Branding Basics Revised 2017

Branding Branding process Brand encounter Encounter comparison Goal Accomplish

What is branding? branding is Authentic Relevant Loyalty Commitment Consistent A promise Commitment Loyalty

What is the branding process? Define library’s promise, core value(s) and experience of the brand. Identify logo/ word mark – easy to recognize, associate and create emotional attachments. Position shape how consumers see and think about the brand based on needs. Awareness of the brand and sub-brands internally and externally. Measure the brand’s performance and how YOU are living up to the brand’s promise.

What is a brand encounter? An experience or encounter a person has with a brand. How the brand delivers the promise. Identifiable and welcoming staff. Well maintained and organized building. Consistent and recognizable materials. Enjoyment of encounter. Delivery of the promise to patrons. Association to the promise by the logo/wordmark. Staff – are they warm and welcoming, attentive, professional, knowledgeable and identifiable? Building– is it clean, well kept and easily identified and organized? Materials– are they easily recognizable, consistent and branded?

What is an encounter comparison? Encounter comparisons Previous visits – within the same location Other locations – within the same brand Outside locations – same family of service but different brand Other’s experiences with same and other brands Consumers compare encounters to see if a brand holds true to its promise or if their loyalty is to the right brand. Comparisons are a form of measurement and can be positive or negative, shared by word of mouth, social media or internet.

What is the goal of branding? Be unique and relatable. Be unified and recognizable. Be easily identified. Create loyalty. Deliver on your promise.

Accomplishing branding? Define promise(s). Create logo. Develop a plan. Adhere. Streamline. Synchronize. Build awareness.

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