branding, marketing, and your library. the big question: so, what’s with all this branding stuff,...
TRANSCRIPT
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Branding, Marketing, and Your Library
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The Big Question:
So, what’s with all this branding stuff, anyway?
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What is branding?
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What is branding?
• Branding is an organization's “personality.”
• It is a customer’s perceived experience represented by a collection of images and ideas.
• It is the way people think and feel about your service and the expections of what your service or organization will do for them.
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Branding is not…
• A product or service
• A tag line or marketing message
• A logo
• A style or graphic guidelines
These are all things that to help to establish your brand, but on their own they are not branding.
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People are not ignoring you because they don’t know you.
They are ignoring you because they think they do know you.
- Tom Asacker, author of A Clear Eye for Branding
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What makes a strong brand?
• Evokes a strong, positive feeling associated with your service and organization.
• Communicates who “you” are and what you can offer your customer.
• Defines how your customers see themselves in relation to you.
• Makes you stand out from the crowd.
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Identifying your own brand
• What do you want your customers to feel about you?
• What do you want them to say about you?
• Does your brand imply trust?
• Do your products mean dependability?
• Or, do you want them to think of you as cutting edge, fun loving, or efficient?
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IKEA Fedex EnergizerVolvo
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Benefits of a strong brand
• Recognition in the marketplace
• Credibility
• Reduced risk for the customer
• Adds value to your business
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Finding your brand
• Know thyself…
• Conduct an internal analysis (SWOT)Strengths, Weaknesses, Opportunities, Threats
• Use brand storytelling techniques How do want your story to read?
• Be HONEST!
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The core of your brand marketing is:
• Defining your organization
• Defining what position you want to occupy in your market
• Making sure that everything that has to do with your business or organization is reflective of your brand
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Marketing Library Relevance
‘Google is good.
A librarian is better!’
– A patron’s comments about the VPL’ Virtual Library Services
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Why get help from a librarian?
• Makes the client’s job easier
• More efficient
• Expertise
• Ensures accurate information
• Precision
• Better use of client’s time and money
Figure out what makes you different, and better, than any other resource.
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Keys to successful library marketing
• Maintain your relevance
• Stop being taken for granted
• Know why you are a valuable resource (and show it!)
• Keep visible
• Identify new opportunities to market yourself
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Contact:
Marya GadisonActing ManagerMarketing and CommunicationsVancouver Public Library
E-mail: [email protected]: (604) 331-3681Web: www.vpl.ca