Library Brand 101: Why Brand?

WHY BRAND?

Branding simply is the sum of all the characteristics, tangible and intangible, that makes the service and products of an organization or business unique. These characteristics include our message, our goals and objectives, our services, our visual image in print, online and in our locations. Brand is the promise of the services and experiences that we will provide your customers. It is also the relationship that you create with our customers. It is our identity.

All of these things are important to keeping a strong organization. Branding has become important to library survival.

The world around us is changing and our place in it is not as clear as it once was.  Our customers are changing. We are embarking on generations that do not have the nostalgic memories of the public library as children. The fast paced world has changed how we seek information, how we entertain and educate ourselves. Libraries have been swept into these changes and are now, on a national scale, redefining themselves. Here are reasons why libraries are deciding to brand or rebrand themselves.

TO INCREASE AWARENESS: Awareness means that our customers know who we are, what we have to offer and how they can benefit from it. One of the biggest truths about the library is that it has great services that go unknown. True awareness can come from great branding. It is achieved by visual consistency as well as consistency in how and when we send our message to customers.

TO COMPETE: There are two types of competitors; direct competitors and indirect competitors. A direct competitor is an organization that provides the same service. Most of our competitors are indirect. Indirect competitors are organizations, businesses or entities that belong in a different category of service, but can be used as an alternative to our services.   An example is bottle watered and soda. These are two different products, but could be use as alternatives to one another. Here is a list of indirect competitors:

• Coffee Shops/Cafes
• Bookstores
• Internet
• Other educational-based non-profits (specifically those targeted to children)

TO INCREASE OUR CUSTOMER BASE: The visual components of branding  are important because customers and future customers develop perceptions and make choices about us from what we present. Media that is visually appealing, innovative, easily understood and consistent say a lot about an organization. It increases curiosity and brings customers to our doors. The other parts of branding (goals and objectives, great customer experience, beautiful environments, etc.) are what keep customers coming back. Growing our customer base and servicing our loyal customers are great reasons to brand.

TO INCREASE SUPPORT AND FUNDING OPPORTUNITIES: The competition for financial support has drastically increased over the years. There are many non-profits, like us, going after the same resources and sponsorships. Branding, which helps desired supporters see and understand our objectives clearly, is a tool that can get us the corporate sponsorships, partnerships as well as the community support (financially or through volunteer hours) we need. Without a clear picture of who we are, going after financial support becomes a game of hit or miss.

TO CREATE CONSISTENCY: Consistency sends a message to customers that an organization or business is unified with unified goals and a solid foundation.  This is visually done through color, fonts, design, words, layouts and through the use of logo. It is also accomplished through verbal messaging, written message and in the consistency in how we deliver the message. Branding creates consistency.

TO INCREASE ORGANIZATION UNIFICATION: Unification is an outcome of consistency. Unification happens when all of your library environments have the same materials, displayed the same way and working from the same vision, which helps create the same customer experience. A unified organization builds a strong staff.  A strong staff has better ability to create an excellent customer experience.

Branding is an awesome tool.  The hard work and changes that come with true branding can be an emotional rollercoaster, but if done correctly, creates outstanding results for customer and organization alike.

1. 

   dmjstudio says:

   April 21, 2010 at 3:21 pm

   Hi – No copy writer. I write all of the content with a little proof reading help from other library lovers.

   thanks Sam.
2. 

   Racheal Sippy says:

   May 27, 2010 at 10:24 am

   Just wanted to say you have a great site and thanks for posting!