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

1. brandCOLORADO
made by Colorado, for Colorado
Fall, 2013

3. My Professional Journey
1987-1989
market research
1989-1993
1994-2008
brand manager
founder and ceo

4. So, the next step
is, logically...
take a job in
government.

5. Aaron Kennedy
Chief Marketing
Officer

6. You either move FORWARD
or get left BEHIND

7. 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

8. Mission
Unite our state agencies and help Colorado
become more competitive in the global
marketplace for talent, trade and tourism.
!
!

9. 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

10. 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

11. 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

12. DISCOVERY
Traveled to all four
corners of the state
!
Interviewed thousands
!
Engaged with hundreds
of thousands

14. STRATEGY
Build upon our greatest strength.
Start with something indisputable.
Add something distinctly appealing.

15. Build on Strengths
•Most recognizable icons are the flag and license plate
!
•Building on those strengths gives the brand immediate
strength as well

16. 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

17. 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

18. Start with Something
Indisputable
King of the mountains

19. Add Something
Distinctly Appealing

21. 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

22. 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)

23. DESIGN
250 Applications
!
400 Nominations
!
12 Selected

25. 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

27. Our Toolbox
Flag
Brand
Seal
For all people
For authorized use
Enforcement

28. State Brand Application Examples

30. 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

31. By Colorado Licensing Program
Royalty Free Licensed Use

32. A Mutually Beneficial Cycle
Economic
Growth
More
Jobs
STATE
OF
COLORADO
Attract
More
Talent
Consumers
Aware
COMPANIES
Company
Grows
Buy
More
CO

33. EARLY ADOPTERS STREAMING IN

35. Applications

36. Applications

37. Brand Guidelines
THE
BRAND
GUIDELINES

38. Where we’re headed

39. It’s our nature.
A brand by Colorado
for Colorado