beginning stage of a complete marketing and digital marketing strategy overhaul, I led the Board of Directors and Staff through Branding exercises and, ultimately, the creation of a defined Brand.
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Aloha Community Library
Brand Strategy Creation
Completed July 27, 2015
Prepared by CR Creative Marketing StrategiesAloha Community Library Association
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Contents• Project Overview• Project Objective• Project Exercises with Results• Project Execution– Core Brand Attributes and Definitions of– Branding Message / Slogan
• Project Wrap-Up Notes• Appendix: Raw Exercise Data
Prepared by CR Creative Marketing StrategiesAloha Community Library Association
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Project Overview
Summary• ACLA, as Aloha’s library offers community
engagement, supports youth and family, celebrates diversity, and offers a relevant collection of materials, technology and access, is looking to create its brand identity and expression to present itself as a brand that brings people, information and ideas together.
Prepared by CR Creative Marketing StrategiesAloha Community Library Association
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Project Overview
Business• ACLA is a local library that is driven to serve as
a gateway to lifelong learning and enrichment for its community
Prepared by CR Creative Marketing StrategiesAloha Community Library Association
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Project Overview
Vision• To provide open access to informational,
technological, and cultural resources through our services, material and programming.
Prepared by CR Creative Marketing StrategiesAloha Community Library Association
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Project Objective
To create a distinct Brand Identity
• That will accurately represent the entity• That will be consistent across all mediums• That shall highlight the core attributes of the brand• That will stand out and bring credibility to the brand• That will be scalable over time (mostly visual)
Prepared by CR Creative Marketing StrategiesAloha Community Library Association
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Project ExercisesCategory Attributes Category Colors
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ReliableCommunityWelcomingExploratorySmartFriendlyEducationalConnectiveRelationalKnowledgeableHelpfulCulturalDiverseProceduralQuietFocusedResourcefulCozyWarm
ReverentFunCentralInvitingInformationalExcitingEngagingDelightfulJoyfulInstructionalSafeMagicalComfortableLocal
MaroonGoldBrownDaylightBlueBlackWhite
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Project ExercisesHow do we view the ACLA?Single words, no nouns or verbs
Prepared by CR Creative Marketing StrategiesAloha Community Library Association
Word Groups, in order of frequency used
Welcoming/Inviting/Friendly/Kind/Warm/Engaging
Innovative/Creative/Resourceful
Helpful/Resourceful/Informative
Community-Oriented/Safe
Aspirational
Inspirational
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Project ExercisesHow do our patrons view the ACLA?Single words, no nouns or verbs
Prepared by CR Creative Marketing StrategiesAloha Community Library Association
Word Groups, in order of frequency used
Welcoming/Friendly
Helpful/Informational
Convenient/Available/Accessible
Resourceful
Local
Necessary
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Project ExercisesHow do we want our patrons to view the ACLA?Single words, no nouns or verbs
Prepared by CR Creative Marketing StrategiesAloha Community Library Association
Word Groups, in order of frequency used
Welcoming/Inviting/Friendly/Engaging
Community-Oriented/Safe/Integral/Diverse
Helpful/Informative/Knowledgeable/Useful
Creative/Innovative/Resourceful
Stable/Established/Reliable
Unlimited/Boundless
Fun
Cultural
Loved
Accessible
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Project Exercises
Prepared by CR Creative Marketing StrategiesAloha Community Library Association
Combined Word GroupsWelcoming/Inviting/Friendly/Kind/Engaging/Warm
Helpful/Informative/Informational
Community-Oriented/Safe/Local/Integral/Diverse
Innovative/Creative/Resourceful
Stable/Established/Reliable
Convenient/Available/Accessible
Unlimited/Boundless
Fun
Aspirational
Necessary
Cultural
Loved
Inspirational
CoreAttributes
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Project ExercisesOur Approach
ACLA, the new brand, should be built on the attributes that are:• Relevant to our category• Reflective of our Brand• Appealing to our stakeholders, internal and external• Creating the Brand Promise, Behavior, and Practice involves
utilizing the ACLA-Descriptive Word Groups and their derivations (or synonyms)
Prepared by CR Creative Marketing StrategiesAloha Community Library Association
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Project ExercisesBrand PromiseA declaration that one will do something specified. Ground for expectation of success, improvement or excellence. HINT: What result do you want ACLA to deliver to patrons?
What is the brand promise? One word answer
• KnowledgeHow will the ACLA fulfill this brand promise?Single sentence or statement
• “Delivering knowledge through friendly and engaging actions.”
Prepared by CR Creative Marketing StrategiesAloha Community Library Association
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Prepared by CR Creative Marketing StrategiesAloha Community Library Association
Project ExercisesBrand BehaviorThe way something moves, functions, or reacts. HINT: What constant activity, or tone of, do you want to be evident to the patrons?
What is the brand behavior? One word answer
• InspiringHow will the ACLA fulfill this brand promise?Single sentence or statement
• “Fostering inspiration through appeal, innovation, and connection.”
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Prepared by CR Creative Marketing StrategiesAloha Community Library Association
Project ExercisesBrand PracticeTo be professionally engaged in. To do constantly as part of one’s ordinary life.
What is the brand practice? One word answer
• CollaborationHow will the ACLA fulfill this brand promise?Single sentence or statement
• “Empowering collaboration between tools, knowledge, individuals and community.”
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Project Exercises
Brand Promise
Brand Behavior
Brand Practice
+ +
Knowledge Inspiring CollaborationDelivering knowledge through friendly and
engaging actions
Fostering inspiration through appeal, innovation, and
connection
Empowering collaboration between tools, knowledge,
individuals and community
Core Attributes
Prepared by CR Creative Marketing StrategiesAloha Community Library Association
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Project Exercises
The Grand Idea
“Collaborating to Inspire Knowledge”
Brand Practice(+ing) to Brand Behavior Brand Promise
Prepared by CR Creative Marketing StrategiesAloha Community Library Association
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Project ExercisesHowever, we must dig deeper…
To inspire real knowledgeWe first need to inspire a community.
To inspire a communityWe first need to inspire individuals.
…And to inspire individualsWe need to be inspired with a mission.
Prepared by CR Creative Marketing StrategiesAloha Community Library Association
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Project ExecutionThe Grand Idea Completed
To inspire real knowledge…We need to be inspired with a mission.
And this is exactly what we are all about…
Inspiring people within our diverse community to acquire knowledge
This is the new slogan
Prepared by CR Creative Marketing StrategiesAloha Community Library Association
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Project Wrap-Up Notes• We now have our Brand defined:– Personality (i.e., attributes)– Voice
• Promise, Behavior, Practice• Slogan
• Chris working to have new visuals created– Primary Brand Colors for Logo:
• Yellow-Gold, Blue-Light Blue, Light Green, Grey – Primary Brand Font Class for Logo:
• Serif fonts, such as Trajan, Georgia, Palatino
• Other work on Brand visuals in progress and will be ongoing
Prepared by CR Creative Marketing StrategiesAloha Community Library Association
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AppendixHow Do We View the ACLA? Original Answers below
Prepared by CR Creative Marketing StrategiesAloha Community Library Association
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Prepared by CR Creative Marketing StrategiesAloha Community Library Association
AppendixHow Do We View the ACLA? Grouped Answers below
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Prepared by CR Creative Marketing StrategiesAloha Community Library Association
AppendixHow Do We think Patrons View the ACLA? Original Answers below
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Prepared by CR Creative Marketing StrategiesAloha Community Library Association
AppendixHow Do We think Patrons View the ACLA? Grouped Answers below
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Prepared by CR Creative Marketing StrategiesAloha Community Library Association
AppendixHow Do We Want Patrons to View the ACLA? Original Answers below
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Prepared by CR Creative Marketing StrategiesAloha Community Library Association
AppendixHow Do We Want Patrons to View the ACLA? Grouped Answers below
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Prepared by CR Creative Marketing StrategiesAloha Community Library Association
AppendixFinal Grouped Core Attributes from Answers to Questions
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Prepared by CR Creative Marketing StrategiesAloha Community Library Association
AppendixSynonyms and Possibilities to Words/Word Groups
Words and their synonyms used to create final Core Attributes, definitions and slogan
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Prepared by CR Creative Marketing StrategiesAloha Community Library Association
Appendix
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Appendix