A number of challenges must be taken into consideration to achieve the best possible effect of "library brand's" positioning, notoriety and visibility on the Internet. The challenges are about library staff's training and motivation, the need for a plan to build up and reinforce the "library brand", and the relevance of corporate visual identity, its positioning in Google and its visibility in social networks. The challenges are also related to the ability to surprise library visitors, the gamification of the library experience, the need to engage and motivate the public to use the library, the search for alliances, and the library's commitment towards its community. [ABSTRACT FROM AUTHOR]