Branding, Marketing, and Your Library

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Branding, Marketing, and Your Library
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• The Big Question
• So, whats with all this branding stuff, anyway?

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What is branding?
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What is branding?

• Branding is an organization's personality.
• It is a customers perceived experience
  represented by a collection of images and ideas.
  
• It is the way people think and feel about your
  service and the expections of what your service
  or organization will do for them.

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Branding is not

• A product or service
• A tag line or marketing message
• A logo
• A style or graphic guidelines

These are all things that to help to establish
your brand, but on their own they are not
branding.
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• People are not ignoring you because they dont
  know you.
• They are ignoring you because they think they do
  know you.
• - Tom Asacker, author of A Clear Eye for Branding

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What makes a strong brand?

• Evokes a strong, positive feeling associated with
  your service and organization.
• Communicates who you are and what you can offer
  your customer.
• Defines how your customers see themselves in
  relation to you.
• Makes you stand out from the crowd.

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Identifying your own brand

• What do you want your customers to feel about
  you?
• What do you want them to say about you?

• Does your brand imply trust?
• Do your products mean dependability?
• Or, do you want them to think of you as cutting
  edge, fun loving, or efficient?

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• IKEA

Fedex
Volvo
Energizer
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Benefits of a strong brand

• Recognition in the marketplace
• Credibility
• Reduced risk for the customer
• Adds value to your business

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Finding your brand

• Know thyself
• Conduct an internal analysis (SWOT)
• Strengths, Weaknesses, Opportunities, Threats
• Use brand storytelling techniques
• How do want your story to read?
• Be HONEST!

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• The core of your brand marketing is
• Defining your organization
• Defining what position you want to occupy in your
  market
• Making sure that everything that has to do with
  your business or organization is reflective of
  your brand

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Marketing Library Relevance

• Google is good.
• A librarian is better!
• A patrons comments about the VPL Virtual
  Library Services

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Why get help from a librarian?
Figure out what makes you different, and better,
than any other resource.

• Makes the clients job easier
• More efficient
• Expertise
• Ensures accurate information
• Precision
• Better use of clients time and money

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Keys to successful library marketing

• Maintain your relevance
• Stop being taken for granted
• Know why you are a valuable resource
• (and show it!)
• Keep visible
• Identify new opportunities to market yourself

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• Contact
• Marya Gadison
• Acting Manager
• Marketing and Communications
• Vancouver Public Library
• E-mail maryagad_at_vpl.ca
• Phone [phone]
• Web www.vpl.ca