The projecting of the image of the library brand must be carried out among all contact points with the consumer. As previously mentioned this means that the logo, the brand, the ideal about the library that you are trying to communicate should be promoted at every possible customer touch point within the library itself and at meaningful contact points throughout the community such as outreach programs and services. The library floor space should be studied to find pause points where the customer stops to find direction, to make decisions, or to turn around. At these points the marketing that contains the brand image, the advertising, the message, and the logo should be put in such a place that the customers eyes are drawn to them. The marketing should not be obscured, hidden, or cluttered with other materials that could draw attention away from the customer’s connection with the brand image at the touch point. (Underhill, 1999)
It is also important that the name, logo, advertising, and all marketing communications materials consistently communicate the brand’s same homogeneous message outside the library as much as it does inside. To do so, the library must utilize the same types of marketing techniques that the other companies are using as well. The library needs to understand that the customers are continuously bombarded with marketing from every other organization. In order to maintain the library at a consistent position within the customer’s minds without being lost in the soup of other organization’s marketing, they must use some of the same avenues that the competition does. Some of these include; websites, mailings, sponsorships, partnerships, billboards, posters, business cards, commercials (radio and television if possible), and face-to-face interactions with customers whenever and wherever they are present. At these places the libraries brand and distinction from other organizations should be continuously presented.
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