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(Editor’s Note: This article is adapted by the authors from a paper they presented at MLA 2019.) Your Library is a Brand: Market It Countway Library is part of a large medical campus. To elevate our presence beyond that of a library known for its research, study, and resources, we engaged brand strategists to help change users’ perception. Our goal throughout was to build awareness by creating a more meaningful connection with our users. We also used strategic messaging to influence attitudes, share information, and promote classes and events. Brand Architecture We used a process called brand architecture to discover our most promotable strengths, identify how to best serve users, and redefine our brand positioning. We hoped to enhance our image as the place that connects everyone through learning, wellness, and enrichment. Our Purpose
Our Process 1. Deconstruct the organizational structure to visualize service units as pillars a. Provided clarity around how functions fit together2. Reorganize and rename some units to align with user expectations a. Made access and connection more intuitive3. Field short (less than 3 minute) surveys to gain insight into users' experience a. Catchy email subject lines gave us a higher response rate Understanding our brand and engaging in thoughtful discussions helped us articulate our brand positioning, a strategic statement that defines what a brand stands for, how it’s different from its competitors, and why users should care about it. Our Positioning As a team, we brainstormed ideas to create an emotive statement to be used internally to guide our communication and inform all strategic messaging. It defines what Countway stands for and how the library benefits users. Countway Library is a wellspring of research, knowledge, and education. With accessible resources, it’s a multidiscipline community that supports everyone by bringing all people together through learning, wellness, and enrichment.Strategic Communication: The Countway Cares Platform Countway Cares is a reflection of our brand positioning and speaks to the philosophy that Countway cares about its community. This alliterative name is memorable. It organizes our classes to make navigating them easier. It says we are more than research and resources. Paired with a tag line, it gives users a quick grasp of what is being offered. Here’s how it’s used in our promotional materials: Countway Cares about your Peace of Mind To promote mental health awareness events Countway Cares about Sharpening your Skills To promote skill-building classes and workshops Countway Cares about History of Medicine & Public Health To promote historical lectures Our Payoff What did we gain from this process? 1. A clear understanding of our library’s strengths and opportunities for growth.What You Can Learn from This Process 1. Identify your library’s strengths and weaknesses. |
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