Establishing a library brand requires positive effects on publics. Five publics identify each library: students, teachers, administration, parents, and community. It takes effort to target each of those five publics with a consistent message about what a library offers that makes it unique. Librarians, scrambling to accomplish the necessities of check-ins, shelving, book orders, reference, and booktalks, do not have extra time to examine how their library comes across to the media-borrowing public--but it is an essential task. In this article, the author provides some areas to examine in assessing one's public image and effectiveness in creating a library brand. Several exercises that may give some insight as to how publics perceive a library brand are listed.