February 17, 2018

Library Rebranding

Today I was fortunate to have a conversation with Tina Thomas of Edmonton Public Library. EPL recently rebranded themselves. And while I don’t have all the details, I can send you in a couple of directions for more information. Bottom line: they’ve done a good job of focusing their message and synthesizing what EPL means to their community.

I love one thing Tina had to say: “through customer-based research we figured out what customers want to hear from us.” Traditionally libraries focus on what they think customers want. I hear: “we have so many great resources, we need to tell people about them”; EPL flips that on its head and defines itself based on what their customers need to hear: what are customers looking for that allows them to hear what EPL has to say?  A great marketing approach.

Check this out: spreadthewords.ca.

Tina shared a couple of other things:

1.      EPL Shared Values – Who we are and what we value: In order to develop a brand that truly represents us and resonates with both staff and customers, we needed to better define what unique value we provide. To achieve this we developed a refined view of our shared values leveraging a tool called a values wheel. Enclosed is our shared values statement that puts words behind our values and a link to the video that brings it to life. EPL Shared Values: http://www.youtube.com/watch?v=jyhgPgKAB5A

2.      EPL Brand Mark and Promise: Our new logo and promise were developed based on a solid understanding of who we are and the value we provide to our customers. Talking about their new mark EPL says: 

Strengths of our New Brand

Our new brand and mark are a better reflection of who we are, what we value and what we do. It will help bring unity and consistency to how we represent ourselves internally and externally.

  • Current, colourful, smart, innovative and aspirational. It evokes a feeling and emotion about EPL that is currently absent. Utilizing the coloured lines and text differentiates EPL from the thousands of brands that exist.
  • Diverse: Represents many ideas, interests and people without using images that inherently include some people while excluding others.
  • Evolving: Grows with us. We have the freedome and flexibility to design and develop new messages as we need and want them.
  • Modern.

Good to see excellent marketing rigor at work!

Alison Circle About Alison Circle

Alison Circle is director of marketing communications for Columbus Metropolitan Library. Previously she was an Account Director at Jack Morton Worldwide, a global branding agency, and her primary client was Target Stores. Prior to that she was the National Marketing Director for Minnesota Public Radio and "A Prairie Home Companion with Garrison Keillor." She has advanced degrees in English and Fine Arts, and is a recipient of a National Endowment for the Arts grant.