July 2015 Meeting Minutes

AskUsNow! Brand Language Committee

 

Thursday, July 9, 2015

11 am-12 pm

Blackboard Collaborate

 

Introductions and Question:  Pretend like you know nothing about Maryland AskUsNow!?  What does Maryland AskUsNow! mean to you?

  • Sounds like a government slogan that is attempting to convey renewed accountability to citizens and constituents.             -Erika
  • No connection to libraries at all             -Catherine
  • State of Maryland-based          -Susan
  • AskUsNow!--quick, rushed, urgency to ask      --Paul
  • Agreeing that there's no library connotation to it--All       
  • "Emergency crisis" feel or tone--Erika    
  • Why the exclamation point?--Catherine            
  • Color--caution, school-bus feel--Erika  
  • Kinda Maryland flag looking, depends on the viewpoint--All    
  • Excitement!--Susan     

Goals and Timeline

  • Paul reviewed the goals according to http://askusnow.info/staff/marketing/brandlanguage
  • Goals
    1. Create a recommended list of 3-5 phrases (i.e. brand language) that consistently matches the purpose of AskUsNow!.
    2. Post the recommended list on the Inner Harbor and Listserv.
    3. Implement the use of the phrases at the AskUsNow! partner libraries.
  • Paul also clarified that #1 and #2 are the big goals that we want to reach in 3 months, while the implementation may take longer based on the AskUsNow! Administration approval.

What is Brand Language?

  • Paul defined brand language to the committee.  The definition includes:
    • Brand Language=word association         
    • Brand Language=word choice and tone             
    • Brand Language=defining the service from the viewpoint of the library customers
    • Brand Language=defining the service from the viewpoint of the funders and related stakeholders.          
    • Brand Language=words that attract new and returning customers          

Words that identify AskUsNow!

  • "Answers" need to be in the language—Susan
  • Chat--Erika     
  • Speed--Catherine        
  • Enhanced beyond the Telephone--Catherine      
  • Respond--Catherine
  • Information--Catherine              
  • Qwidget--Susan
  • AUN--Erika    
  • results with a mind         
  • We are different than Google    and Siri            
  • <<nonsensical words, but personable words>>              
  • Have to consider if "library" or "librarian" is in the words           
  • "Info Experts 24/7" currently under the logo        
  • Also consider "chat" as a word choice  

 

  • Points were made on the “follow-on words”—words that are secondary, but still important to have in the brand language:
    • You ask, we answer --Erika      
    • Ask a librarian--get the right one --Catherine    

Identifying the AskUsNow! tone

  • Friendly--Catherine     
  • Accuracy/Accurate--Erika         
  • "We're Right"--All       
  • conversational--Catherine          
  • "real" and "not a machine"--Susan          
  • flexible--All       
  • relevant/relevancy--All  
  • "Better than a search engine" <<Siri>>--All        
  • "humanity" into the service--Susan          
  • Beyond "keywords"--Susan     
  • "Take into account that chat is viewed proactively (i.e. Nike) and in a for-profit model"

Let's look at the list

  • Paul went over current brand language list on http://askusnow.info/staff/marketing/brandlanguage.
  • Paul emphasized to the group that we can add our own brand language to the list, but that we still need to at least narrow down the list from 16-8.
  • After reviewing the list briefly, the group decided that besides a “primary” list of the brand language, we need to create a “follow-on or secondary” list that includes words and phrases.
  • Secondary list=important brand language words, but not as important for the customers to see first.
    • Primary example:  You ask, we answer
    • Secondary example:  Librarians are here to help, 24/7.

Action Items

  1. Using the Inner Harbor: 
    1. Develop one “primary list” of no more than 8 brand language words/phrases at http://askusnow.info/staff/group/brandlanguage/primary
      1. Goal:  develop a primary list of no more than 5 phrases that will be the branding language of Maryland AskUsNow!.
      2. This is the list of phrases that library customers should immediately identify to AskUsNow!.
      3. The tone should of the list should also match what we want our AskUsNow! customers to feel and sense about AskUsNow!.
    2. Develop one "secondary list" of no more than 8 brand language words/phrases at http://askusnow.info/staff/group/brandlanguage/secondary
      1. Goal:  develop a secondary list of no more than 5 phrases that will complement the primary list of branding language of Maryland AskUsNow!.
      2. This is the list of phrases that library customers should see next to the primary list if they want to learn more about how AskUsNow! works.
      3. The tone should of the list should also match what we want our AskUsNow! customers to feel and sense about AskUsNow!.
  2. Decide on an August meeting in a Doodle Poll:  http://doodle.com/kxs8y368vtte99rcWe decided to choose a date by email due to vacations.

 

August 2015 Meeting:  Wednesday, August 19, 11 am-12 pm, Blackboard Collaborate