As public libraries, we deliver unique value to our residents and communities. But because of the breadth and depth of our offerings, as well as outdated perceptions of what a library is, we struggle to communicate that value effectively — to our customers, staff, policymakers and funders. So our default brand positioning has become “all things to all people all the time.” Understanding the business that we’re in, and having the language and framework to articulate our value simply and powerfully is more vital than ever.

TPL has developed a brand framework that simply and effectively articulates a universal brand for public libraries, describing who we are, what we do and why we matter. Each library system may choose to emphasize different aspects of the framework, and adapt the language to fit their voice and identity. But the framework provides the key elements — purpose, unique value propositions and service pillars — to tell the library story of how we uniquely benefit the people and communities we serve.

• Differentiate service offerings to help library users and supporters better understand the value and benefits of library services
• Focus and prioritize service development and delivery — understanding what business they are in (or not in) helps libraries make decisions about what programs and services to start, stop, keep and grow
• Engage and motivate staff/improve customer experiences — a strong, relevant, clearly articulated brand builds staff pride and helps staff deliver consistently excellent customer experiences