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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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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



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

7



But the library is for everyone
But the library is for everyone! of these audiences?

9


What is branding1
What is branding? of these audiences?

Figuring out the story

Why our library matters to the community


Story
Story of these audiences?

  • 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? of these audiences?

Identifying a feeling

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

12


Feeling connected
Feeling Connected of these audiences?

  • 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? of these audiences?

Developing a tagline

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


Popular taglines
Popular taglines of these audiences?

15


Exercise pick the best pick the worst
Exercise: Pick the best, Pick the worst of these audiences?

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? of these audiences?

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 of these audiences?

  • 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


Creating a new brand for irving public library

19 of these audiences?



Finally repeat repeat repeat
Finally – of these audiences?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 of these audiences?…Branding = (define your audience)story + tagline + FEELING + LOGOrepeat, repeat, repeat, repeat

22


Creating a new brand for irving public library

23


A strong brand
A of these audiences?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 of these audiences?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 of these audiences?

  • 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 of these audiences?


Remember a strong brand has
Remember – a strong brand has: of these audiences?

  • 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? of these audiences?

29



It s a very noisy world
It’s a very noisy world of these audiences?

31



Creating a new brand for irving public library

Cuts through the clutter… of these audiences?

33


Helps with funding
Helps with funding of these audiences?

34


Facilitates teamwork
Facilitates teamwork of these audiences?

35


Brings more people in the door
Brings more people in the door of these audiences?

36


Creating a new brand for irving public library

Case Study: of these audiences?

Curtis Memorial Library

37


Creating a new brand for irving public library

Brand audit of these audiences?

38


The logo1
The logo of these audiences?

  • 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 of these audiences?

  • 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 of these audiences?

  • Possibility was the optimum word

  • Curtis Memorial LibraryCreating a world of possibility

41







Creating a new brand for irving public library

47 of these audiences?


Creating a new brand for irving public library

48 of these audiences?


Creating a new brand for irving public library

49 of these audiences?


Creating a new brand for irving public library

50 of these audiences?


Creating a new brand for irving public library

51 of these audiences?


Creating a new brand for irving public library

52 of these audiences?


Creating a new brand for irving public library

53 of these audiences?


Creating a new brand for irving public library

54 of these audiences?


Creating a new brand for irving public library

55 of these audiences?


Creating a new brand for irving public library

How to get started of these audiences?

56


How to get started
How to get started of these audiences?

1. Do a marketing audit

57


How to get started1
How to get started of these audiences?

  • 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?

58


How to get started2
How to get started of these audiences?

2. Understanding our story and audience

59


How to get started3
How to get started of these audiences?

  • 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 of these audiences?

3. Compare audit, our story & our audience

61


How to get started5
How to get started of these audiences?

  • 4. Craft our story

  • Find the right words

  • Arrange them in the right order.


How to get started6
How to get started of these audiences?

5. Find the best image.


Creating a new brand for irving public library

Repeat of these audiences?

Repeat

Repeat


Thank you

Thank you! of these audiences?