Community branding is often a catalyst for community unity and growth.
In Jefferson WI, the goal was to identify distinctive elements that help set Jefferson apart and to find a common denominator that can be used in all communication moving forward to create a uniform brand voice/expression.
This was especially important for Jefferson, as one of it’s biggest challenges was the resistance to growth among it’s own residents and community leaders.
So how DO you brand a “typical small town” that describes itself as “vanilla”?
The Chandlerthinks team knows how. Our award-winning branding process embeds us in the community. The work we did with community leaders, business owners and residents, began to uncover some common themes and brand truths about Jefferson:
1.Jefferson’s rural proximity and central location to Madison and Milwaukee, WI make it an attractive location for residents and businesses alike.
2. German heritage is felt, but not strongly seen in experience - but it does creates a laid back, humble, grateful and hard-working nature.
3. Jefferson County Fair Park is the primary asset creating significant impressions about Jefferson - but its isolated from other assets worth exploiting such as its downtown, river and outdoor recreation.
4. Jefferson is very comfortable being a typical Wisconsin small town - so comfortable that it doesn’t stand out.
These truths gave the direction for our brand strategy and brand platform.
“A community committed to growing and preserving Wisconsin’s great outdoors from the comforts of a small town.”
This project served to unify the community, create excitement, and lay the foundation for Jefferson to move forward in a consistent manner and to grow with pride.