So what is this language?
My first experience of being involved with a branding strategy was when I worked at Puke Ariki (the combined library/museum/information centre in New Plymouth, New Zealand). I found the whole process quite fascinating and I credit that as one of the factors that led me to become so interested in marketing. I’m not even sure why it was so fascinating – maybe it had something to do with stepping back from how we might have thought of ourselves and envisaging everything about what we thought Puke Ariki embraced. Something in that thought process really clicked with me.
Recently I was fortunate enough to hear Steve Bailey from Rabbit Creative talk about branding. It’s common for the logo to be equated with the brand, but a brand is more than a logo. Your brand encompasses everything you represent to a customer – or as I have seen it expressed elsewhere:
“Brand is the intangible sum of attributes, the promise, the big idea and the expectations that reside in each customer’s mind about a product, service or company.”
Here are some of the points I took away from the talk Steve gave:
- brand development is the idea of coming up with something you can own and be passionate about – and it gives you ways to articulate this in the marketplace
- if you have a powerful brand then your customers will act as advocates for you – just look at Apple. (The flip side of this is that it creates great expectations from customers!)
- branding gives you the language to talk about your business – you need to simplify what you are all about but retain an element of intelligence and intrigue
These ideas are also explored in Alison Circle’s post that I have previously linked to http://blog.libraryjournal.com/bubbleroom/2011/07/13/marketing-creates-real-value/ Alison talks about how Edmonton Public Library developed a language as part of their branding:
Words are the tools that create perceptions and ideas in people’s minds. EPL has excelled in writing smart and clever. That is hard to do and hard to do well consistently. As they created theirShared Values Wheel, they challenged themselves to push through jargon, including phrases that — I’m guessing — would not be seen as jargon to most libraries. Thus Customer-Centered becomes Open and Human; Intellectual Freedom becomes Ideas Champion. Love it!
For a very thought provoking read on libraries and branding check out Dr Steve Matthews’ blog post The Physics of Your Library Brand http://21stcenturylibrary.wordpress.com/2011/08/17/the-physics-of-your-library-brand/ I’ve talked before about the need to rebrand libraries to convey that we are more than just books. I am not entirely sure this means ditching the word library altogether – attempts at this never seem particularly successful, especially when customers still see physical books in a the physical space. But I do like the range of steps Steve describes to move the position of the library in the marketplace. Check it out!