2.  Your promise to your customers.  Expectations of the academic library (Resources and services)

3.  Need to know.  Do it!  Apply results.  Deliver through effective branding & marketing.

4. UNM Libraries’ experience…

5. › STP process  Tell the library’s story. › Find out what your users want

6.  Outreach & Data-collecting 1.Surveys 2.Focus groups  Users  Non-users  Frontline librarians/staff 3.LIBQUAL

7. One reason for outreach and data collection:  Provided validation

8. › Brand strategy – Communication 1. TO WHOM? 2. WHAT? 3. WHERE?

9.  No logo  Tagline - “Connecting you to worlds of knowledge”

11.  Branding > Frontline Library Staff > Advocacy

12.  Getting to Our Grassroots/Users  Frontline librarians & library support staff

13. Library Staff Serve as Connectors…

14. Frontline Staff Users - Faculty & Students Grassroots

15. Relationship Frontline Advoc. Frontline Staff Branding & Marketing

16. In Branding & Advocacy….. Every Voice Makes a Difference.

17. Thank you!