Building Lake Barrington’s Brand

A Discussion Springboard for

Positioning a Villagefor a changing economy, living environment, and

demographic future

Chris Mitchell, Village Trustee

9 Jan 2014

Building Lake Barrington’s 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

Building Lake Barrington’s Brand

Why does any of this matter? Aren’t brands just for Coke, Starbucks, Apple, and cattle on a ranch?

Recognize any of these?

Maybe you recognize this one?

What comes to your mind when you see these “logos” and “brands”?

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

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”?

Isn’t branding just marketing?

Today’s 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

So what’s a Village to do?

• Start at the very ending “a very good place to start” (Sorry, Maria, I just couldn’t 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

Today’s 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, dullnessDistinguish why what we are all aboutFocus on emotional drivers to connect with

potential residents and businessLeverage current residents & resources

Why we need to establish our own Brand for the Village

“Consumer brands are defined and presented largely based on emotive appeals…in B2B, products and services are pitched, rather than brands….”

“Consumers are drawn to brands’ irrational benefits (status, prestige, affinity, self-security). Business customers…purchase based on rational drivers (pricing, product performance, metrics).”

Moveo Integrated Branding: White Paper, 2008

So…what should our brand be?

Just kidding! But, you get my point?