|
|
Client: Fort Collins, Colorado
|
Group Works on Branding Fort Collins
By: Tom Johnson
May 31, 2006
Get your boots on and grab a horse. The city of Fort Collins is about to be branded.
The city, in partnership with the Downtown Business Association, the Downtown Development Authority, Colorado State University, Arts Alive and the Convention & Visitors Bureau, is participating in an exercise to create a branding statement that says Fort Collins like no other.
The brand will serve as a consistent message that communicates the value of Fort Collins to prospective businesses, visitors, students and others.
A product of the citizen-staffed Economic Vitality and Sustainability Action Group, also known as EVSAG, in 2004, the branding project is a result of the group's observation that in order to compete in a competitive world, the city should be willing and able to communicate its competitive advantage.
"In signaling the value of Fort Collins to others," EVSAG's 2004 report said, "we need to identify, define, build upon and promote our uniqueness."
This could in part be accomplished, said the report, by developing a compelling community branding that speaks to the "heart and soul" of Fort Collins.
"One of the core strengths Fort Collins has is a unique identity," said Mike Freeman, economic adviser for the city. "This was identified by the group as something that could be leveraged, and we should take advantage of that."
The city hired North Star Strategies of Nashville, Tenn., to spearhead the branding project.
North Star's first step was to create a survey that has been distributed to a diverse group of individuals in the community.
"North Star's approach is to ask stakeholders a series of questions, some of which seem atypical, to identify and articulate those aspects of the community that are unique and provide our community with an overall identity," City Manager Darin Atteberry said in a written correspondence accompanying the survey.
North Star's survey questions include:
- When you think of Fort Collins, what three adjectives come to mind?
- What building structure or piece of architecture in Fort Collins best represents the community? Why?
- If Fort Collins were a person, who would that person be? Why?
- What consumer product brand does Fort Collins most resemble? Why?
Freeman said he expects all the research and background work to be done by the end of July and a recommendation from North Star in August or September.
Don McEachern, president of North Star Brand Strategies, said an appealing brand can help communities compete for visitors, economic development, residents, the creative class, the arts, a better education system - everything that makes a city profitable and desirable.
North Star has worked with dozens of cities to develop community brands. McEachern said the company works to identify a community's strengths and present them in the most positive light.
The ultimate responsibility for choosing Fort Collins' new branding rests with the City Council, Freeman said. However, the council will benefit from recommendations from the organizations participating in the project, he said.
"We have a working group that includes staff from all of the organizations involved," Freeman said. "At some point early this fall, the boards will convene and consensus will be reached. After that, we will go back to City Council and make a recommendation."
