Professional media

摘要

As libraries compete with Netflix, Barnes and Noble, and Starbucks, they must use branding to remain visible in a saturated market. While creating a brand may seem like a daunting task (e.g., developing a logo, tagline, colors, typeface, signage, name tags, and library cards), Doucett (director, Curtis Memorial Lib., Brunswick, ME) has drawn an easy-to-follow road map. Besides clarifying the distinctions between marketing and branding, she advises on who to include in the branding process and explains how to do a brand audit (very helpful!) and write an honest tagline. She also offers tips for working with outside help and outlines common pitfalls. Doucett saves the best for last: Appendix A provides examples of library brands and tells their stories of the branding process; Appendix B is a word list to help your library find a unique tagline (a great resource to get the creative juices flowing!). Other pluses are suggestions for success, frequently asked questions, and end-of-chapter exercises. Highly recommended for professional collections.