The days when marketing was thought to be posters and fliers is over. In today's world, marketing is at the core of every transaction, from checkout and customer interaction to story times and buildings themselves. A brand is a promise one makes to his or her customer, and a promise that is unified, consistent, and believable can help ensure that the library thrives. At Columbus Metropolitan Library (CML), Ohio, the authors developed a robust plan to counter the eroding market share of libraries. Not just a feel good, the plan was a critical business decision to articulate the unmistakable value of libraries. With ten years of flat funding, a struggling economic climate, and a pending levy in 2010, the authors knew they had to focus their resources to make the greatest impact. They could still be "open to all," but they couldn't spread their resources to serve all equally. So, they created a plan that declared loud and clear the value of libraries and library staff. In this article, the authors describe how they did it. (Contains 2 resources and 4 online resources.)