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Client: Fort Collins, Colorado
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City's Branding Came From You, The Residents
By: Jim Clark
Several months ago, I wrote about the city's branding initiative and the team effort to develop a more usable and recognizable brand identity for Fort Collins.
Now that the project has reached its conclusion, it is being hailed by some, disliked by others. A few have called it a waste of money; others wonder how a firm from outside Fort Collins could have the insight necessary to brand our city.
Let's talk about the process.
Some years ago, City Council appointed the EVSAG (Economic Viability and Sustainability Action Group), a group of citizens and community leaders who advised the council on economic and sustainability issues, from a perspective outside of city government. The need for a branding study was recommended by EVSAG to council. After a few years, the initiative was put in the city budget.
A team from the city, Chamber of Commerce, Convention & Visitors Bureau, Downtown Business Association, Downtown Development Authority, Cultural Resources Board and Arts Alive was formed to select the firm to conduct the research and develop the brand. We interviewed local agencies and one out-of-town firm. And, yes, we chose the out-of-town firm.
Northstar Destination Strategies specializes in two things: destination brand identification and working with smaller cities. They are not an ad agency or marketing firm. And they have done this work for 80 cities now, so they have the process down pretty well. Their references were excellent. So as a team, we ranked and agreed on the selection.
I was most impressed with the in-depth research that went into the process, particularly in understanding the consumer traits of our citizens and visitors. Sometimes you need a different perspective, a new face taking a fresh, first-hand look at your city to reflect the experience from a new point of view. As a tourism professional, I'm always interested in how our customers view us vs. how we think of ourselves.
The community survey process was also extensive. Much of the outcome of the project is not what an out-of- town consultant thinks about your community, but more about what you think about Fort Collins, what type of life you have here and how you engage with the city.
The strap line, "Fort Collins ... Where Renewal is a Way of Life" is reflective of how one citizen interviewed said, "You can reinvent yourself here." Others spoke to how the environment here creates a sense of energy, how we have a town abundant with creative talent, and that we are an authentic Colorado town.
You may love the brand. Or you may not. But it has given us a central theme to cooperatively market and promote the city and the destination. And that's a great start.
Jim Clark is executive director of the Fort Collins Convention and Visitors Bureau.
