Breakthrough Branding: Positioning Your Library to Survive and Thrive

Branding provides a unique way for your library to distinguish itself--its identity, personality and image. Drawing on five vividly unique case studies from libraries across the country, this book shows you how to mesh your library's brand deeply and seamlessly within your internal culture, to leverage and better position your brand for the audiences you serve, and to develop, and implement promotional strategies and tactics consistent with your objectives. Section 1 - Branding - explains clearly and logically what a brand is and how to assess, develop and utilize your brand as an important institutional asset. This section also offers insider tips on environmental scanning, market research, and situation analysis to help you define, refine, and update your brand. Section 2 - Positioning - steps you through the process of positioning your brand to effectively address your target audiences. You'll determine where you are with each audience, ask the right questions to get the best results, and craft a positioning statement that will bring success to your library. Section 3 - Promotion - helps you develop an integrated marketing communication strategy; decide on the messages, messengers, and creativity approaches, and leverage your online presence to inform and engage with community members. You'll also learn how to capitalize on traditional marketing channels, gain exposure through public relation and event strategies, and use email, Web site, and online tactics. Throughout the book, you get clear and practical must-have advice regarding the art and science of library branding, advocacy, ethical considerations, marketing management, and evaluation.