The branding process

Information Outlook, April, 2003

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?

* Create the competitive advantage? Is your brand better than the competition's? Your customers come to you because you are different from anyone else in some way. The services and experiences you offer to customers should be unique and involve an expected level of quality, trust, and convenience. The competition may offer similar services, but they should not be able to match your expertise and knowledge.

* Define the optimal customer experience? Find out what attracts your customers and why are they loyal to you. You need to create a consistent and compelling experience each and every time you interact with your customers.

* Cultivate customer relationships? You need to listen attentively to what you are being told, understand the customer, and respond accordingly.

* Strengthen your brand over time? You are constantly evolving as a professional, so you need to create ongoing relevance by consistently and continually fine-tuning your brand in line with your customers' expectations and needs.

Our customers have said repeatedly that it is time to tweak our brand to create ongoing relevance. I encourage each and every one of you to support SLA's brand strategy at the annual business meeting in June. What we learn from our association's branding strategies can enhance the brand strategy of every member who successfully brands his or her skills and value.

Lynn Smith, SLA Acting Executive Director