Brand Strategy project: Aloha Community Library

The slides that follow summarize the activities associated with identifying the brand and slogan of the Aloha Community Library in Aloha, OR.

The Library, founded in 2011, is a privately-funded nonprofit entity that is still creating its identity in the marketplace as it moves towards public status. As the beginning stage of a complete marketing and digital marketing strategy overhaul, I led the Board of Directors and Staff through Branding exercises and, ultimately, the creation of a defined Brand.

Aloha Community Library

Brand Strategy Creation

Completed July 27, 2015

Prepared by CR Creative Marketing StrategiesAloha Community Library Association

Contents• Project Overview• Project Objective• Project Exercises with Results• Project Execution– Core Brand Attributes and Definitions of– Branding Message / Slogan

• Project Wrap-Up Notes• Appendix: Raw Exercise Data


Project Overview

Summary• ACLA, as Aloha’s library offers community

engagement, supports youth and family, celebrates diversity, and offers a relevant collection of materials, technology and access, is looking to create its brand identity and expression to present itself as a brand that brings people, information and ideas together.


Project Overview

Business• ACLA is a local library that is driven to serve as

a gateway to lifelong learning and enrichment for its community


Project Overview

Vision• To provide open access to informational,

technological, and cultural resources through our services, material and programming.


Project Objective

To create a distinct Brand Identity

• That will accurately represent the entity• That will be consistent across all mediums• That shall highlight the core attributes of the brand• That will stand out and bring credibility to the brand• That will be scalable over time (mostly visual)


Project ExercisesCategory Attributes Category Colors


ReliableCommunityWelcomingExploratorySmartFriendlyEducationalConnectiveRelationalKnowledgeableHelpfulCulturalDiverseProceduralQuietFocusedResourcefulCozyWarm

ReverentFunCentralInvitingInformationalExcitingEngagingDelightfulJoyfulInstructionalSafeMagicalComfortableLocal

MaroonGoldBrownDaylightBlueBlackWhite

Project ExercisesHow do we view the ACLA?Single words, no nouns or verbs


Word Groups, in order of frequency used

Welcoming/Inviting/Friendly/Kind/Warm/Engaging

Innovative/Creative/Resourceful

Helpful/Resourceful/Informative

Community-Oriented/Safe

Aspirational

Inspirational

Chris Robisch

Most frequently cited words in exercises

Project ExercisesHow do our patrons view the ACLA?Single words, no nouns or verbs



Welcoming/Friendly

Helpful/Informational

Convenient/Available/Accessible

Resourceful

Local

Necessary

Chris Robisch

Most frequently cited words in exercises

Project ExercisesHow do we want our patrons to view the ACLA?Single words, no nouns or verbs



Welcoming/Inviting/Friendly/Engaging

Community-Oriented/Safe/Integral/Diverse

Helpful/Informative/Knowledgeable/Useful

Creative/Innovative/Resourceful

Stable/Established/Reliable

Unlimited/Boundless

Fun

Cultural

Loved

Accessible

Chris Robisch

Most frequently cited words

Project Exercises


Combined Word GroupsWelcoming/Inviting/Friendly/Kind/Engaging/Warm

Helpful/Informative/Informational

Community-Oriented/Safe/Local/Integral/Diverse

Innovative/Creative/Resourceful

Stable/Established/Reliable

Convenient/Available/Accessible

Unlimited/Boundless

Fun

Aspirational

Necessary

Cultural

Loved

Inspirational

CoreAttributes

Chris Robisch

By far, the most frequently cited words by staff and Board during exercises.

Project ExercisesOur Approach

ACLA, the new brand, should be built on the attributes that are:• Relevant to our category• Reflective of our Brand• Appealing to our stakeholders, internal and external• Creating the Brand Promise, Behavior, and Practice involves

utilizing the ACLA-Descriptive Word Groups and their derivations (or synonyms)


Project ExercisesBrand PromiseA declaration that one will do something specified. Ground for expectation of success, improvement or excellence. HINT: What result do you want ACLA to deliver to patrons?

What is the brand promise? One word answer

• KnowledgeHow will the ACLA fulfill this brand promise?Single sentence or statement

• “Delivering knowledge through friendly and engaging actions.”



Project ExercisesBrand BehaviorThe way something moves, functions, or reacts. HINT: What constant activity, or tone of, do you want to be evident to the patrons?

What is the brand behavior? One word answer

• InspiringHow will the ACLA fulfill this brand promise?Single sentence or statement

• “Fostering inspiration through appeal, innovation, and connection.”


Project ExercisesBrand PracticeTo be professionally engaged in. To do constantly as part of one’s ordinary life.

What is the brand practice? One word answer

• CollaborationHow will the ACLA fulfill this brand promise?Single sentence or statement

• “Empowering collaboration between tools, knowledge, individuals and community.”

Project Exercises

Brand Promise

Brand Behavior

Brand Practice

+ +

Knowledge Inspiring CollaborationDelivering knowledge through friendly and

engaging actions

Fostering inspiration through appeal, innovation, and

connection

Empowering collaboration between tools, knowledge,

individuals and community

Core Attributes


Project Exercises

The Grand Idea

“Collaborating to Inspire Knowledge”

Brand Practice(+ing) to Brand Behavior Brand Promise


Project ExercisesHowever, we must dig deeper…

To inspire real knowledgeWe first need to inspire a community.

To inspire a communityWe first need to inspire individuals.

…And to inspire individualsWe need to be inspired with a mission.


Project ExecutionThe Grand Idea Completed

To inspire real knowledge…We need to be inspired with a mission.

And this is exactly what we are all about…

Inspiring people within our diverse community to acquire knowledge

This is the new slogan


Project Wrap-Up Notes• We now have our Brand defined:– Personality (i.e., attributes)– Voice

• Promise, Behavior, Practice• Slogan

• Chris working to have new visuals created– Primary Brand Colors for Logo:

• Yellow-Gold, Blue-Light Blue, Light Green, Grey – Primary Brand Font Class for Logo:

• Serif fonts, such as Trajan, Georgia, Palatino

• Other work on Brand visuals in progress and will be ongoing


AppendixHow Do We View the ACLA? Original Answers below



AppendixHow Do We View the ACLA? Grouped Answers below


AppendixHow Do We think Patrons View the ACLA? Original Answers below


AppendixHow Do We think Patrons View the ACLA? Grouped Answers below


AppendixHow Do We Want Patrons to View the ACLA? Original Answers below


AppendixHow Do We Want Patrons to View the ACLA? Grouped Answers below


AppendixFinal Grouped Core Attributes from Answers to Questions


AppendixSynonyms and Possibilities to Words/Word Groups

Words and their synonyms used to create final Core Attributes, definitions and slogan


Appendix

Brand Strategy project: Aloha Community Library

Marketing

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