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Creating Your Library Brand "From Mcdonald'S Arches To Nike'S Swoosh, Logos Are Part Of The E"

From Mcdonald'S Arches To Nike'S Swoosh, Logos Are Part Of The E

Creating Your Library Brand "From Mcdonald'S Arches To Nike'S Swoosh, Logos Are Part Of The E". From Mcdonald'S Arches To Nike'S Swoosh, Logos Are Part Of The E

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  • ISBN:9780838909621
  • Editorial: American Library Association
  • Fecha de la edición:
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  • Dimensiones: 0 cm x 0 cm
  • Nº Pág.:160
  • Idiomas:Ingles,Inglés

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From McDonald's arches to Nike's swoosh, logos are part of the everyday landscape. These are the visual representations of brands' extensive marketing stories, defining the meaning and message of the company.Branding is one part of the marketing process that focuses on developing a laser-clear message and the means to communicate that message to the intended audience. But, as a library, where does branding fit?In the new media mix, libraries need to stand up and effectively communicate their benefits as a preferred provider of information and entertainment resources. By following the step-by-step guidance of Doucett, branding pro turned librarian, libraries can begin to develop branding that makes a difference. With branding scaled and tailored to the nonprofit public library arena, this guide: clarifies marketing and branding; explains where to start; shows how to define the message and grab attention with visuals; and, considers pitfalls.The book covers everything from working with outside experts to evaluating and maintaining your library's brand, illustrated by case studies from other libraries. For those who have made a start, the chapters stand on their own - librarians can pick up wherever they left off. End-of-chapter exercises enhance the feedback process. Tips, suggestions for success, and answers to frequently asked questions ensure your team collaborates on a library brand that will bring more patrons through the door!

How to Use This Book
1 Defining Marketing and Branding 1
2 Why Brand? 11
3 Who Should Be Involved in Branding? 16
4 The Ideal Brand 25
5 The Brand Audit 31
6 The Story: Defining Your Message 38
7 The Visuals: Attention-Grabbing Support for Your Message 50
8 Brand Standards, Brand Advocates, and Marketing 59
9 How to Work with Outside Help 65
10 Evaluating Your Brand: Short-Term and Long-Term 75
11 Maintaining Your Brand 81
12 Blogs and Brands 87
13 Common Pitfalls and False Assumptions 93
Appendix A Case Studies 99
Appendix B Words to Describe Your Library and What Makes It Unique 111
Glossary 113
Acknowledgments 117

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