Branding for libraries: communicating your value to increase reader awareness and usage of the library service

The library service has undergone a revolution in recent years and yet current perceptions of libraries and librarians seem to be firmly rooted in the past. How has the library 'brand' got left behind? What can libraries and librarians do to update perceptions and increase usage of the library service? This article explores how the library service is currently perceived and provides thoughts on how brand strategy could be used - individually and collectively by the profession - to help update perceptions and to build awareness and recognition of the value that libraries offer their users, institutions and society in general. Finally, we propose a 'brand idea' for libraries that would reshape the service they provide and change the way in which they communicate with users and other stakeholders.