Branding Presentation by Cody Gregg, Catherine Essinger and Donna Jackson given on April 14, 2011 at the Texas Library Association Conference.

1. A Burning Topic:
Branding Your Library
Somer Newland
Catherine Essinger
Cody Gregg
Donna Jackson

3. FAMOUS
SLOGANS/TAGLINE
•Obey your thirst!
•Soup is good food!
•Have it your way!
•The Breakfast of Champions
•Melts in your mouth... not in your hands
•Keep Austin Weird

4. One More Slogan…
A, B, C, D, E, …
Your public library has arranged these in
ways that make you cry, giggle, laugh,
love, hate, wonder, ponder and
understand....

5. Know thyself
-- Greek Proverb

6. What is a brand?
DEFINED...
Branding...embodies the tangible and intangible aspects of
a product, service or entity. Branding is internal. It is what lies
at the heart of those intangible attributes that define a
product, service or entity. In contrast, marketing is external
and is the process by which resources are brought to bear
under situations presenting opportunities or threats. (Shaffer,
2002)
Shaffer, R. I. (2002). Using Branding to Make Your Mark(et): What Lessons Leaders Can Learn for Library and
Information Science. Acquisitions Librarian, 14(28), 81. Retrieved from EBSCOhost.

7. What is a brand?
PERSONALITY...
o Represents the personality of the library rather than its
mission statement (Keller, 2008)
IDENTITY...
o A process of self-definition, of establishment of identity
SYMBOLISM...
o Often includes a graphical, symbolic representation of
the organization: a logo, and a catch-phrase or slogan
Keller, J. A. (2008). BRANDING AND Marketing YOUR LIBRARY. Public Libraries, 47(5), 45-51. Retrieved from
EBSCOhost.

8. Why is a brand important?
COMMUNICATION...
o Quickly communicate the identity and values of the library
to its community (Keller, 200
o Establishes and reminds the community of the value and
relevance of libraries
RECOGNITION...
o Establish an easily identifiable representation of the library
that symbolically embodies the personality of the library
Keller, J. A. (2008). BRANDING AND Marketing YOUR LIBRARY.
Public Libraries, 47(5), 45-51. Retrieved from EBSCOhost.

9. Why is a brand important?
CONSISTENCY...
• Establish consistency internally with the service
philosophy and externally with the expectations of
patrons
SELF-DEFINITION...
o Establishment of an institutional identity

10.
This above all: to thine own self be true,
And it must follow, as the night the day,
Thou canst not then be false to any man.
-- William Shakespeare,
Hamlet

11. Branding at South Texas College

12. Branding at South Texas College
OPPORTUNITY...
• Change in leadership
• New beginnings

13. Branding at South Texas College
• Who are we?
• What is our vision, mission, and values?
• How do our patrons perceive us, and how
do we want them to perceive us?
• How do we communicate that ideal to our
community?

14. Branding at South Texas College
• 2 ½ year process
• New vision statement, mission statement,
and statement of values
• Implemented Learning Commons and
customer service oriented service model
• Inclusive process involving input from all staff
and discussions at all levels

15. Branding at South Texas College
• Development of logo
• Shorthand representation of our own vision of
ourselves
• Combines symbolism, school colors, and slogan
• Represents the cyclical nature of knowledge and
education
• Collaboration with library staff & graphic design

17. Creating a Brand

18. Creating a Brand
RESEARCH...
values & perceptions

19. Creating a Brand
CREATE...
tell a story

20. Creating a Brand
CONNECT...
visually, emotionally, culturally

21. Creating a Brand

22. Creating a Brand
STANDARDIZE...
graphics, colors, fonts,
taglines, logos

23. Creating a Brand
INVENTORY...

24. Creating a Brand
PLAN...
implementation, assessment,
adjustment

25. Creating a brand
The University of Houston Experience
We had a logo

26. Creating a brand
The University of Houston Experience
A new logo presented an opportunity to rebrand

27. Creating a brand
The University of Houston Experience
Our brand should be...
USER-CENTERED
CUSTOMIZABLE
FLEXIBLE
PLAYFUL

28. Creating a brand
The University of Houston Experience

29. Creating a brand
The University of Houston Experience

30. Maintaining
a Brand

31. Maintaining a Brand
Houston Public Library Brand has been in place since 2008

32. Maintaining a Brand
And Everyday we work toward
maintaining a strong Brand

33. Maintaining a Brand
HOW DO YOU
MAINTAIN A BRAND?
EDUCATION
BRAND TOOLS
BRAND EMPOWERMENT

34. Maintaining a Brand
EDUCATE...
•Brand Manual
•Brand Workshops

35. Maintaining a Brand
BRAND MANUALS
A brand manual is a document
specifying the use of visual brand
components and messaging. It can also
include brand philosophy, organization
goal and direction and other information
that help users understand and use the
brand correctly.

36. Sample of Brand Manual
Most organizations have Manuals in one form or other

37. Sample of Brand Manual
Most organizations have Manuals in one form or other

38. Sample of Brand Manual

39. Sample of Brand Manual

40. Sample of Brand Manual

41. Sample of Brand Manual

42. Brand Manual Content
• TANGIBLES • INTANGIBLES
o logo and logo use o philosophy
o fonts o misson and vision
o color palette o goal objectives
o tagline o brand tone
o imagery o brand position
o collateral samples
o campaign samples

43. Maintaining a Brand - Education
BRAND
WORKSHOPS
Brand Workshops and Classes
• Some libraries provide brand workshops or classes as a part
of the standard training for library employees.
• Others provide classes at intervals through the year.

44. Maintaining a Brand
BRAND TOOLS
•Intranet
•Templates
•Promotional items

45. Maintaining a Brand
INTERNAL
COMMUNICATION...
• Intranet
• Video or articles on brand
• Templates, imagery, fonts,
• Consistent and Quality Communication

46. Sample of Intranet

47. Sample of Intranet

48. Sample of Intranet

49. Maintaining a brand a Brand
Maintaining
BRAND
TEMPLATES

50. Maintaining a Brand
Houston Public Library Experience

51. Maintaining a Brand
Houston Public Library Experience

52. Maintaining a brand a Brand
Maintaining
BRAND
EMPOWERMENT
– A brand cannot not grow successfully without the support
of staff and customers. Libraries must empower its
stakeholders to own the brand and to share it with others
while keeping it consistent.

53. Brand Empowerment

54. Growing a Brand
RESEARCH
• Brand Trends
• Audience
• Community Trends/Society Trends

55. Growing a Brand
RESEARCH TOOLS
– Suggested Website
• www.trendreports.com
• www.plunkettresearch.com
– Suggested Actions
• Talk to customers
• Talk to other library professionals
• Study brands that you love

56. Growing a Brand
RESEARCH TOOLS

57. Growing a Brand
EVALUATION
• Review brand and organization goals and
objectives
• Decide to change direction or goals based on
evaluation