Susan D. Ballard and Sara Kelly Johns write: “As school librarians, we are always rethinking how to convey who we are and what we do. To compete and remain viable, we need to work on our brand identity. The feelings and impressions that members of our school community have when they think of our library, and their memories of interactions they’ve had with us—positive or negative—are our school library’s brand. The goal is not so much to transform the school library’s image as it is to build credibility through ongoing improvement and exemplary brand behavior.”