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Creating a New Brand for Irving Public Library

Creating a New Brand for Irving Public Library

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Creating a New Brand for Irving Public Library

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  1. Creating a New Brand for Irving Public Library

  2. Agenda • Creating a library brand • What is branding? • Why should we care about it? • What is the process for developing a brand? 2

  3. What is Branding? • Branding IS NOT the same thing as marketing • It IS one of the first steps in marketing

  4. Marketing

  5. Building the Foundation: Defining Audience Who do we want to talk to about our library? 5

  6. Ask yourself… • Are we talking to everyone in Irving? • Or to one or more specific sub-sets in Irving? • Moms & dads? • Seniors? • Teens? • People who don’t use the library? • People who do use the library? • Book lovers • Computer users? 6

  7. Why does this matter? • If we know who we are trying to reach… • We can make sure our story is said in such a way that our audience can “get” it… • And we can make sure our story is said in such a way as to be relevant to our audience 7

  8. Would we tell a story about our library the same way to each of these audiences? 8

  9. But the library is for everyone! 9

  10. What is branding? Figuring out the story Why our library matters to the community

  11. Story • Our story is telling our community “WHY DOES THE LIBRARY MATTER?” • Appeal to the emotions • Don’t list services 11

  12. What is branding? Identifying a feeling That we want people to get when they see or interact with our brand 12

  13. Feeling Connected • Emotions are powerful and evocative • That’s why they are important • If our brand has emotional connection to our patrons then we developed a powerful connection • Once we define how we want patrons to feel about our library, everything we do should be oriented to promote this feeling 13

  14. What is branding? Developing a tagline That will tell our story in a short, attention-grabbing way

  15. Popular taglines 15

  16. Exercise: Pick the best, Pick the worst List #1 List #2 • AT&T Rethink Possible • Kay JewelersEvery kiss begins with Kay • SkittlesTaste the rainbow • ToyotaLet's Go Places • Wal-Mart Save money. Live better. • Atlanta Fulton Public LibraryTake your dreams off the shelf • Boston Public LibraryBooks are just the beginning • Calgary Public Library Everything you're into. • San Diego Public Library Your link to the past & gateway to the future • Surrey Libraries Discover. Connect. Inspire.

  17. What is branding? Putting it all together in a logo That we use over & over again, until people “get” the brand without having to think

  18. The logo • The logo is important • As a jog to one’s memory • As the repository of the feelings about the brand • The brand’s logo becomes the users’ touchstone • Every time the customer sees the brand (logo) – reminds them of the brand story • A logo helps cut through the clutter – it “tells the story” of the brand without having to be explicit 18

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  20. What do you think of these logos/taglines? 20

  21. Finally –Repeat, repeat, repeat • Tell our story over and over and over • Be consistent in the story and the look • Why? Our patrons will eventually know our story as soon as they see our brand – that’s what we want • They know why Irving Public Library matters

  22. SO…Branding = (define your audience)story + tagline + FEELING + LOGOrepeat, repeat, repeat, repeat 22

  23. We’ve talked about what branding is… • now, let’s talk about what a STRONG brand is 23

  24. A strong brand • A strong brand has: • A story and tagline that are compelling • And relevant to the audience • A logo that conveys that story without words • The ability to get the chosen audience to respond to the logo/brand with feeling • Consistent use – over and over and over 24

  25. VOLVO SAVED MY LIFE CLUB The letters have been coming to us for years. Men and women writing about how they believe a car helped save their lives. The Volvo Saved My Life Club recognizes these "survivors'" faith in Volvo, as well as Volvo's dedication to building cars worthy of such admiration. In fact, the only downside to the Volvo Saved My Life Club is the condition for membership. Once it's determined that an accident was severe enough that the performance of a Volvo did, indeed, help save the lives of the passengers, they become members of the Volvo Saved My Life Club. And, while we're very proud to be able to sponsor an organization like the Volvo Saved My Life Club, we hope for the day when potentially fatal car accidents will be a thing of the past. Until then, we end with this heartfelt wish and advice: Drive safely.

  26. Tastes great • Less filling • Lite Beer from Miller: Everything you've always wanted in a beer. And less.

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  28. Remember – a strong brand has: • A story and tagline that are compelling • And relevant to the audience • A logo that conveys that story without words • The ability to get the chosen audience to respond to the logo/brand with feeling • Consistent use – over and over and over 28

  29. WHY should I care about branding? 29

  30. We aren’t the only game in town anymore 30

  31. It’s a very noisy world 31

  32. If we can’t tell our story, why should anyone care? 32

  33. Cuts through the clutter… 33

  34. Helps with funding 34

  35. Facilitates teamwork 35

  36. Brings more people in the door 36

  37. Case Study: Curtis Memorial Library 37

  38. Brand audit 38

  39. The logo • The logo was old and out-of-date • No one understood why the ship 39

  40. Curtis Memorial Library’s story • Core audience: • Library users, seniors, parents • People who are community oriented • Interest in “the common good” • Developing the story: • Curtis Memorial Library matters because we offer “possibility” to our community • Community pride = possibility • Library as antidote to closure of naval base and economic depression • We open doors to the world • “A world of possibility” 40

  41. Tagline • Possibility was the optimum word • Curtis Memorial LibraryCreating a world of possibility 41

  42. What does “possibility” look like?

  43. What does “possibility” look like?

  44. What does “A world of possibility” look like?

  45. What does “A world of possibility” look like?

  46. What does “A world of possibility” look like?

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