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Strategic Library Branding: Taglines and Brand Messages
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Prerequisites
Brand Names and Touchpoints; Visual Branding and Design
Course description
This is the last of a three-part series of workshops devoted to library and information services branding. The instructor examines the verbal aspects of branding, and how taglines, words, phrases, and other written communications work together to present a library's brand message in the information marketplace. Workshop discussions review brand communication strategies -- from developing messages to approaches for positioning a library service brand, to maintaining brand integrity through stewardship. Participants learn about the verbal tools which can define a brand, what it promises, and why people should care. The workshop features a hands-on activity which builds upon the materials and activities of the prior workshops, providing a personalized learning experience.
Why take this course?
The value and role of focused and consistent written and oral communications is frequently overlooked in library branding strategies. Implementing and "living" the brand requires everyone's participation and mindfulness. A tagline does not make a brand. Instead it takes a set of messages across the full spectrum of communications to establish expectations and suggest perceptions about libraries. If you are a library director, marketing team leader, library communications manager, or otherwise responsible for the brand of your library's products and services, this workshop and the Strategic Library Branding series are for you.
What you will learn
This workshop and the Strategic Library Branding series goes beyond Branding 101. The series focuses on the strategic aspect of branding and the role that it plays in library marketing and communications, both in conventional and electronic settings. The intent is to demonstrate and provide experiences which illustrate how an effective branding strategy involves more than a logo and tagline. The Taglines and Brand Messages workshop considers the steps involved in developing and executing a brand message which is consistent and capable of raising awareness and establishing perceptions of value.
The group exercise requires that all participants bring to the workshop a package of their library's materials, both paper and electronic.
We recommend that you plan to participate in all 3 segments of the series to gain an in-depth understanding of branding and to derive the full benefit of the instructor's knowledge and experience. Each workshop is limited to 12 participants to ensure personal attention to unique branding situations.
Topics covered include
Taglines and Brand Messages include:
- Slogans and taglines
- The brand promise
- Brand differentiation
- Message development and targeting
- Oral and written communications vehicles
- Brand message in advertising and promotion
- Brand stewardship
- Brand audit
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Course details
Course: M 215
Duration: 1/2 Day
Fee:
| Members: |
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154.00 |
| Non-Members: |
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220.00 |
Instructor:
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