The paper presents, discusses, and analyses the importance of the identity and image of the school library from a marketing aspect. We first start by reviewing the school library and its specifics, such as the model of learning, informal socializing and creating a third space, all the way to analysing and discussing the role of the school librarian. It is emphasized the importance of the librarian as a key arbiter who, at the same time, connects identity building, but also helps to create a positive image of the library through the relationship with users, teachers, and other stakeholders. The second part of the paper deepens the knowledge of school librarians from the aspect of school, school culture and school management. It was pointed out that the school climate and school culture represent a very important segment of the management and construction of the overall school atmosphere. The favourable school climate enabled the process of building a library identity in accordance with Kapferer's theory of the brand and Balmer's theory of corporate marketing. The model of identity creation was presented first, and then the perception of the user 's image was discussed. In the end, it was concluded that the most important factor in building the identity and image of the school library is the librarian himself.