Marketing & Branding
is something that can be useful & helpful but don't know how to get started.
This should be a practical program of how to find your brand.
Marketing covers a lot of different Activities
Includes planning strategy and what kind of tools to use.
Promotions, Publicity. We need to do more preplanning.
Ask yourself What is the story you want to tell?
Branding is one component of marketing
a conversation, between anyone who wants to use your library
Story - Logo - Anything that represents your library
The conversation - who is the Target audience and what is the story.
Branding is like shorthand.
Why is branding important?
It is critical in a world of information overload.
- It helps cut through all
- Maakes you inique
- sets expectations
-defines role in community'
-a consistent look and feel
It is expected in this day and age.
The younger generation has grown up on brands.
Target audience- people who might be interested in using your services
Needs to be as broad as possible but specific to be efficient
Make sure your message look (brand) is developed so that your desired audience can hear your message.
Using more than 1 brand?
Parent brand as a whole. With sub brands that tie to the parent brand.
You can try to reach everyone in the community, but you have to think of all the different people in your community.
What to say. Unique in terms of meeting the needs of your target audience. Make sure it is meaningful
powerful because emotions are powerful
Must be unique and meaningful.
Don't do a laundry list. Don't do something unless it means something to your patrons.