The British Library is to appoint a consultancy to develop its brand strategy and will shortlist up to three groups for a second round of pitches in November.
The library will select ‘two or three consultancies’ for the next stage of pitching from six groups, five of which have already presented credentials over the past two weeks.
Consultancies selected for the next round will make a strategic presentation in November, after which one group will be appointed and start work immediately.
The library refuses to disclose the consultancies involved in the pitching process.
Although the library maintains there is nothing fundamentally wrong with the brand it wants to ensure that public recognition of it is increased.
‘[The British Library] will appoint a design consultancy to develop a brand strategy for the library. We want to build the library brand and find the most effective way of communicating the brand strengths. There are no particular problems with the brand though public awareness of it is low,’ says British Library strategic marketing and communications director Jill Finney.
Finney was handed a remit when she joined in July from Ernst & Young that included the ‘development of plans for external image’ (DW 25 May). She is the library’s first strategic marketing and communications director.
The library is keen to make itself more accessible to a wider public. The Internet is a key way of ensuring that access and it wants to form partnerships with private and public bodies to raise money to fund services, according to a spokesman. It already has an association with Lloyds TSB, among others, and is in discussions ‘with a whole range of organisations’.
In 1998 the library put together a comprehensive strategic review of its activities.