Branding of UK public libraries

Evidence suggests that misconceptions and negative stereotypes of the image of public libraries still prevail today despite libraries diversifying and offering a range of services to their local community and contributing to key local and national priorities. The purpose of this paper is to report on a case study‐based research project that sets out to explore how public libraries in the UK are using branding in order to create a more positive and effective image, as a basis for proposing the key factors that contribute to an effective public library branding strategy.

In total, three case study organisations were selected for the study, on the basis of their reputation for innovation in branding. Semi‐structured interviews were conducted with key staff associated with each of the three public libraries, in order to gather an understanding of the branding processes and strategies that they had adopted, and how they had negotiated some of the challenges in branding in the context of public libraries.

The three case study organizations bear testimony to the fact that branding can be successfully used to change brand image, and in turn, the perceptions of the library service amongst key stakeholders. The following factors are key to successful branding: clear positioning and identity, advocacy and influence, co‐branding, staff buy‐in, brand communication, evaluation, and national marketing campaigns.

This study offers insights into branding process and strategies in innovative public libraries, and on this basis develops recommendations to support information practitioners to develop a positive image of their service and to engage effectively with stakeholders in what are challenging times for public libraries.