It's all about soul

Did you know that brands have souls? At least, that's what one marketing consultant argues. According to her, "brand soul" is "a company's ability to connect with consumers by building affection for its product or service...It's not just about the product but about the company's general philosophy -- one that the consumer hopefully comes to believe in." Libraries are overflowing with soul, as librarians continue to stand up for important principles and patrons' rights. Given that most people associate libraries with books, it seems as though we're not communicating the spirit of libraries very well. When we think about branding, its important to recognize the emotional relationship people have with brands. I think a good place to start is by taking a close look internally at the personality of the organization as a whole so we can communicate that to patrons.

Categories: usable_theories