Social media and new digital channels ensure that our connected world is always evolving. Branding in the commercial environment is no longer about projecting a message to an audience, it is about connections between people. This is where the traditionally commercial role of branding and the role of libraries converge. Libraries are still about books, knowledge and ideas but both the format, the medium and the modes libraries work across have expanded exponentially. Embedded in this expansion are the ways in which the library connects with people and more importantly, the ways the library connects people-to-people, ideas-to-ideas, needs-to-needs. Advertising agencies are no longer isolated in silos working to a brief provided by a company CEO, they are getting into the shoes of a company and into the shoes of the customers, connecting networking, working across platforms, focusing their message, and co-creating with their clients.
This is where libraries have always been and where they are ideally placed to meet the needs of patrons in a connected world. For libraries, branding is an important piece to this puzzle and is an often neglected one. Branding a library is not about projecting a new modern face and it is not about sending the right message. The message is what libraries do. In this context, branding is about making connections between what people do and what libraries do. Libraries do things in society that no other organisation or system does. Libraries offer an experience, a collaborative space, an inspiration, and a story that no other physical or virtual space offers. Leveraging branding and marketing strategies offers useful insights into how libraries can make more authentic and meaningful connections within the community.