Building Lake Barrington's Brand. Jan2014.update
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This document discusses the importance of establishing a brand for the village of Lake Barrington to position it for changes in the economy, living environment, and demographics. It notes that municipalities must compete with other areas and distinguish themselves to attract residents and businesses. The document suggests envisioning the desired future state for aspects like business climate, housing, retail, and recreation. It argues that a brand can help connect emotionally with potential residents and businesses by leveraging current resources, focusing on what makes the village unique, and cutting through noise. The overall message is that an established brand is important to guide the village's future positioning.
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Building Lake Barrington's Brand. Jan2014.update
- 2. Building Lake Barringtons Brand A Discussion Springboard for Positioning a Village for a changing economy, living environment, and demographic future Chris Mitchell, Village Trustee 9 Jan 2014
- 3. Building Lake Barringtons Brand All views, suggestions, positions, arguments, and coffee stains are a part of a presentation by Chris Mitchell, and in no way represent any official position of the Board of Trustees, Village Employees, or Residents. Thanks for your understanding & participation. Chris Mitchell, 9 January 2014
- 4. Building Lake Barringtons Brand Why does any of this matter? Arent brands just for Coke, Starbucks, Apple, and cattle on a ranch?
- 5. Recognize any of these?
- 8. Maybe you recognize this one?
- 9. What comes to your mind when you see these logos and brands?
- 10. What comes to mind when you see this image? Pastoral setting Barn Stomp Open Space A crumbling farm Wasted money Community Tear it down A great place to live
- 11. Can we create the thoughts associated with this image? Of course, we can. That is why it is important for us as a village to seize our image and define it for the public. How do we control what our village means to others? How do we represent that brand?
- 12. Isnt branding just marketing?
- 13. Todays reality for municipalities (especially in financially desperate states!) Ignore the changes at our own peril Economy in transition, retail less vital, niche services, access to global market critical Businesses want concessions, services, and a vital reason to open in your market area Residents want more value-added services, not higher taxes and fees Market is being disrupted by hierarchical government pick-pockets at every level
- 14. So whats a Village to do? Start at the very ending a very good place to start (Sorry, Maria, I just couldnt resist) Envision where we want to end up. Dream! Business climate? Housing stock? Retail settings? Bedroom Community? Safe, comfortable rural setting Sports and recreation Traffic patterns? Open Space and Conservation? Family-friendly dining and shopping and recreation? Livability
- 16. Todays reality for small villages (especially in financially desperate states!) Must Compete with every other area in IL Gotta run with the big dawgs, or stay on the porch with the puppies. Cut through the clutter, noise, dullness Distinguish why what we are all about Focus on emotional drivers to connect with potential residents and business Leverage current residents & resources
- 17. Why we need to establish our own Brand for the Village Consumer brands are defined and presented largely based on emotive appealsin B2B, products and services are pitched, rather than brands. Consumers are drawn to brands irrational benefits (status, prestige, affinity, self-security). Business customerspurchase based on rational drivers (pricing, product performance, metrics). Moveo Integrated Branding: White Paper, 2008
- 19. Sowhat should our brand be?
- 21. Just kidding! But, you get my point?