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Everywhere we look we see brands, logos and the vestiges of corporate identity. Our customers live in a branded world. But how much consideration do we give the library brand?
Benefits of attending
This session will help you to rethink what your library means in this context and how to revitalise your service’s brand.
By the end of the course participants will:
- understand what branding really means and its importance in a marketing context
- reflect on what ‘the Library’ means to our customers and what it can mean
- explore how segmentation, targeting and positioning are part of brand development
- understand the importance of developing appropriate and consistent brand messages
- see how even negative brands can be revitalised
Who should attend?
Senior managers who devise or influence library policy, including the development of the library brand at a strategic level.
Staff responsible for co-ordinating library marketing, including the implementation of branding strategies at an operational level.
Programme
| Registration & coffee |
09.30 |
| Start |
10.00 |
| Lunch |
12.45 |
| Close |
16.00 |
- What is ‘branding’ (and why is it important)?
- What is ‘a library’ (and is it important)?
- The ‘promise’ – different things to different people
- The service – one size does not fit all
- The pretty pictures – why looks do matter
- Changing brands
- Bringing it all together – branding on brand
Places are limited to: 16
Course leader: Antony Brewerton
Fee
CILIP personal members: £240 plus VAT £282.00
CILIP organisation members: £290 plus VAT £340.75
Non members: £340 plus VAT £399.50
Updated: 16 July 2008