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Creating Your Library Brand: Communicating Your Relevance and Value to Your Patrons
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| Elisabeth Doucett |
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Item Number: 978-0-8389-0962-1 |
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Publisher: ALA Editions |
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Price: $50.00 |
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160 pages
6" x 9"
Softcover
ISBN-13: 978-0-8389-0962-1
Year Published: June 2008
AP Categories: A, C
Read an excerpt from the book now!
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
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!
Check out this title's webextras!
Table of Contents
Preface
How to Use This Book
1. Defining Marketing and Branding
2. Why Brand?
3. Who Should Be Involved in Branding?
4. The Ideal Brand
5. The Brand Audit
6. The Story: Defining Your Message
7. The Visuals: Attention-Grabbing Support for Your Message
8. Brand Standards, Brand Advocates, and Marketing
9. How to Work with Outside Help
10. Evaluating Your Brand: Short-Term and Long-Term
11. Maintaining Your Brand
12. Blogs and Brands
13. Common Pitfalls and False Assumptions
Appendix A. Case Studies
Appendix B. Words to Describe Your Library and What Makes It Unique
Glossary
Acknowledgments
Index
About the Author
Elizabeth Doucett is director of the Curtis Memorial Library in Brunswick, Maine. As assistant director of the Lucius Beebe Memorial Library in Wakefield, MA, she conducted the first of the library branding programs that formed the basis for this book. She is an experienced corporate business strategist, marketer, and problem-solver with Fortune 500 business experience. She graduated from Simmons College in 2004 with a master's in library science and earned an MBA in marketing from the J. L. Kellogg Graduate School of Management at Northwestern University.
Reviews
“While creating a brand may seem like a daunting task, Doucett has drawn an easy-to-follow road map…. Highly recommended for professional collections.”
-–Library Journal
“Useful for any library trying to gain more visibility, this work will assist all in either creating or enhancing their image.”
-–ARBA Online
“Highly recommended for all librarians.”
--Reference & User Services Quarterly
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Public Libraries Going Green
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Item Number:
978-0-8389-1018-4
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Going green is now a national issue, and patrons
expect their library to respond in the same way many
corporations have. This is the first book to focus
strictly on the library’s role in going green. |
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Price: $45.00 |
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Building a Buzz: Libraries & Word-of-Mouth Marketing
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Item Number:
978-0-8389-1011-5
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Want to get the word out about your library in the
most cost-effective way possible? You can achieve this
with the effective word-of-mouth marketing (WOMM)
strategies laid out in this book. |
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Price: $45.00 |
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