The people of La Grange are proud of our community, and with good reason. As we seek opportunities to grow our economy and enhance the quality of life for residents, we must do so in a manner that preserves the beautiful character of the community we all love. We must also actively manage our community’s image. The more consistent we can be in describing what’s great about La Grange, the more successful we will be in recruiting new jobs and businesses and maintaining our strong neighborhoods.
Community branding is about creating a unified story we can all share that positively affects our reputation. It allows us to market the Village of La Grange outwardly so we are leveraging what makes us unique and attractive. Unlike traditional and familiar consumer product brands, a community brand is not limited to one organization. We all share it. We all are responsible for delivering the many experiences that can be found throughout our community, from our downtown and parks to our restaurants and businesses. Everyone is part of the La Grange brand.
This is more than a logo and catchy tagline. This branding project offers a new and sturdy platform that encourages respectful working relationships to deliver the brand promise consistently, and supports the community’s effort to establish and sustain La Grange’s reputation. It will provide marketing direction for many community organizations within La Grange. It will identify new opportunities for programs that can unite and grow local businesses. It will give everyone something to rally behind.
Discovering the Village of
La Grange Story
The branding project is using qualitative and quantitative research from inside and outside of La Grange. The research is focused on learning about the Village of La Grange mostly from the people that know it best – residents, businesses, leaders and our neighbors.
Telling the Village of
La Grange Story
Community storytelling involves a lot of different tools. Sometimes it is advertising, but other times it may be a public art project. The Village of La Grange story is deep and rich and can be told in many ways. This project will help create ways for everyone to be storytellers in their own way.
LA GRANGE, ILLINOIS
FREQUENTLY ASKED QUESTIONS
+ How will La Grange benefit from a competitive identity?
As the world changes quickly around us, it is important we understand and reinforce the values and heritage that make the Village of La Grange distinct. Without actively managing the desired direction of our reputation, we are vulnerable to factors we cannot control, and as a community, we may suffer from fragmented communications. The goal is to create an authentic place of distinction and a cohesive community voice that can be used by all our stakeholders in a unified effort to highlight the best of what La Grange offers.
+ How is this project being funded?
The Village of La Grange is funding the project.
+ How was this process initiated?
The La Grange 2020 Task Force, established in 2013, was tasked with developing a strategic plan to support the Village’s mission statement of “preserving and enhancing the quality of life that we enjoy in La Grange.” In 2014, the Task Force presented its strategic plan, which is organized around five strategic pillars: economic development, community vitality, core service, infrastructure and finance. One recommendation within the Community Vitality pillar of the La Grange 2020 plan is to create a brand or identity for La Grange. Based on the La Grange 2020 recommendation, and a concurrent recommendation from the Community and Economic Development Commission, the Village budgeted funds in FY2017/18 to engage a brand consultant for the development of a brand strategy and visual identity. The Village of La Grange carefully reviewed several proposals from companies experienced in this type of consulting. Eventually, the marketing company Chandlerthinks, proven experts in place branding, was selected to help us navigate through this process.
+ Will Village of La Grange residents and businesses have an opportunity to contribute?
In addition to a series of community interviews and focus groups, we will also have an online community survey. Everyone is encouraged to participate in the process. The cooperation, leadership and unity of these organizations will create a new strength and vitality in our community for greater teamwork and growth.
+ What will the process entail?
This process will be broken into four phases:
- Research that explores and uncovers the Village of La Grange identity;
- Development of a competitive identity strategy;
- Development of a La Grange voice and creative platform;
- An action plan that provides a detailed program for involving all stakeholders in marketing our new competitive identity.
+ How long will the project take to develop?
A research and strategy project of this size typically takes 6-8 months for completion.
+ How can I be a part of the Village of La Grange branding project?
For more information or questions, please email Charity Jones, Community Development Director at email@example.com
As we move through this branding project, we want your input! We’ll be releasing project updates here over the next several months, so be sure to check back, and let your voice be heard. We can’t wait to hear from you.
June 20-21 & June 27-28 | The Chandlerthinks team begins the branding project with in-market visits to La Grange -- the first on June 20-21, and the second on June 27-28. The team visited the local attractions, toured the downtown shops, enjoyed the local dining, and hosted one-on-one interviews and focus groups with many of the Village's people.
This visit begins the research phase of the project.
July 17 | The Community Survey for the Branding Project - Please feel free to click on the link below to participate in the community survey.
Are you interested in learning more about this process or looking to get involved? Any questions about the Village of La Grange community branding project can be directed to Charity Jones, Community Development Director at firstname.lastname@example.org