Magazine article Information Outlook

The Branding Process. (Executive Outlook)

Magazine article Information Outlook

The Branding Process. (Executive Outlook)

Article excerpt

The focus of this month's Information Outlook is branding. The contributors to this issue have done an excellent job of describing the branding process and outlining several best practices. Branding is a very complicated process; too often, the concept gets entangled with marketing and naming, and the real purpose, intent, and value of branding are lost.

Branding is tied to relationships and perceptions. One of our key successes lies in the interpersonal relationships we form through this association; however, the name of our organization does not reflect that fact. I personally believe that it is time for an organizational name change for the Special Libraries Association and for a commitment to a complete brand strategy.

Take a moment to think about your own professional brand. What does it mean to you? How do you see yourself? What does your brand mean to others? How do you want others to perceive you?

Do you

* Clearly articulate your brand identity? Your brand stands for something and conveys a message. Understanding your own professional brand is a key component of the process. In order for your customers to interpret your brand value, you must be able to clearly articulate your brand identity. Your customers have more information, more choices, and more access than ever before; thus, they have higher expectations.

* Establish a customer value proposition and use it to guide your work? You need to deliver your services in line with your brand identity. Who are your major consumers and what are their needs? …

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