How to Build a Brand for Humans

There was a great article recently in the St. Louis Small Business Monthly about branding. What you might not expect is that it mentions Central Library!

At the heart of the article is what Nulik states as being at a crossroads:  “You have a sense that your brand (the manner in which your intentions are understood by your audiences) is no longer having the impact it once did — or perhaps it falls short. There is a temptation to dash the old concept and create something completely new, a coup d’brand.” 

Nulik explains that the CannonDesign team was at this crossroads when they were brought on board to transform Central Library. He breaks down the decision-making into three components: Observe, Evaluate the Goals and Serve the deepest human need. Nulik also points out that your brand is a set of clues to your audiences as to how you see the world and as such, should offer a clear understanding of how “earnestly and how deeply you desire to serve a human need.” It’s a very interesting article, which you may read in its entirety here.  If you find that this article leaves you wanting to do more with your own branding, we have plenty of resources here at the library, including:

Brand Authority

Conversation Marketing

You may read more about the Library project here and here.  If you’re curious about our space, we do offer docent-led tours on Mondays and Saturdays (or you may take a self-guided tour with one of our maps and ask Central staff about the different spaces).   

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