What are you all about?

Interesting article featured on Forbes.com Monday about brand identity and how some companies like Coke have muddled their personality with too many confusing brand images.  The author argues that sticking to your positioning strategy for the long haul pays off.  I’d have to agree.  Consumers are overwhelmed with marketing messages, a problem that’s made worse by fuzzy brand identities.  If you can find a brand that captures what you’re about and be persistent with it, people will be more apt to instantly recognize you and your message.  I do think that libraries, like business, have their own personalities.  When I walk into different libraries, I usually find a distinct “feel.”  Portraying that sense through branding could go a long way toward helping our promotion efforts.  Doing so usually starts with finding out where patrons currently position us and then repositioning that image as necessary.

For those of you in my neck of the woods (Maryland, Virginia and D.C.), you may be interested in some related CAPCON courses on the subject taught by Chris Olson (author of Marketing Treasures).  Sessions include Branding 101 and Planning Library Promotion Campaigns.