Branding Libraries and Their Services Michael Leach Harvard University & Simmons GSLIS mrleach@fas.harvard.edu leach@simmons.edu 7 November 2008
Look at the following & ask yourself: What word or words immediately come to mind when I see this logo? What do I think about when I see this logo?
Logo One
Logo Two
Logo 3
First Logo: Nike What did you first association with this logo? Sneakers Sports An active lifestyle Style in general Other:
Second Logo: McDonald s What did you first association with this logo? Food Fast Food French fries and hamburgers A clown Kids Other
Third Logo: Mercedes-Benz What did you first association with this logo? Car Luxury car Money Status Style Other.
Read/Listen to the Following: Can you complete the line & Identify the Brand 1. Plop, plop, fizz, fizz, oh 2. My bologna has a first name 3. Where s the? (one word for a meat) 4. Read my? No new.
In all the previous examples The image/phrase/words conjured up: A precise image of a product and/or service and/or company and/or person Was easy to associate Almost unconsciously We can do this because of our collective exposure to advertisements and our pop culture immersion Note: someone living without a TV would have difficulty with some associations
Two versions of the same logo: What does the i stand for?
And what does this conjure up?
Prior two logos The Is short hand for information Especially for tourist information Recognized world-wide The Is short hand for library Do you see the L in this logo? Recognized in many parts of the world
Logo & Tagline These are the images and words for your brand Reflect the values of your brand Your library, service, collection, etc. You want quick identification and association Between logo/tagline & actual brand
What is a Brand? Basically, a mental shortcut Images/words (logo/tagline) that represent a more complex object Your service, collection, library, etc. The brand should spark Instant recognition Of your service, collection, library, etc. Associations of Ideas & Concepts & Feelings
To Brand You need something to sell Product/Collection Service Institution/Company Person (usually for politics/entertainment) You need an audience (or audiences) You need a marketing plan
Brand=Something to Sell : A Library Perspective Service Reference ILL/Document Delivery Collection (product) Downloadable audio books Popular DVD movies Institution Meeting space All of the above
An Audience: i.e. Patrons Who would use your brand Large print books: senior patrons Downloadable audio books: patrons on the go (e.g. commuters) Instant messaging reference service: undergraduate students Electronic reserves: faculty & students The library as a whole: your citizens
Audience Brand Connection One designs a brand with the audience always in mind So, know your audience What they like What they don t like Their collective experience Baby Boomers and Gen X rs have different cultural experiences
Marketing Plans helps answer: Who are you targeting? The audience What are you marketing? Service, product, or institution Shared icons, visuals, words, meanings, associations, etc. Logo & tagline Between audience and your product/service/institution
With all this said: What do you plan on branding? Most libraries brand the institution The library as a whole Many libraries share brands OPAC (consortial) or electronic resource A program or service You can have more than 1 brand at any give time More than one service, collection, etc.
@ Brand for Programs
Some OPAC Brands
Branding Models Different models depending on whom you read Three common brand models: Objective Emotional/Subjective Viral/Word-of-Mouth Choosing the brand model Depends on how you want to connect to your audience
Objective Brand Model You appeal to a person s brain Image/word choices focus on Statistics Physical features Design Business look and feel Think of Volvo, IBM,
Emotional/Subjective Brand Model You appeal to a person s heart Image/word choices focus on Building an emotional bond You ll just love this product Social connections Status Think of Coach, Chanel
Viral/Word-of-Mouth Brand Model You appeal to a person s hip factor Image/word choices focus on Unique Cutting edge Out of the ordinary Avant garde Short life span (fads change) Think of Snapple, VW Bug Rarely used with libraries
Colors and Brand Models Objective models tend to use Cool colors Blues, purples, grays Subjective models tend to use Warm colors Reds, oranges, yellows Green straddles the warm/cool divide
Brand Model for Libraries Most libraries choose the Objective Brand model Fits with our cultural perception Books!! Models can intermingle Objective and Subjective components We ll see examples shortly
When Creating the Logo Keep image simple Keep image recognizable Which brand model(s) works best Which colors work best Patron perceptions What do you want them to think about when they see your brand? What do you want them to feel when they see your brand?
Look at these:
Two Public Libraries What are they selling? The whole library? Books? What model(s) are they using? Which brand looks old fashioned Which brand looks hip/modern What do the colors tell you? Which logo do you like more? Why?
Look at this brand logo:
Cherry Hill PL What are they selling? The Whole Library What model are they using? Objective and subjective Book symbol Heart symbol Using red font colors Blue color also part of logo
Your reaction now to this:
Dunedin PL Use of objective symbols Books Keys CD Mixed color response What is your reaction to the plaid CD? What about the color of the book & keys Do the color choices reflect the brand model choice?
Look at these two brands
Stylized Logo A common trend in branding Image becomes abstract Yet still recognizable Both logos/brands are Transition between old, conservative values and new, modern values What about choice of colors?
What is your reaction to:
Washoe County PL What model are they using? What do the images convey? The open book The winding road The blue globe
What is your reaction to:
Medina County PL What model(s) are they using? How can you tell? Does this brand logo feel: Modern? Conservative? Inviting? Other? Do the sun s rays resemble anything?
Now see the logo on a page
Medina County PL You can not read the words embedded in this logo when it is placed on their web page But The sun still shines The image retains its quirky moderness I.e. you recognize it
When to use your brand As much as you can Exposure is key People need to see a brand before they can associate with it That is why companies advertise Libraries usually don t advertise the same way But there are other ways to advertise
Advertising your Brand Web sites Main site Photo & Calendar sites Friends sites All stationary Check out slips Program flyers Anywhere the library is
Final Example 1
Darien, CT, PL What model are they using? Objective What is the symbol? Open book, in motion Highly stylized, modern What colors do they use? Cool, objective colors With a bit of green
Note the use of the logo:
Further use of the logo
Final Example 2
Norwell PL Note the use of: Vase/tree/branch image Tag line: Branch Out at your library Choice of colors Brown & green Supports tag line and brand
Brand with whole look
Norwell PL Web site Brand and site design align Whole site becomes part of brand Note: Consistent use of color throughout Structure and colors reflect logo & tagline Is this objective brand modeling? Subjective? Or Both?
Your Employees Focus so far has been: On image & words (visuals) People can also be a brand Good service = good brand image Bad service = bad brand image Despite the look of your logo & the cleverness of your tagline Everything must reflect the brand Especially if your brand = the library
Clear Final Points Logo & Tagline send same message Message understood by audience(s) Staff understand & emulate brand Consistent One set of logos/tagline for a brand Continuous Over time, by everyone in the library Across all media Web, print, etc.
Thank You! Michael Leach leach@simmons.edu mrleach@fas.harvard.edu