Creating a new brand for irving public library
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Creating a New Brand for Irving Public Library. Agenda. Creating a library brand What is branding? Why should we care about it? What is the process for developing a brand?. 2. What is Branding?. Branding IS NOT the same thing as marketing It IS one of the first steps in marketing.

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Creating a New Brand for Irving Public Library

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Creating a new brand for irving public library

Creating a New Brand for Irving Public Library


Agenda

Agenda

  • Creating a library brand

    • What is branding?

    • Why should we care about it?

    • What is the process for developing a brand?

2


What is branding

What is Branding?

  • Branding IS NOT the same thing as marketing

    • It IS one of the first steps in marketing


Marketing

Marketing


Building the foundation defining audience

Building the Foundation: Defining Audience

Who do we want to talk to about our library?

5


Ask yourself

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


Why does this matter

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

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

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

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But the library is for everyone

But the library is for everyone!

9


What is branding1

What is branding?

Figuring out the story

Why our library matters to the community


Story

Story

  • Our story is telling our community “WHY DOES THE LIBRARY MATTER?”

    • Appeal to the emotions

    • Don’t list services

11


What is branding2

What is branding?

Identifying a feeling

That we want people to get when they see or interact with our brand

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Feeling connected

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


What is branding3

What is branding?

Developing a tagline

That will tell our story in a short, attention-grabbing way


Popular taglines

Popular taglines

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Exercise pick the best pick the worst

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.


What is branding4

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


The logo

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

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Creating a new brand for irving public library

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What do you think of these logos taglines

What do you think of these logos/taglines?

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Finally repeat repeat repeat

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


So branding define your audience story tagline feeling logo repeat repeat repeat repeat

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

22


Creating a new brand for irving public library

  • We’ve talked about what branding is…

  • now, let’s talk about what a STRONG brand is

23


A strong brand

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


Creating a new brand for irving public library

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.


Creating a new brand for irving public library

  • Tastes great

  • Less filling

  • Lite Beer from Miller: Everything you've always wanted in a beer. And less.


Creating a new brand for irving public library

27


Remember a strong brand has

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


Why should i care about branding

WHY should I care about branding?

29


We aren t the only game in town anymore

We aren’t the only game in town anymore

30


It s a very noisy world

It’s a very noisy world

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If we can t tell our story why should anyone care

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

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Creating a new brand for irving public library

Cuts through the clutter…

33


Helps with funding

Helps with funding

34


Facilitates teamwork

Facilitates teamwork

35


Brings more people in the door

Brings more people in the door

36


Creating a new brand for irving public library

Case Study:

Curtis Memorial Library

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Creating a new brand for irving public library

Brand audit

38


The logo1

The logo

  • The logo was old and out-of-date

  • No one understood why the ship

39


Curtis memorial library s story

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


Tagline

Tagline

  • Possibility was the optimum word

  • Curtis Memorial LibraryCreating a world of possibility

41


What does possibility look like

What does “possibility” look like?


What does possibility look like1

What does “possibility” look like?


What does a world of possibility look like

What does “A world of possibility” look like?


What does a world of possibility look like1

What does “A world of possibility” look like?


What does a world of possibility look like2

What does “A world of possibility” look like?


Creating a new brand for irving public library

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Creating a new brand for irving public library

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Creating a new brand for irving public library

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Creating a new brand for irving public library

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Creating a new brand for irving public library

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Creating a new brand for irving public library

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Creating a new brand for irving public library

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Creating a new brand for irving public library

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Creating a new brand for irving public library

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Creating a new brand for irving public library

How to get started

56


How to get started

How to get started

1. Do a marketing audit

57


How to get started1

How to get started

  • During your audit ask these questions:

    • Would you know these came from the same organization? What tells you they are from the same place, or what is missing that would indicate they are related?

    • What story do you think we’re telling?

    • Do you like these materials? Why or why not?

    • Do you think these materials give a message that resonates with our audience?

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How to get started2

How to get started

2. Understanding our story and audience

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How to get started3

How to get started

  • Review our mission & vision:

    • Library Mission: Provide access to information for lifelong learning and promote the enjoyment of reading.

    • Library Vision: The Library will be a center of the community, improving the quality of life of Irving residents.

  • Review demographics & personas

    • Who do we serve?

    • What are their goals and aspirations?

    • What role does the library play in their lives?


How to get started4

How to get started

3. Compare audit, our story & our audience

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How to get started5

How to get started

  • 4. Craft our story

  • Find the right words

  • Arrange them in the right order.


How to get started6

How to get started

5. Find the best image.


Creating a new brand for irving public library

Repeat

Repeat

Repeat


Thank you

Thank you!


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