‘‘ H
OW visible have you and your library and information service been during the pandemic when
working away from your usual workspace?
Retired Professionals Group (RPG) members have been looking at the subject of branding and how it can help library, information and knowledge professionals respond to recent challenges and maintain their impact on colleagues, customers and other stakeholders. Although branding is intangible it should nevertheless be recognised as an important part of your marketing effort.
What is your brand?
The Chartered Institute of Marketing (CIM) defines a brand as “the set of physical attributes of a product or service, together with the beliefs and expectations surrounding it – a unique combination which the name or logo should evoke in the mind of the audience”.
A brand adds real value as it elicits an emotional response from others and is a powerful tool for building relationships.
Interbrand found Apple to be the most valuable brand: “A strong brand impacts on key stakeholder groups that influence the business growth – current and prospective customers; employees, and investors.”
Characteristics of strong brands:
l influence customer choice; l create loyalty; l attract, retain, and motivate talent; l lower the cost of financing.
Library and information services need to develop trust, build reputation and demonstrate return on investment irrespective of their sector or location. Visibility plays a large part in this, so when physical visibility is impossible, it is important to reinforce your brand visibility in other ways.
April-May 2021
The positive associations provided by branding is critical for library, information and knowledge professionals...
A recent Harvard Business Review article looked at the latest branding challenges, and found that “as people move beyond the current mode of survival, the momentum behind digital-experience adoption is unlikely to reverse as people are forced by circumstances to try new things”.
Leveraging your brand
Library, information and knowledge professionals work in such varied settings that approaches to marketing will vary greatly.
Members of CILIP RPG have come up with some suggestions as to how to make the most of your brand:
l Make social media works for you and your organisation: a social media presence can be a life-line and critical for staying visible and in touch but is not suitable for every organisation
l Look at all of the places where you and your services have a presence. Make sure that branding and tone is consistent and aligned with organisational values
l Be authentic – make sure that your deeper values and beliefs (i.e., your “true self”) are aligned with your actions
l Provide value: sell benefits rather than features
l Network in person and online: you are valued as a trusted advisor. Amplify yourself and your services – take the essence of who you are and the value you add and be creative in sharing with others
l Use your expertise – do not underestimate the value of your skills and experience.
Branding and customer confidence During the pandemic the support and networking provided by professional groups has been invaluable in providing reassurance.
In the case of CILIP for example, the various networks, conferences and
Ian Orton, Senior Library Professional and RPG Chair. To contact the group at
chair.rpg@cilip.org.uk.
webinars have given a great sense of professional community and helped to maintain trust in the CILIP brand. The positive associations and deep connection provided by branding is critical for library, information and knowledge professionals and the services they provide. Your brand determines how you are perceived by others. Building a strong brand can help you secure the funding that you need, increase your influence and help to generate better outcomes for you and your organisation.
Build your networks
Amplify yourself and your services by networking online and in person. As a CILIP member you can join any or all of the regional networks, devolved nations or special interest groups (including RPG) free of charge. See the list of CILIP groups that you can join at
https://tinyurl.com/Cilipgroups (login to CILIP website required). There is a separate process for signing up to receive email updates from CILIP groups and you can find the updates subscription page (including updates from RPG) at:
https://tinyurl.com/Cilipupdates. RPG welcomes feedback and questions from across CILIP and beyond. You can find us at: https://tinyurl. com/CILIPRPG – or email us at: chair.rpg@
cilip.org.uk. IP
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