Many businesses are taking advantage of the benefits of branding their company. (Hendry, 2006) The library should not dismiss this opportunity to take the same advantages that private businesses are and brand the library in the same way. This set of blog posts will review the current brand image of the library and outline the importance of controlling that image as well as outlining the important steps in creating a well-branded community centered organization. Through this discussion I hope to promote the idea that libraries need to gain a better understanding of a more holistic approach to branding and of the steps in doing so.

Defining “branding”
“Branding is often narrowly and inappropriately defined as the development of a consistent look and logo, but that definition misses the power of a real brand strategy” (Dempsey, 2004) It has been my experience that libraries have exactly this view of the creation of a library brand. I have discussed the creation of a library brand with a number of librarians and I have consistently received the response that their library does have a brand. They then continue by describing the look of the library logo or the look of the libraries within their system and have no mention of the most important aspects of branding such as “the emotions, perceptions, and impressions experienced by the person.” (Chominsky, 2002) To this I would also include that a brand is also the associations and inherent value of the organization within the minds of the customers (AllBusiness, 2006). Or in our case, our patrons. These next sets of Blog posts over the next few days are attempts to persuade those libraries that are attempting to create a library brand to include some discussion of cultivating a more holistic brand. This means cultivating a brand that is easily recognized and cultivates positive emotions, perceptions, and impressions (Lindstrom, 2005) about the library.

All sources will be Fully cited at the last post. (stay tuned!)

All Library Branding Posts

Branding Libraries: Step 1 – Defining Branding

Branding Libraries: Step 2 – A Brand Audit

Branding Libraries: Step 3 – Quality Products/Services

Branding Libraries: Step 4 – Library’s Brand Distinction

Branding Libraries: Step 5 – Owning a Phrase 

Branding Libraries: Step 6 – Tapping into Emotion 

Branding Libraries: Step 7 – Building the Libraries Brand Image

Branding Libraries: Step 8 – Advertise the image

Branding Libraries: Final Steps- Live the Message! – Measurements – Conclusion

Let’s understand one thing upfront.  I’m not a web designer but have somehow fallen into that role in whatever job I have taken in my library career.  It started in college where I was the Co-Chair of the Student Chapter of the ALA.  I thought it would be a good way to begin being involved in the ALA when I knew little about its organizational structure.  But after I was given the position I was told I was also to be the web-coordinator and was in charge of the ALASC’s entire web-presence. Now, I’ve had blogs/vlogs for a long time, I have an online portfolio, and have made many websites.  But that’s just out of necessity in an online era and not because I really consider myself good at it at all.  In fact, I would say I know just enough to really mess up a webpage if I had to make it from scratch or try to fix it.

So because of this history but more so (I believe), due to my age in the library world where the median age is in the forties, I am expected to know all of the technology stuff that has ever been invented and I am now expected to work on our library’s website (in fact I made it originally and am solely responsible for it).  So how did I do it knowing so little about it?

It’s easy.  I got a Mac.  I know there are a number of large drawbacks to using iWeb to design webpages.  So let me tell you why I decided to go this route, besides my lack of really strong scripting and programming skills.

1)      I wanted some way to make a website that could be easily updated by other librarians with little to no HTML knowledge.  Since, in essence iWeb is as easy to use as Microsoft paint or Powerpoint and contains many of the same functions it is easy for others to update the website.

2)      Functionality of the blog and other features.  I know that there are ways to integrate a lot of the iWeb features into a website and make it look great.  But honestly, I don’t know how to do it and neither does anyone else in this library system.  I could learn, but then if I left, or got sick, nobody else would be able to fix it if anything went wrong.  So instead we are just using the features from iWeb.  It works fine.

3)      Since it’s a Mac, everything just works.  No viruses, no software conflicts, none of the kind of stuff you put up with in a PC.  (I am biased here because I am a Mac user to begin with)

4)      All of the programs work together.  You can integrate a calendar of events, a slideshow, make movies, and so much more so seamlessly with all of the features of a Mac.  And it’s easy.

5)      It’s super cheap.  It costs us $100 per year for hosting and after the initial cost of the Mac (1,000-2,500 depending on what you buy) it is still far cheaper than the $1,000-10,000 per year to hire a web design company and not be able to update it ourselves or be limited by them and the structure they create.

So what are the drawbacks?

1)      Some web features are hard to integrate using HTML.  Such as drop down buttons.  This is because iWeb makes new frames for every HTML snippet.  But there are ways around that.  Most other HTML snippets work.

2)      Slow loading.  If I make a lot of boxes with shadows and special designs it can take a while to download.  That’s fine anyway I think a website needs to be simpler not more complex so I’m eliminating them.

3)      There are some limits to design.  But not many, once you figure it out.

4)      Internet explorer.  Well ok this is a problem everywhere.  I’m surprised anyone still uses it.  But for iWeb occasionally you’ll design something that just won’t work with internet explorer.  If I was a better programmer I could probably fix this.  But I’m not, so I’ll leave it to you.

Some Myths…

1)      At first some people told me that we wouldn’t be able to use our OPAC with it.  This isn’t true, that is a separate platform anyway and usually comes with your Library System Software and needs to be designed outside of your library website.  It’s easily integrated however, with a WebWidget.

2)      You can’t have your own web address.  This is not true anymore and in fact, I have a personal business with its website designed on a Mac and its own web address.  For our library however, I chose to mask the website so everywhere you went it showed our website in the URL box.  Another easy fix.

3)      You’re limited by not being able to use HTML or other web language on the website.  This isn’t true with a webwidget.  I have made quit a few HTML/JAVA based features on our site.  Such as scrolling text, rotating banners, search boxes, and a few others.  Occasionally some problems crop up (usually with IE) , but not often and there is almost always a way around it.

That’s about it.  If you want to visit the library website I made on a mac its located at http://www.libraryatlincoln.org but I don’t work their anymore, so if you see something you don’t like on it, I’ll just say they did it after I left.  If you have any questions let me know!

Alright team, this video was made after I made some OPAC widgets for a few libraries who asked for them. These widgets allow patrons to add an access point (search box) to your library’s catalog from any of their websites such as blogs, myspace, facebook, etc… This means that you can dramatically increase the traffic to your library’s website, OPAC, and then to the physical library as well.

To make these widgets you don’t have to know any HTML at all. I show you everything you need to know and recognize. However, if you do want to learn HTML I recommend http://www.w3schools.com, its free and easy.

This is my first time using final cut express. if you have any suggestions or tips or pointers, let me know. Also, let me know if you have any questions, comments, or just want to criticize please feel free to leave a message. Thank team.

Geo Batch Code is a great tool that you can use to map the patrons who use each library in your community on one map. You can see how each of your libraries serves a specific area in the community and discover what areas might not be served at all!

If you find better websites or use geobatchcode.com please email or comment and let me know how you use it. And, as always, comment, criticize, and don’t forget to subscribe.