Thursday, May 8, 2008

FInding your Message ( or Branding is the Beginning

Liz Doucette



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.



The message

What to say. Unique in terms of meeting the needs of your target audience. Make sure it is meaningful

-Emotion based

powerful because emotions are powerful

- Attributes

Must be unique and meaningful.



Don't do a laundry list. Don't do something unless it means something to your patrons.

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