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Library Branding 101

January 25, 2009

Question of the day: How do I get started marketing my library? I hear that question from libraires and when I do, I often share with them my marketing plan for our lbrary (which I'm happy to send to you if you like.) But my plan presumes that someone has a familiarity with marketing and isn't necessary the most helpful for beginners.

One of the unsung benefits of working for a library is that staff often send reading suggestions my way. Recently someone sent me the title of a new publication that I think you'll find helpful and might just answer the question of how to get started.

Creating Your Library Brand, by Elisabeth Doucett, self-proclaims its intent: communicating your relevance and value to your patrons. Essentially it is a hands-on fundmental how-to for libraries to stake out their own library brand. 

I'm always skeptical when I see marketing or branding advice written by authors who are not marketing professionals. So it was with curiosity that I turned to the author's bio to assess her creditials. At first I read that she is a library director, so I started to skip down the skeptic's path. But this gal has the double-whammy: she has an MLS and an MBA in marketing, plus extensive field experience in both. 

Here's a line from the introduction:

"Branding helps libraries develop a laser-sharp message about the role they play in their communities, and it helps them ensure that the message is delivered in a way that will have a measurable impact on potential users. "

The book is short and digestible with step-by-step instructions on conducting a brand audit, defining your message, setting brand standards; it even has a glossary of terms at the end. 

Maybe most important, she supports the need for branding and marketing of libraries, some of which still think customers will keep coming no matter what we do.Because information is now everywhere, as she says: "libraries can no longer expect that they will automatically maintain their current users and also bring in the next generation of users." The tool to help? Marketing.

Her best advice: Don't be afraid. So pick it up. 

What I'm reading: Music Quickens Time by the celebrated pianist and conductor Daniel Barenboim. The next title in my extensive study of the creative process.


Posted by Alison Circle on January 25, 2009 | Comments (29)


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January 25, 2009
In response to: Library Branding 101
Jeff commented:

How can I get a copy of your library's marketing plan?




January 26, 2009
In response to: Library Branding 101
library Branding 101 commented:

Send me an email and I'll send it to you today. acircle@columbuslibrary.org




January 26, 2009
In response to: Library Branding 101
janie rutherford commented:

I would like a copy of your marketing plan as well. email: janier@kslib.info




January 26, 2009
In response to: Library Branding 101
janie rutherford commented:

I would like a copy of your marketing plan as well. email: janier@kslib.info




January 27, 2009
In response to: Library Branding 101
Adam commented:

Would you please send it over to my email as well (adam.paszternak at gmail dot com)? This topic is hot and urgent nowdays, so I'd like to learn as much about branding and marketing as I can.
Thank you!

Adam, Hungary




January 29, 2009
In response to: Library Branding 101
Lezlea Dahlke commented:

Just in the nick of time! Please send your library's marketing plan onto us as well: ldahlke@selco.info
Thanks!




January 30, 2009
In response to: Library Branding 101
Jane Anderson commented:

Just found this site - Please send me your Marketing plan too
Thank You!!
j.anderson@vlc.lib.mi.us




February 2, 2009
In response to: Library Branding 101
Molly Skeen commented:

Hello,

Would you please email your marketing plan to me: mollyskeen@gmail.com

Thank you.




February 2, 2009
In response to: Library Branding 101
Jessica commented:

sure send it to me too jhoskins@vegreville.com




February 2, 2009
In response to: Library Branding 101
Jessica commented:

sure send it to me too jhoskins@vegreville.com




February 3, 2009
In response to: Library Branding 101
high school librarian commented:

Branding is important in every product and service consumers, patrons etc. look for when seeking out a product or service. Is your library service oriented? Is your library the "answer gurus"? Is your library a quiet place to unwind or get homework done? It can be one of these or all of these. It is how you present it but a key factor is ALL staff have to be on the same page e.g. marketing the same branding elements from the reference librarian to the human resources person to the circulation desk person.




February 3, 2009
In response to: Library Branding 101
high school librarian commented:

Branding is important in every product and service consumers, patrons etc. look for when seeking out a product or service. Is your library service oriented? Is your library the "answer gurus"? Is your library a quiet place to unwind or get homework done? It can be one of these or all of these. It is how you present it but a key factor is ALL staff have to be on the same page e.g. marketing the same branding elements from the reference librarian to the human resources person to the circulation desk person.




February 3, 2009
In response to: Library Branding 101
betsy commented:

Please send me a copy of your marketing plan. Thanks!
bwald@maplewoodlibrary.org




February 4, 2009
In response to: Library Branding 101
Marc commented:

Me, too! Marc.Marchand@arlingtontx.gov




February 4, 2009
In response to: Library Branding 101
tjagerson commented:

any possiblity that I could also get a copy of your library's marketing plan? we're in the middle of re-branding and developing a marketing plan of our own. tjagerson@sdcpll.org
thanks!




February 5, 2009
In response to: Library Branding 101
Sherri commented:

Add me to the list of people who'd like a copy of your marketing plan. Thanks!




February 5, 2009
In response to: Library Branding 101
Sherri commented:

Add me to the list of people who'd like a copy of your marketing plan. Thanks!




February 6, 2009
In response to: Library Branding 101
Sirish commented:

Hi Alison

I thank you for sharing this on net.
Could you please share a copy to my mail id ksirish@firstam.com> I would be more thankful to you.

Regards
Sirish




February 20, 2009
In response to: Library Branding 101
To Sherri commented:

Can you send me your email address so I can send the marketing plan to you? Thanks.
Alison




February 27, 2009
In response to: Library Branding 101
Susan commented:

I would like a copy of your marketing plan as well. email: srf1959@gmail.com




March 17, 2009
In response to: Library Branding 101
jan commented:

I would like a copy of your marketing plan as well. Thanks
email:
jan.perrier@roxburylibrary.org




March 23, 2009
In response to: Library Branding 101
Jackie Lichtman commented:

I also would like a copy of your marketing plan. Thanks
jlichtma@jmrl.org




March 30, 2009
In response to: Library Branding 101
Liz commented:

Hi,

Can you please email me your marketing plan?

lizemmett@orcon.net.nz

Thanking you
Liz




April 1, 2009
In response to: Library Branding 101
Andrea commented:

Is it possible to get a copy of your marketing plan? Email:adickerson@pvld.org




April 17, 2009
In response to: Library Branding 101
Erwin van Zanten commented:

Is it possible that I could also get a copy of your library's marketing plan? we're in the middle of re-branding and developing a marketing plan of our own in Media, PA.
Please send it to erwin@vanzantendesign.com




June 11, 2009
In response to: Library Branding 101
ST LOUIS COUNTY LIBRARY commented:

I would like a copy of your library's marketing plan, too, if it's not an imposition. jcruise@slcl.org




July 24, 2009
In response to: Library Branding 101
Paula Watson-Lakamp commented:

I'd love a copy also... Thanks!
poudre.libraries3@gmail.com




October 6, 2009
In response to: Library Branding 101
chamer24 commented:

May I ask for a copy of your marketing plan as well? Thanks! chamer24@yahoo.com




October 25, 2009
In response to: Library Branding 101
sjones commented:

May I please have a copy of your marketing plan? Thank you. sjones@georgiasouthern.edu





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