brandCOLORADO

made by Colorado, for Colorado

Fall, 2013
My Professional Journey

1987-1989

market research

1989-1993

1994-2008

brand manager

founder and ceo
So, the next step
is, logically...

take a job in
government.
Aaron Kennedy

Chief Marketing
Officer
You either move FORWARD
or get left BEHIND
Colorado Blueprint
1. Build a business-friendly environment
2. Retain, grow & recruit companies
3. Increase access to capi...
Mission
Unite our state agencies and help Colorado
become more competitive in the global
marketplace for talent, trade and...
Our Toolbox

• State Government has had two icons
• The gap has been filled with a logo hash
• Need a brand that is own-ab...
rose from two unproven principles.

not relate to customers at specific service levels,

A Fragmented
brand =
a weak brand...
Three Stage Process
Implement
the brand

Market
the brand

1

2

3

gn

te

si

S

De

D
Oct
2012

St

ra

Di

sc

ov

er
...
DISCOVERY
Traveled to all four
corners of the state
!

Interviewed thousands
!

Engaged with hundreds
of thousands
STRATEGY
Build upon our greatest strength.
Start with something indisputable.
Add something distinctly appealing.
Build on Strengths

•Most recognizable icons are the flag and license plate
!

•Building on those strengths gives the bran...
Which state does this image
make you think of?

47%

20%
13%
3%

4%

Arizona

Wyoming

5%

7%

California Washington

Verm...
Which destination does this
image make you think of?
33%

18%
14%
10%

10%

10%

6%
Charlotte

California

Columbus Connec...
Start with Something
Indisputable
King of the mountains
Add Something
Distinctly Appealing
Core Pillars

Vi

lity
ta

Co
Ki lor
ns ad
hip o

d
ere e
Pow atur
by N

• Epic Mountains
• Appreciation and
Connection to...
Colorado Brand Positioning
For vibrant, success-oriented people who want to live and grow in an
inspiring place and be par...
DESIGN
250 Applications
!

400 Nominations
!

12 Selected
Icon Appeal & Favorability
77%

76%
54%

77%
54%

54%

vs.

CO LO R A D O
Very or somewhat
appealing

Very or somewhat
fav...
Our Toolbox

Flag

Brand

Seal

For all people

For authorized use

Enforcement
State Brand Application Examples
By-Colorado Program
1. Help residents easily choose Colorado products = "buy" Colorado part.

2. Extend and build our repu...
By Colorado Licensing Program
Royalty Free Licensed Use
A Mutually Beneficial Cycle
Economic
Growth

More
Jobs

STATE
OF
COLORADO

Attract
More
Talent

Consumers
Aware

COMPANIES...
EARLY ADOPTERS STREAMING IN
Applications
Applications
Brand Guidelines

THE

BRAND
GUIDELINES
Where we’re headed
It’s our nature.

A brand by Colorado
for Colorado
Brand Colorado by Aaron Kennedy for BRAGdenver.com
Brand Colorado by Aaron Kennedy for BRAGdenver.com
Brand Colorado by Aaron Kennedy for BRAGdenver.com
Brand Colorado by Aaron Kennedy for BRAGdenver.com
Brand Colorado by Aaron Kennedy for BRAGdenver.com
Brand Colorado by Aaron Kennedy for BRAGdenver.com
Brand Colorado by Aaron Kennedy for BRAGdenver.com
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Brand Colorado by Aaron Kennedy for BRAGdenver.com

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Presentation on Branding Colorado by Aaron Kennedy for a private event held by Business Resource Alliance Group (BRAG) of Denver - www.bragdenver.com

Published in: Business, Health & Medicine
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Brand Colorado by Aaron Kennedy for BRAGdenver.com

  1. 1. brandCOLORADO made by Colorado, for Colorado Fall, 2013
  2. 2. My Professional Journey 1987-1989 market research 1989-1993 1994-2008 brand manager founder and ceo
  3. 3. So, the next step is, logically... take a job in government.
  4. 4. Aaron Kennedy Chief Marketing Officer
  5. 5. You either move FORWARD or get left BEHIND
  6. 6. Colorado Blueprint 1. Build a business-friendly environment 2. Retain, grow & recruit companies 3. Increase access to capitol 4.Create & market a stronger Colorado brand 5. Educate & train the workforce of the future 6. Cultivate innovation & technology
  7. 7. Mission Unite our state agencies and help Colorado become more competitive in the global marketplace for talent, trade and tourism. ! !
  8. 8. Our Toolbox • State Government has had two icons • The gap has been filled with a logo hash • Need a brand that is own-able and versatile Flag Brand ? Seal
  9. 9. rose from two unproven principles. not relate to customers at specific service levels, A Fragmented brand = a weak brand gement. So some have created specific logos to omer need. Examples: • We don’t project a unified message ! • Current approach is inefficient
  10. 10. Three Stage Process Implement the brand Market the brand 1 2 3 gn te si S De D Oct 2012 St ra Di sc ov er y gy Create the brand D We Are Here Aug 2013 July 2014
  11. 11. DISCOVERY Traveled to all four corners of the state ! Interviewed thousands ! Engaged with hundreds of thousands
  12. 12. STRATEGY Build upon our greatest strength. Start with something indisputable. Add something distinctly appealing.
  13. 13. Build on Strengths •Most recognizable icons are the flag and license plate ! •Building on those strengths gives the brand immediate strength as well
  14. 14. Which state does this image make you think of? 47% 20% 13% 3% 4% Arizona Wyoming 5% 7% California Washington Vermont Montana Colorado *AYTM Survey of 250 across 10 states
  15. 15. Which destination does this image make you think of? 33% 18% 14% 10% 10% 10% 6% Charlotte California Columbus Connecticut Cincinnati Colorado Chicago *AYTM Survey of 250 across 10 states
  16. 16. Start with Something Indisputable King of the mountains
  17. 17. Add Something Distinctly Appealing
  18. 18. Core Pillars Vi lity ta Co Ki lor ns ad hip o d ere e Pow atur by N • Epic Mountains • Appreciation and Connection to Nature • Natural Resources Pride Community Loyalty Collaboration Welcoming Ec Opponom ortu ic nity • Strength and Perseverance • Lifestyle of Health and Wellness • Curious • Just Do It Culture • • • • Independent Spirit • Pioneering Resolve • Resilience • Tolerance & Openness • • • • • Innovation Entrepreneurial Visionary Good Paying Jobs Business & Trade Friendly
  19. 19. Colorado Brand Positioning For vibrant, success-oriented people who want to live and grow in an inspiring place and be part of an inspired community, ! Colorado is the state where you can Live the life you want. ! Why? ! It’s our nature. (dual nature of people and place)
  20. 20. DESIGN 250 Applications ! 400 Nominations ! 12 Selected
  21. 21. Icon Appeal & Favorability 77% 76% 54% 77% 54% 54% vs. CO LO R A D O Very or somewhat appealing Very or somewhat favorable Likely to seek info *Out of State Research
  22. 22. Our Toolbox Flag Brand Seal For all people For authorized use Enforcement
  23. 23. State Brand Application Examples
  24. 24. By-Colorado Program 1. Help residents easily choose Colorado products = "buy" Colorado part.
 2. Extend and build our reputation in the world. That's the "By" Colorado part
 3. And, help Colorado companies borrow equity from a state with remarkable cachet. Reminiscent of elevation markers at peak summits
  25. 25. By Colorado Licensing Program Royalty Free Licensed Use
  26. 26. A Mutually Beneficial Cycle Economic Growth More Jobs STATE OF COLORADO Attract More Talent Consumers Aware COMPANIES Company Grows Buy More CO
  27. 27. EARLY ADOPTERS STREAMING IN
  28. 28. Applications
  29. 29. Applications
  30. 30. Brand Guidelines THE BRAND GUIDELINES
  31. 31. Where we’re headed
  32. 32. It’s our nature. A brand by Colorado for Colorado

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