Steve Chandler, right, describes a document to Glasgow City Councilperson Terry Bunnell during a visit to Glasgow Thursday, Feb. 10, 2022, at the Peoples Bank.
(BRENNAN CRAIN/WCLU NEWS)
GLASGOW — A company hired by the Glasgow City Council last spring continues in its development of an identity for the municipality.
Steve Chandler heads Chandlerthinks, a Franklin, Tenn.-based marketing company, which focuses on civic brand development. Representatives from his firm began their data collection over the course of three days last summer.
“Our process does not start with creative storytelling,” Chandler said. “It starts with listening to the people of a community.”
The company has worked with 80 communities to develop their identity — one was Bowling Green nearly a decade ago.
A key finding in a report published by the Kentucky League of Cities in late 2019 discussed the absence of a brand or identity for Glasgow among other things. The council later hired Chandlerthinks.
Several aspects go into Chandler’s work. He said his company combines quantitative and qualitative data aspects to assess communities.
Chandler said cities like Glasgow face more competition than ever when it comes to industry recruitment and job retainment.
“Branding isn’t about a logo. It is about controlling your reputation and creating a positive image,” Chandler said. “That’s done by the infrastructure that you have, the types of businesses that you recruit, the type of talent that you bring in, the preservation that you hold onto, the heritage that you preserve. All of that is telling the story of your community.”
The firm has completed a series of mystery shops at local restaurants, lodging properties and retail businesses, one-on-one interviews with community stakeholders, surveys and audits of websites, social media and reviews. Over 750 people have participated in research, Chandler said.
Chandler provided during an interview with WCLU News some of his firm’s key findings from a SWOT analysis, which assesses strengths, weaknesses, opportunities and threats.
Folks bolstered pride in agricultural heritage and school systems of the area, strong connections to Glasgow’s outdoor recreation assets and recent inclination to develop Glasgow’s downtown area.
Another finding detailed people still associate Glasgow with some sort of Scottish heritage. But the city and community bolster little to no Scottish ties. That’s an issue, Chandler said.
Weaknesses highlighted the crippled relationship Glasgow’s government has with citizens. Many noted they see it as a hinderance to progress.
“If we’re trying to build our reputation and people don’t trust their local government, that’s a problem,” Chandler said.
Some of Chandler’s data analysis reveals Glasgow needs someone charged with communications to build rapport with the government and citizens, a positive attitude to rally behind, and to tell the story of small town values, agricultural roots and outdoor connections. The Scottish heritage also made it to one of the key takeaways.
“Don’t turn away from your Scottish connection,” according to a document provided to WCLU News. “It’s memorable, ownable and unique.”
Many of the next steps will include development of a brand platform and story, identity logo, creative applications for interpretation of the brand and a branding plan. Those aspects will be tied to the community’s story and identity.
“We’ve been very pleased with the work Chandlerthinks has done,” said Councilperson Terry Bunnell. He also chairs the Strategic Planning Committee, which has spearheaded the recruitment of a marketing firm.
Chandler hopes to finalize and present his firm’s findings and plan within three months.