In an effort to distinguish itself from its neighbors, local leaders are considering a "branding campaign" to market Shorewood as a desirable place to buy a home, raise a family and operate a business.

From Las Vegas to Atlanta, cities are trying to sear their brands on the collective consciousness of America, hoping to attract tourist dollars, business development and prosperity.

Last fall, Milwaukee and six surrounding counties banded together for a branding effort to recruit new businesses, as well as to retain and expand existing businesses. Another group of 18 counties from Sheboygan to Florence is working on a plan to brand its communities as the "new north."

Shorewood's effort is far more modest: Leaders say 50 to 100 young families can be a boost for schools, the commercial district and residential values, as well as the tax base.

Village President Mark Kohlenberg said Shorewood is more Bohemian, urban and diverse than its North Shore neighbors, and that should be a drawing card for young couples who live in apartments and condominiums on Milwaukee's east side. It's more Prius than Lexus, more Birkenstock than Manolo.

Kohlenberg, a father of two who is not seeking re-election in April, said he was distressed when friends asked him whether the family intended to move to Whitefish Bay as the children approached school age.

"I didn't understand that negative perception because I think Shorewood should be the first choice for families," he said. "Shorewood is granola, not white bread."

Michael Phinney, a Village Board trustee who supports the branding effort, said he's concerned about Shorewood's image as a high-tax, divisive community.

"Our image is way too '70s," Phinney said. "We have a story to tell, and the perception out there doesn't match the reality."

The Village Board authorized an exploration of a branding effort, but no money has been allocated for it. Those discussing the campaign say it would be a joint effort involving the school district and the business improvement district, and representatives of those groups have met with village officials to discuss it.

Guy Johnson, a trustee who is the only candidate running for Kohlenberg's post, said the idea should be pursued, but he's not sold on it.

"We have to ask ourselves if this is where we want to put our resources," Johnson said.

Cities can shape their public image, but it's often difficult, said Tim Calkins, a marketing professor at the Kellogg School of Management at Northwestern University who has written extensively on the topic.

"Las Vegas is the master of branding," said Calkins, noting that it successfully changed its image in the 1990s from one of sin and gambling to family fun and now is back to an adult theme that's a little bit naughty. "Who doesn't recognize 'What happens in Vegas, stays in Vegas'?"

Calkins said the community has to decide on the realistic image it wants to portray.

"If a community has a reputation for having high taxes, that's going to be very difficult to change," Calkins said. Shorewood's Village Board, School Board and business district would have to work together for the local effort to be a success, Kohlenberg said.