So Much To Do… What Should I do First?

So I’ve been complaining about not knowing what to do next. I have my personal life goals sorted out as in this post, and I’m still figuring out my professional goals, but I’m just not sure where to start within my library system because there is so much that I want to do. There are quite a few large projects that I want to take on at the branch I work at right now, but I have no idea what I would do first. So I created this list because people asked me what it was that I wanted to do and also as a way for me to keep track of all my ideas. Let me know what you think!

Volunteering Program
Fully develop a volunteering program that establishes job roles and duties and outlines a training program. Implement this program to create a “staff” of volunteers to relieve staff of some of the day-to-day duties of maintaining the branch to allow them to perform larger duties with more significant results.

Graffiti Arts
The library needs some more modern art… Badly. Currently, the art on the walls was put there in the 80s but its from an African Art collection from far earlier and its representative of the culture of the community as it was about 25 years ago. Since then, the community has drastically changed and some new art needs to be displayed. The Police had a program that encouraged young graffiti artists to use their skills more positively. I would love to partner with this group to paint a graf mural on some of our blank walls.

Establish a Friends of the Library Group
This library has not had a FOL group for approximately 10 years. There are a number of barriers to establishing the group but I believe the need for community outreach and the ability to expand programs and services far outweigh the hardship of the barriers.

Create a Community Newsletter
A community newsletter could help to bring in more patrons for programs and services that are offered as well as notify patrons of new programs and services.

Improve Wayfinding and use of Space
The current configuration of the library does not currently lend itself to efficient wayfinding for patrons. Movement of furniture and better signage can create a useful library space as well as allow access to some of the “hidden” collections.

Simplify the Organization of Digital Information in the Library System
Currently the library system uses a wide number of information systems for communication. For example- staff email, Blogs, Servers, Websites, are all provided via different methods and therefore require a number of different passwords and access systems. Are each of these necessary? Can it be simplified?

Centralized Ordering
Develop and implement a plan for standardizing and centralizing the office supply ordering. The savings to the library system could be significant through the purchase of supplies in bulk and through re-negotiated contracts for larger orders.

Development of instrument collection and system wide music programs
The library could work to provide a collection of musical Instruments for check-out. Specifically, I was thinking guitars but this could be expanded or changed. For example in the library it might be hugely successful to check out Ukuleles. These check-outs would be in conjunction with a series of group classes lasting 8 weeks, during which time the students would have the instruments checked-out to them.

Roaming Reference and Mobile Devices
Develop and implement a plan to utilize mobile technology such as PDAs, smart phones, and other hand held electronic devices to assist in roaming (mobile?) reference and check-outs “on the go.”

Development of a Social Media campaign
Create a more robust online profile for the library system utilizing many of the online social networks and static sites to increase the library’s level of Online Social Capital. This could be done through the creation of a plan at the branch level to increase community involvement, or by creating one larger profile for the entire system.

Text Book Collection
There are a number of schools in the surrounding community served by the library. The library should establish closer partnerships with these groups and provide the services and materials needed by the students. These materials include research, book reports, and textbooks.

QR Codes
So, I’m not sure where I got this idea but I’m pretty sure I didn’t come up with it. I want to place QR codes around the community in significant areas where people can scan the codes to find more information about that place (or activity that occurs in that area) in the catalog. So, for example, books on hiking on mountain trails linked to a QR code placed at the head of the trail.

Weekly #Library Recap of Awesomeness

Here is list of some of the awesome things I’ve seen online about libraries in the last week. There is always so much that I want to go back and revisit but I can never find it again. So, I’m going to generate this weekly list of library awesomeness so that I have a good record. But also, so that you can find out some of the things you might have missed. If I missed something super awesome, please let me know so that I can add it! Thanks team.

Tweets

@Yumalibrary
#onthisday in 1986, a fire at the Central Los Angeles Public Library destroyed 400,000 items.

@ItsGusGus
whens the last time u been to the library tho?!?…they just call em barnes and nobles.. or borders now huh?

@melissabrisbin
Great study from Gates Foundation on importance of electronic access & library patrons, when NJ is facing 74% in cuts. http://bit.ly/a1unuZ

@Sara_Mooney
So… if you want a library job, apparently Harvard is the place to be. 12 jobs posted on @higheredjobs today!

@JeffCoLibrary
This summer our library is reading this book for a special event called “One Book, One Twitter!” Join us!

@mrschu81
Mental Floss posts links to things happening at libraries around the United States. http://www.mentalfloss.com/blogs

@karenneves
5 great tutorial websites to learn how to do something: http://is.gd/bIQwM #yam

Blogs

21st Century Library Blog
I just found this blog, forgive me… But its filled with awesome!

Finally, good news on the library funding front!

Other Nonsense

The most ecologically sustainable way to read your books is still a walk to the local library

Awesomeness in Iraq! Cool story

If you are planning any awesome CA Bay Area Library events, don’t forget to post them on the facebook page !

Why Harry Potter is evil
Well… on her list of reasons why its evil… The Latin language HAHAHA

Awesome Friday Library Fun! #library #ala10

Alright team… Say you’re sitting in your office or at home and need to waste about 30 minutes on some library “related” videos. For this, I have just the thing you need. May I present Silent Library? Silent library is a Japanese game show set in a library where contestants must partake in humorous antics without making any noise. Because… Ya know… They’re in a library. I’m pretty sure that it’s the least complex game show of all time and it will only take you a couple of seconds to figure it all out but this first video will give you the general idea.

This is my favorite one…

But for more hilarity and library antics here’s the link to the youtube search results for Silent Library. Have fun team.

Yet Another #libday4 Blog Post…

I noticed this day in the life of a library thing going around on Twitter and thought I’d take a couple stabs at it and see what happens. However, while I love being a librarian I don’t really think it defines me, nor do I think it defines all of us librarians out here. So I’m going to include my whole day and not just the part where I’m a librarian.

Unlike most folks, Mondays are probably my favorite day of the week. I’m well rested, I don’t have to be at work until noon because I work the late shift on desk, and I get my week all set up. So the day started around 7ish because I completely lack the ability to sleep in (even on weekends, when I feel I should). I typically don’t get out of bed for a while and this morning was no different. Instead I lay around and catch up with all the blog posts from the East Coast librarians, check my Facebook account, scan through some tweets, and finally get out of bed after thinking really hard about writing a blog post of my own.

This morning I went to the gym after not going for the last month which was really nice. I figured out I could read while using the elliptical because there’s a place that holds my book fairly securely. Today I was reading “Cape Horn: The Logical Route” by Bernard Moitessier and this book was blowing my mind (for anyone who doesn’t know, I’m a big sailing fan). I almost didn’t get off the gym equipment because it was so good. I’m not a book reviewer so I won’t try to say much about it except that if you’re a sailor, you should check it out at your local public library.

After the gym I walked back to my apartment reminding myself that I need to cancel my 24 Hour gym membership because this gym is in my apartment. But of course I haven’t done it yet. Instead, I sat around for a couple hours and played guitar a little louder than my neighbors would appreciate I’m sure. I also thought real hard about kicking my roommates cat around (I’m NOT a cat loving librarian) but I decided we can just maintain our uneasy North Korea style truce instead. Besides, he has stayed to his side of the room for most of the morning. But, I KNOW he’s planning some kind of tactical assault and I still don’t trust him.

Anyway, after our stare down I did all of the get ready for work stuff and finally made the drive in to the library where I am the branch manager of a small library in East Palo Alto. Because its Monday, I had a couple of specifically managerial tasks to complete like approving time cards from the last week, signing reimbursement forms, approving trainings, and reading through some of the stuff in the Branch Manual because I’m fairly new to this library system and I’m still learning a lot about everything that goes on here. I also spent a couple hours answering emails, planning the redesign of our staff workroom and coordinating a couple of aspects of that large project. And finally, I did some research for the guitar class program I want to hold here in the summer. Throughout this time I also check Twitter frequently because everyone I follow is a librarian and there are so many librarians doing amazing things and I like live vicariously through them by reading about it in the twiterverse. The other big project for me is that I am running for ALA Councilor this year. So, to make it official, I walked over to the post office and dropped off my petition and submitted the rest of the forms electronically.

What is nice about this job is that my staff speaks Spanish and most of the patrons here speak Spanish too. So I always try to squeeze some time in to study a chapter or two of a Spanish textbook that was dropped off at the library. I also have my headphones on and a Spanish audio book called “Cajas de Carton” playing while I do my work. I always think I’m doing pretty well until someone who really knows how to speak Spanish starts talking to me and I realize I’m not very good at Spanish at all.

So now, I’m spending the last two hours of the evening on the reference desk, answering patron questions (in Spanish when I can), ordering DVDs, using our online Spanish Language tutorial, and straightening up the library shelves whenever they need it. So far… A pretty fun day! And I still get to go home and play some more guitar and listen to some good music with my roommate.

Blogged: Beer and Burgers with John Berry at Bukowski’s in Boston (who says alliteration is dead?)

ALA midwinter brought about many great experiences and I met amazing people who I have admired for a long time. I saw a couple of great presentations, finally met many of the great people that I’ve been following on Twitter, and networked with people who are challenging me to be a better librarian. However, as the post #alamw10 excitement wears off, I’ve been struggling to find something to write about. While many of my experiences were fun and exciting and everyone I met was amazing, one of my favorite experiences was sitting with a man that some people in the profession love and a man that has ruffled more than one feather in the library profession; John N. Berry III

Before the conference I really had no concept of who John Berry was. I definitely knew his name, I’ve read his blog, read some his articles in library journal, and definitely know about him from some of the musings of other librarians, writers, and bloggers who have expressed both love and contempt for the man. But really, I never took the time to see who he was, had no idea what he looked like, why he is such a prominent figure in American libraries or why anyone even knows his name beyond his blog and articles. In any case, I hope you understand how embarrassing this is for me to admit that I didn’t know who he is now that I do know.

So, when I had the opportunity to meet him at the Emerging Leaders Reunion and Social at J.J. Foleys I was a little confused. One of the fantastic people who I had met at previous conferences was talking to an old man at a bar and when I came to say hi I was told, very solemnly, that THIS was John Berry! I was told this as if I should have some idea of who he was. I really had no idea who he was, not putting the blogger/writer (whose name I did know) together with the old man sitting at the bar (who I didn’t know) drinking hard liquor and happily chatting with everyone around him. So I stood there at the bar and patiently half-listened to him talk about whatever it was he was talking about at the time. After a little while he told me I should go to the reception for the Librarian of the Year that was happening the next night. Well, I smiled and nodded and pretended to put the information in my phone and walked away to meet some other of the Emerging Leaders at the social and didn’t really think about it again.

At least until the next day at the Tweet-up for YA and Children’s librarians when I saw him walk by and someone in his entourage turned to see me looking at him and said “Yes! THAT was John Berry!” Again, as if I should really know who this man was and admittedly I should have known by now. But I didn’t know and I was getting pretty curious as to why everyone else in the world seemed to know who he was. Luckily, I had yet another opportunity to meet him.

That night a few of the people I knew at the conference told me that they were going to the Librarian of the Year social and since I had heard about it from so many other people at this point, I thought that I might as well go. Because so many people had told me about it, I was surprised by the low number of librarians present. It turns out that this was a fairly exclusive party and in all honesty I really had no business being there at all. In fact, one of the people at the party made it a point to figure out why I was there, and when I could produce no real reason she glared at me as if I had just crashed a reception at the white house. So I stood, off to the side, trying very hard not to get kicked out, and there was Mr. Berry talking to >Josh Hadro who is the associate editor of Library Journal and Nate Hill who runs the blog for PLA (who I name here because I feel I should thank them specifically for this opportunity). Luckily, before I could really embarrass myself these two good folks filled me in as to who exactly I was talking to and finally everything made sense, except for why I hadn’t put together who this man was before I started talking to him.

As the night progressed I had the immense opportunity to really meet John Berry. We talked about my thoughts on Library 101, who should be asked to write for Library Journal (as if I have any idea at all), who we all thought the Annoyed Librarian might be, and generally what we all thought of the profession as a whole. He challenged my opinions, joked and poked fun (in a good way) at my inexperience in librarianship, said some things that I know where just said to ruffle some feathers and make the conversation interesting, and throughout the entire time he was more than an interesting person. So when we had the opportunity to move the conversation and eat burgers and drink beers at a dark hole in the wall called Bukowski’s (thanks entirely to Nate) I jumped at the chance. And, for the next two hours I sat transfixed by stories and opinions about everything from librarianship and politics to Allen Ginsburg, Malcolm X, and so many others that I lost count or reference. I’m not going to pretend I can remember or retell any of the stories he told us that night and I’m ashamed to admit that I don’t remember every word he said but he was wealth of institutional knowledge and it was a night of live oral history as I’ve never experienced.

So, while you may have your own (good or bad) opinions of the man from his blog posts and articles I encourage you to take the time to meet him (buy him a drink) and listen to the story of librarianship as told by John Berry. I just hope someone takes the time to write a book about this historical archive of our profession.

Super Radical Food For Fines Guidelines !! #library

Food For Fines
Food for Fines
Its the time of year that many libraries are promoting a food-for-fines campaign and I wanted to make sure I had my little say in the matter. I didn’t realize how passionate some people are about how radical these guidelines were until I posted this on a listserv and got some really angry emails back!! But, I have noticed some kinds of craziness with the rules and obligations put forth in the campaigns that I really have a problem with so I’m putting my little thoughts and experiences out there.

Here are the guidelines we put forth at my previous library:

1) Materials had to be returned to get the overdue charges removed, I.E. no paying for lost/missing/damaged items with food as we would have pay to replace the item anyway.

2) Food couldn’t be expired or damaged and it had to be non-perishable

So, if you returned your items (no matter how late) with some food (no matter how much) we would wave your fines. We got so many materials returned with a can of food or two that I can’t imagine what we saved in the cost of re-ordered and re-processed materials. Also, it was fantastic PR!

Sure, some people returned their materials with a package of Ramen Noodles and got 20-30 dollars of fines waived, but we got the material back, we got the food, and got the patron to come back to the library. Really it was a WIN, WIN, WIN situation. I would also like to point out that for every person who brought in 1 package of ramen noodles or the like, we got people who didn’t owe fines bringing in food for the local community pantry that we were donating the food to and we also got people bringing in WAY more food than their fines were worth. I can’t figure out a bad angle to look at this from, and I tried!

Also I am reading that there are quite a few libraries saying 1 can of food is equal to one dollar in fines. I just got back from the grocery store and I don’t think I saw any cans of food that were only 1 dollar. This might make it even harder for some folks to bring materials back, or donate. I think we have to focus on what the goals of the program are. For us it was;

1) Get materials back so we don’t have to re-purchase/process them.
2) Have the patron come back to the library.
3) Gain some positive PR and build up our social capital.
4) Do some good.

I think we achieved it all! The campaign was an astounding success, we got thousands of food items, and hundreds of items returned that we might not have gotten, and we got some great press! Good job team!

Internet Librarian 2009, My Motorcycle, Vlogging, and Blogging for PLA!!!

Internet Librarian is a conference I have been wanting to go to for a couple of years now but I’ve always been committed to other conferences throughout the year that took up large amounts of my conference going budget. This year though, I have a new job as a branch manager that pays well enough and offers some financial assistance to attend various conferences thus allowing me to attend the ones I typically go to AND Internet Librarian! Needless to say, I’m pretty much a librarian geek and conferences really get me all excited. So what am I doing to prepare?

Well, one of the first things I’m doing is twitter stalking other folks that are going to the conference. Hopefully, they’ll stalk me back and we can get a kind of secondary cyber conference going. So every couple of hours or so I’ve been checking in to twitter to follow other folks who are going. I’m hoping that I can find out about some of the other sessions even though I didn’t attend those and maybe go to some tweetups around Monterey and geek out with other librarians. So if you’re a twittering librarian feel free to let me know you’re attending so I know to follow you!

FYI- The hashtag for Internet Librarian is #il2009 and I only recently figured out that it WASN’T #ili2009. That hashtag was for the international version of this conference in London.

A Sweet conference commuter!
A Sweet conference commuter!
Because I live in San Jose and I’ve worked in Monterey while living in San Jose, I’m fairly familiar with the commute between the two cities. Also… I’m cheap. So instead of paying the money for a hotel room for the conference I’m going to be commuting. This commute will be fun though because I’m going to be driving my motorcycle and the drive along highway 1 is spectacular and the weather in Monterey is always perfect. So in preparation I’ve gotten a tune up on my bike, new tires, oiled my chain, etc… (it probably would have been cheaper to just get a hotel and drive my car) and now I’m all ready to make some beautifully scenic morning and night drives along the California coast.

Flip Camera
Flip Camera
I’m also going to buy a digital video camera of some kind. I’m thinking of getting a Flip because of the great reviews and the price. Hopefully, I’m finally going to be able to add some new video to my youtube channel, Facebook, and this blog site. If there is a wireless connection at the conference site I might be able to upload multiple videos throughout the day. So if you’re one of the people like me who’s tired of all this reading, hopefully, you’ll be able to just watch the video instead.

Lastly, of course, I’m trying to figure out what I’m going to attend. Unfortunately, it looks like I am going to have to miss Saturday’s Library Camp and Sunday’s Gaming and Gadget Petting Zoo (Boo!) but so far I am going to be following these tracks.

Monday:
Track B: “Social Media, Leveraging Web 2.0”
B101: iGoogling With the Library: Customized Omnipresent Homepages
B102: Creating Connections & Social Reference in Libraries
B103: Micro Interactions, Conversations, & Customers: Sweet Tweet Strategies
Julie Strange
B104: 2.0 Too: Web Services for Underfunded Libraries
B105: Evaluating, Recommending, & Justifying 2.0 Tools
Marydee Ojala
B106: Sneaking the Social Web Into Your Library & Going Beyond 23 Things

Tuesday:
Breakfast at the Marriot for “Meeting the End-User’s Expectations”
Track C: Mobile Trends & Practices
C201/C202: Dreaming, Designing, & Using Mobile Library Platforms
Matt Benzing
R. Toby Greenwalt
C203: Putting Your Library on a Mobile Phone
C204: Mobile Marketing
C205: When Students Go Mobile
Kristine Ferry

Wednesday
Track C: Cultivating Innovation & Change
C301: Every Library Should Have a Sandbox to Play In
C302: Persuasion, Influence & Innovative Ideas
Nicole Hennig
C303: Pecha Kucha: Innovative Practices
Nicole Hennig
Steven Harris
Steven Harris
Amy Affelt
C304: Retooling Technical Services for the Digital Environment
Doris Small Helfer
Brad Eden

Overall I think I think I’m going to have a great time! There are so many other tracks that would be fantastic to see but I think I just need to stick to what I have and go with it. If you’re a dork (like me) and are interested I will be blogging for PLA on their site, twittering, and I will be posting videos here from my youtube channel. If anyone has any other suggestions for good times at Internet Librarian, I’m always game to change my plans, meet some good folks, and have a good time! And, of course… Don’t forget to check out Compagno’s for the biggest and best sandwiches of ALL TIME!!

7 reasons NOT to create a Blue-Ray collection in your #library

Blue-Ray formatted discs are cool and many of the patrons in our libraries are asking for them. But it’s my opinion that there are quite a few problems with creating a blue ray collection in your Library. To explain why, I came up with seven reasons not to purchase Blue-Ray format discs in libraries.

Compatibility
1) Blue-ray players are backwards compatible with DVDs, but DVD players will not play blue-rays.

Patron Investment
2) If you invest in blue-ray discs, the investment for the patron is that they need to have a blue-ray player to access your collection. Also, to really gain a value in quality for a blue-ray player, a person must also purchase a Hi-Definition television. I don’t think there is yet a critical mass of patrons with both a Blue-Ray player and a Hi-Def television to necessitate a Blue-Ray collection. However, as DVDs, players, and televisions have become fairly ubiquitous there typically is no new investment needed for the patron by only providing a DVD format.

Added Value
3) Blue-ray DVDs don’t really add anything to the value of the information contained in the item. For example, a documentary on Sharks is still the same documentary in Blue-Ray as it is in the original DVD format. In other words the quality of the information doesn’t improve with the increased number of pixels.

Exclusivity
4) There is yet to be a significant number of films that are only provided in the Blue-ray format. Typically, if it’s available in Blue-ray, it’s also available in DVD and the DVDs can be played on a patron’s Blue-ray player.

Longevity
5) What is the Blue-Ray format longevity? I’m not sure, but it seems to me that we are going to pass over Blue-Ray fairly quickly and we are fast moving towards movies on demand via computer downloads and cable networks. (I can’t remember the last time I purchased a physical copy of a movie in any format) In these cases, an even higher quality film can be provided digitally as the amount of information is not limited to the space available on a Disc nor would a person have to worry about scratches or other damages to the disc.

Cost
6) The cost of a Blue-Ray disc is still much higher than the cost of a DVD.

Durability
7) Blue-Ray discs don’t solve the fundamental problem with discs and that is that discs scratch, warp, crack, get dirty and otherwise become unreadable with the severe treatment of them from our patrons. This means that replacement and maintenance costs will be dramatically increased with the new format.

So, if it were my decision (luckily, it’s not my decision in my current position) I would hold off on purchasing Blue-Ray DVDs unless you are in an area with a patron demographic that has the investment capital to purchase the resources necessitating blue-ray format movies (player and television), or the Blue-ray format price comes down and a critical mass of people starting using the format exclusively as happened with the switch from VHS to DVD, or movies become available only in the Blue-Ray format. Except for the “cool” factor I don’t see much added value for the library with the inclusion of such a costly collection. Of course, I could be wrong. What do you think?

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

Live the Message

Remember the brand name is also a promise about the library’s services to the community. Because of this that promise can never be broken. It must be shown through not only the brand image, the logo, the advertising, but also through the person-to-person interactions with the public while they are in the library. Any action that takes place in the library where a customer interacts with a librarian is an example of the pledge to maintain the promise of the library services. This means that every librarian on duty at all times must fully understand what the brand image that the library is attempting to project is and work every time with every customer to continue telling the story of the brand to the customer. By understanding that the staff has the ability to make or break the brand (as shown with the Abercrombie example earlier) they can make better decisions about their interactions with the patrons.

Measures and Measurements
Once the brand has been established and the plan is put into effect the job becomes one of continuously measuring the brand’s equity against that of the competitions and against itself. This measurement can be done through a number of ways. It can be accomplished through a variety of market research methods such as conducting market surveys, studying the sustainability of the library brand, and conducting focus group research to get an idea about the public’s perception of the library in their community. If it is found that the results of the measures are not the same as the library would like then the process becomes one of measuring the weakest areas for possible improvements and making adjustments in order to make those improvements. This is an ongoing and continuous process for the maintenance of the brand’s image and should not stop once the measures produce the desired results. If the desired results are found then the measurements must continue so that any noticeable slippage in the opinions of the public can be acted upon immediately to re-improve the brand’s image.

Conclusion
With a well-branded image of libraries the public can be given a sense of the importance of the library within their community. This kind of definition of image can lead to a number of benefits for the library including an increase of circulation and use as well as the potential for a renewed interest in the services of the library within the community. This in turn can lead to improved voting records for the library and eventually the potential for improved funding.

References

Allbusiness (2006). What is a brand? Retrieved November 17, 2006 from
http://www.allbusiness.com/marketing-advertising/branding-brand-
development/416-1.html

Chominskey, Dennis (2002) Cyberbranding essentials. Retrieved November 13, 2006
from http://www.phptr.com/articles/article.asp?p=30023&rl=1

Dempsey, B (2004). Target your brand. Library Journal

Gobe, M. (2001), Emotional Branding: The New Paradigm for Connecting Brands to
People. New York: Allworth Press.

Hendry, C (2006). Create your own brand. Wards Dealer Business

How to create a logo (2006). Retrieved on November 10, 2006 from
http://www.hotwebdesigntalk.com/logo-brand-identity/8-how-create-logo.html

Kirkendall, C. A. (1986) Of Princess Di, Richard Dawson, and the Book Review Digest
Research Strategies

Kranich, N. (2001). ALA at your library. Retrieved on November 13, 2006) from
https://cs.ala.org/@yourlibrary/nancymessage.cfm.

Lindstrom, M (2005). Brand Sense; Build powerful brands through touch, taste, smell,
sight and sound. New York; Free Press

Muniz, A. M. O’Guinn, T. C. (April, 2001) Brand Community. Journal of Consumer
Research

Roberts, K. (2004), Lovemarks: The Future Beyond Brands. New York: Powerhouse
Books

Schau, H. J. ( March, 2005) Religiosity in the abandoned. Journal of Consumer
Research

Walker, S. Lawson, L. V. (1993)MC Journal: The Journal of Academic Media
Librarianship, v1 no.1, Spring 1993:16-28

Underhill, P. (1999) Why we buy; The science of shopping. New York, Simon and
Schuster

All Previous 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

Branding Libraries: Step 6 – Tapping into Emotion

As pointed out earlier, perhaps one of the greatest areas of improvement would be the inclusion of emotional content in the creation of a library brand. To do this we must develop emotionally accessible attributes for the brand. This means that the brand should readily tap into the target market’s psyche and evoke an emotional response.

To look at the business model literature we can see a very large discussion of the importance of emotional branding. In fact, “over the last decade, emotional branding has emerged as a highly influential brand management paradigm” (Gobe, 2001). This is in large part because connecting the products to the emotions of the consumers creates a more experiential experience of the product. By doing so the consumers connect to the product and the product itself becomes a part of the consumer’s identity. Therefore, for a consumer to leave to brand would now mean that the consumer loses a sense of identity. In this way “emotional branding is a consumer-centric, relational, and story-driven approach to forging deep and enduring affective bonds between consumers and brands” (Roberts 2004).

The idea of the library as a community driven organization can actually work to benefit the creation of the brand identity. This is because “proponents of emotional branding proclaim that this high degree of consumer passion is seldom, if ever, cultivated through rational arguments about tangible benefits or even appeals to symbolic benefits, such as heightened self-esteem or status” (Gobe 2001). Instead we see that “these potent consumer–brand linkages typically emerge when branding strategies use narratives and tactics that demonstrate an empathetic understanding of customers’ inspirations, aspirations, and life circumstances and that generate warm feelings of community among brand users (Muniz and Schau 2005).

Where better to generate warm feelings of belonging and community than within an organization that has this as its main goal. The library should be presenting in a continuous narrative to the consumers that the library is not only a community-centered organization but also that when they use the library the users are a part of the community. They belong to the community, and the library is their key to that sense of belonging. So how can this story be told?

I would argue that perhaps we can convey this message through partnerships with the community, or through partnerships with other community organizations. These partnerships would have to be with organizations with similar goals of the library such as education, community building, literacy, etc. If the library partners with organizations that do not have the same goals then it is possible that the story gets confusing or diluted and the brand identity of an organization as a place in jeopardy since the consumers will no longer understand the story being told to them through the brand story.

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