They may not create the next Nike, Coca-Cola or Apple, but Mundelein officials are discussing developing a marketing strategy that will build the village's brand in the community and beyond.
A new logo, banners, signs and advertising are among the tools that could be implemented as part of the effort, according to a village memo.
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A key step is hiring a consultant who would help establish the town's brand and identity. To that end, the village board on Monday authorized its staff to prepare a request for qualifications that could be sent to interested firms.
"We have a good list of firms that are qualified to do this," Village Administrator John Lobaito said.
Even so, officials will advertise the project on the village's website and possibly in other media.
Mundelein's image long has been a concern for town leaders and residents. Once seen as a strictly blue-collar community that paled next to more affluent Lake County towns, the village has developed over the last decade. Businesses have come to town, and upscale residential neighborhoods have been built.
More work is needed, officials said.
A marketing effort can "positively affect how Mundelein is perceived and experienced," Planning and Development Director Victor M. Barrera wrote in a memo to the village board. "These efforts can improve business attraction and retention, help attract new residents and families to the area and enhance the overall presences of the village within the region."
Branding was among the strategies included in the village's 2011 comprehensive plan. In fact, it was considered a priority in that planning document, Barrera said.
One a consultant is chosen, officials will meet with the firm in a public committee-of-the-whole session, Trustee Terri Voss said.