Karl James & Company developed and produced this municipal marketing video to illustrate the village brand and tagline, also created by Karl James & Company. After conducting primary and secondary research, Karl James & Company developed the brand narrative, which follows below. To view the tagline “Where Life, Leisure and Business Thrive” and how it applies, readers might visit the Village of Mukwonago website.
We believe at Karl James & Company that this video illustrates the brand narrative and what differentiates the village from other options for families, businesses and visitors. Without a founding narrative, telling a consistent brand story, whatever the marketplace, is next to impossible. Impossible for those inside your organization to share and to align their actions. And, it’s equally impossible for those receiving your messages outside your organization to understand what makes you different.
Karl James & Company Municipal Brand Narrative
Mukwonago resides at the intersection of life, leisure and economic leadership. Minutes from Milwaukee with convenient access to Chicago and Madison, Mukwonago couples urban amenities with a quaint small-town lifestyle. It’s where open spaces, parks and waterways converge with academic achievement, safe surroundings and economic opportunity.
Long known for commerce dating back to Native American tribes trading along the shores of Phantom Lake, Mukwonago is committed to economic expansion. Our new development approach is simple: Serve as a catalyst that moves the community forward while maintaining a balance between characteristics that appeal to quality family life and economic factors that make it possible.
Our resource rich community offers financial incentives, prime development sites, and existing commercial and residential properties. Businesses are well supported with talent and services required for sustained prosperity.
Higher than average income, education level, and housing values provide a base of disposable income to stimulate commerce. Our mix of big box retail and main street village shops draw consumers from throughout the region. Our industrial park expansion is making way for more businesses interested in working with a government committed to smart growth. These are but a few qualities that make Mukwonago a commercial and retail hub.
Collaboration serves as the cornerstone of our community. Ranked nationally for academic achievement, our school district also works with businesses to create educational pathways to match skilled workforce to industry. A strong volunteer spirit shows in our many civic, spiritual and community organizations. Public safety maintains strong working relationships throughout the community. Health and well-being are strongly supported by our own YMCA and ProHealthcare facilities.
Our unwavering commitment to advance what matters to those who live, work and play in Mukwonago is on display daily. From the construction of a new Emergency Department—complete with helipad for emergency airlifts—to a wide array of appealing amenities across the spectrum of life.
Access to rivers, lakes and parks give way to amenities such as Elegant Farmer, Kettle Moraine State Forest and Vernon Marsh Wildlife Refuge. Year-round events include parades to festivals to fireworks and much more. An abundance of family activities and experiences serve as a catalyst of community pride.
There’s a dedication to prosperity. There’s a sense of kindness. There’s an underlying respect for people.
Because of our people and because of our relentless pursuit of prosperity, we are committed to breaking down barriers to smart growth and advancing quality of life. Mukwonago: Where life, leisure and business thrive.
Now review the video again and compare it to what you just read. It’s an example of a marketing tactic, such as the video above, leveraging the strategic brand foundation to ensure consistent message whomever is saying it.