How to Manage Your Library’s Brand
Despite
years of librarians considering themselves “information specialists,”
libraries and their staff still endure the stereotype of being behind
the times, all about “books,” and not so much about technology (see Dr.
Matthew’s blog post on OCLC’s misrepresentation of the public’s
perception of libraries). If librarians hope to keep their
organizations alive, they need to sell their product to stakeholders.
Stakeholders need to want to “buy” what librarians are “selling.”
Branding, marketing, and delivering are all part of a librarian’s job.
New
librarians are instructed to learn to sell themselves to potential
employers and organizations by creating a “brand” which represents who
they are and what they believe in. After successfully landing a
position as a librarian, one should consider the brand of the
organization one works for. Ideally, a librarian and library are well
matched upon the librarian’s hiring...but even if it’s not a perfect
fit, a librarian’s own personal brand can add to the unique flavor of
the library and enhance public perception with personality and
ingenuity.
So
far as I know, creating and managing a library’s brand is not an exact
science. But neither is it an undertaking for the uneducated. Time
should be invested in research, consultations with administration and
staff, needs assessments, technology tools, and deciding who will do
what. Organizational mission and value statements will guide the
discussion. And looking at other “brands” who have what you want will
inform the process, too.
From
the readings I’ve done over the years, I’ve gleaned my own ideas of
where to start in managing a brand. I can’t attribute all the following
points to the precise influences on my thinking, but I will attribute
ownership where I can.
*
Make a plan to “sell yourself” (i.e. your organization): decide what to
say (here’s who we are and what we do), how to say it (tone, style),
where to say it (online, print), and who to say it to (users,
non-users). With all the talk about online social media, we may forget
traditional methods of making ourselves known--like having a
face-to-face conversation in the actual library, or putting an ad in the
paper. These methods sometimes have the most impact because they are
the most personal.
*
Involve staff in brand management. They can provide good ideas,
practical feedback, and ultimately, they are often the ones who make the
biggest impact on users.
*
As mentioned in readings this week, make the effort to monitor
comments about you and yours on the world wide web. Monitor, and make
responses quickly and tactfully. People are watching how you respond.
*
Brands can’t be totally controlled--only managed, directed, and
influenced (Bedbury). There will always be people who don’t like, don’t
care, won’t use, don’t know...and more important than their negatively
or oppressive neutrality is your response to it. If your library’s
brand includes regular, relevant, sincere, positive personal posts, your
following--and respect--will grow.
Matthews, S. (2011). “OCLC Perceptions of Libraries 2010 Report : Good News? Not Hardly!” 21st Century Library Blog. Retrieved from http://21stcenturylibrary.wordpress.com/2011/02/03/oclc-perceptions-of-libraries-2010-report/
Bedbury, S. (2002). A new brand world: 8 principles for achieving brand leadership in the 21st century. New York: Penguin Group.
I like your idea of the "personal" approach to branding the library. At some point an interaction between the organization and user will occur, and having positive measures in place that translate into personal attention will generate better results. Whether an interaction is online or face to face, creating a bond with your patron is important. It sets the tone for your organization's culture. Great post!
ReplyDeleteDiane