We are surrounded by brands in our world—visual representations of a manufactured good or some service that allows a customer/user/patron to quickly identify the product/service. If someone says, “Golden arches,” you immediately think of a certain fast food restaurant. Any business or service can brand itself, for marketing and publicity purposes. But what is a brand? How are they created? What benefits do brands offer? What are the challenges facing a branding project? Can libraries effectively brand themselves and their services? If so, how? Join Michael Leach as he answers these and other questions, while providing a solid framework and background on what brands are and how they work.

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