The document discusses branding and marketing strategies for libraries facing increasing competition. It emphasizes that a brand is more than just a logo or identity, but a personality. It provides examples of how the South African Post Office's brand personality differs from DSTV. The key is to have a plan to transform a brand from its current positioning to its desired one. Several steps are outlined, including understanding the current and desired perceptions, timelines, stakeholders, and developing a plan. Common marketing mistakes are listed, along with factors of an effective brand - visual, emotional, functional, and financial. The document encourages questions.

6. Slideshare.net/mikesaidwhat

7. LIBRARIES
THE
PRESSURE
BUILDS

8. LIBRARY
Competition

9. LIBRARY
Municipalities
Competition

10. LIBRARY
The Public
Municipalities
Competition

11. What is a
brand?

12. Not just a logo

13. Not just a logo
Not just an identity

14. Not just a logo
Not just an identity
Not just a product

15. Not just a logo
Not just an identity
Not just a product
It’s a personality!

16. Imagine that the South
African Post Office was a
living breathing person…

17. Is this person MALE or
FEMALE?

18. How old is this person
standing in front of you?

19. Where does this person
live?

20. What does this person
drive?

21. What does this person
drink?

22. Where does this person
spend his/her leisure time?

23. Would you be seen out in
public with this person?

24. Is this person MALE or
FEMALE?
MALE

25. How old is this person
standing in front of you?
65 to 90
Ancient

26. Where does this person
live?
NOWHERE
NEAR YOU!

27. What does this person
drive?
OLD FORD BAKKIE
TOYOTA COROLLA
BICYCLE

28. What does this person
drink?
CASTLE
KLIPPIES & COKE
TEA

29. Where does this person
spend his/her leisure time?
LOFTUS
FISHING
ON THE COUCH

30. Would you be seen out in
public with this person?
NO
CHANCE!

31. What about DSTV?
Male, 35, Gated
Community, 4x4,
Red Wine, Golf
Course and YES!

32. So how do we go from The
Post Office to DSTV?

33. You start off with a
plan and a process!

34. ONE
TWO
Step One: Where
are you right
now?

35. ONE
TWO
Step Two: Where
do you want to
be?

36. ONE
TWO
THREE
Step Three: By
when do you
want to get there?

37. ONE
TWO
THREE
FOUR
Step Four: Who
are the people
that will get you
there?

38. ONE
TWO
THREE
FOUR
FIVE
Step Five: What
do these people
think of you right
now?

39. ONE
TWO
THREE
FOUR
FIVE
SIX
Step Six: What do
you WANT these
people think
of you?

40. ONE
TWO
THREE
FOUR
FIVE
SIX
SEVEN
Step Seven: Now
go and formulate
a plan to conquer
the world?

41. The EIGHT
Steps to
conquer the
world

42. 1 “I am not very good at marketing”
2 Going in without a business plan
3 Doing things the wrong way round
4 Thinking it’s all about you
5 The worst number in the world
6 Showing ingratitude
7 Always following the herd
DIFFERENTI

43. 1 “I am not very good at marketing”
2 Going in without a business plan
3 Doing things the wrong way round
4 Thinking it’s all about you
5 The worst number in the world
6 Showing ingratitude
7 Always following the herd
DIFFERENTI
COLLABOR

44. 1 “I am not very good at marketing”
2 Going in without a business plan
3 Doing things the wrong way round
4 Thinking it’s all about you
5 The worst number in the world
6 Showing ingratitude
7 Always following the herd
DIFFERENTI
COLLABOR
INNOV

45. 1 “I am not very good at marketing”
2 Going in without a business plan
3 Doing things the wrong way round
4 Thinking it’s all about you
5 The worst number in the world
6 Showing ingratitude
7 Always following the herd
DIFFERENTI
COLLABOR
INNOV
ELEV

46. 1 “I am not very good at marketing”
2 Going in without a business plan
3 Doing things the wrong way round
4 Thinking it’s all about you
5 The worst number in the world
6 Showing ingratitude
7 Always following the herd
DIFFERENTI
COLLABOR
INNOV
ELEV
CAPTIV

47. 1 “I am not very good at marketing”
2 Going in without a business plan
3 Doing things the wrong way round
4 Thinking it’s all about you
5 The worst number in the world
6 Showing ingratitude
7 Always following the herd
DIFFERENTI
COLLABOR
INNOV
ELEV
CAPTIV
MOTIV

48. 1 “I am not very good at marketing”
2 Going in without a business plan
3 Doing things the wrong way round
4 Thinking it’s all about you
5 The worst number in the world
6 Showing ingratitude
7 Always following the herd
DIFFERENTI
COLLABOR
INNOV
ELEV
CAPTIV
MOTIV
CULTIV

49. 1 “I am not very good at marketing”
2 Going in without a business plan
3 Doing things the wrong way round
4 Thinking it’s all about you
5 The worst number in the world
6 Showing ingratitude
7 Always following the herd
DIFFERENTI
COLLABOR
INNOV
ELEV
CAPTIV
MOTIV
CULTIV
VALID

50. The
Four
Factors

51. Visual

52. Visual
Emotional

53. Visual
Emotional
Functional

54. Visual
Emotional
Functional
Financial

55. Question
Time