Branding Project FAQ

What is a brand strategy?

A brand strategy is more than a logo and tagline. It's a researched and carefully thought-out platform that allows us to articulate the essence of our city and region through advertising, promotions and communications. Our approach was not to create a brand for the region, but rather to discover the brand that already exists and then articulate it in a way that allows us to communicate effectively with our target audiences. An effective brand is authentic and true to our heritage and aspirations. It's differentiated so that we stand out from other destinations in our competitive set. It makes an emotional connection to remind people about how they feel when they're in The Springs.

View the brand strategy presentation.

What is the purpose of the brand strategy?

Many organizations, including the Colorado Springs Convention & Visitors Bureau, market Colorado Springs to various audiences such as leisure travelers, meeting planners, potential residents and businesses that are considering relocation to The Springs. Having a comprehensive brand strategy provides a common base upon which these organizations can build advertising campaigns and deliver a consistent and focused message. Business objectives include:

• Create more community pride and cohesion
• Create job growth through existing and new businesses
• Bring more visitors and participants to Colorado Springs

Who created the brand strategy?

Leadership for the project was a joint effort among eight community organizations, with broader participation from organizations and individuals from throughout the region. Formed in March 2011, the Community Branding Task Force includes: 

• The City of Colorado Springs
• Colorado Springs Convention & Visitors Bureau (CVB)
• Colorado Springs Regional Economic Development Corporation (EDC)
• Greater Colorado Springs Chamber of Commerce
• El Pomar Foundation
• Colorado Springs Sports Corporation
• Colorado Springs Housing & Building Association
• El Paso County

After sending out a Request for Proposals to more than 20 local advertising and branding agencies, the Task Force selected Stone Mantel as the consultant to help discover and articulate the brand strategy. Over 30 organizations participated in the Action Planning Workshop (May), a one-day session where the group learned more about branding and the brand development process. In July, field work included dozens of interviews with residents and visitors to get their take on why they live or visit here. Over 90 organizations and private citizens participated in the Branding Charrette (August), a two-day session in which the group went through a series of exercises to delve deeply into what Colorado Springs stands for and represents.

Once several logo and tagline concepts were developed, they were tested in a field survey to 200 current and former residents, 200 people who had visited or plan to visit Colorado Springs and 150 businesses who matched the profile of the businesses recruited to relocate here.

How much did all that cost and where did the money come from?

The total cost of the brand strategy development and research study was $111,000. A majority of the funding came from the CVB's advertising budget. El Paso County and the EDC assisted in the funding of the research project. The CVB derives part of its funding through the Lodging and Auto Rental Tax collections (80%) and the balance is from the private sector (CVB membership dues, sponsorship, advertising and event revenue). 

So, you spent $111,000 and all you got was a logo and tagline?

The deliverables on the brand strategy project are much more than simply a logo with a tagline and include the following:

• Comprehensive brand strategy including brand essence, story, culture, character and functional, emotional and social jobs that the brand will help accomplish (more on this below)
• Quantified research study to test logo and tagline concepts
• Logo and logo usage guidelines
• Tagline and tagline usage guidelines
• Brand implementation plan

 What does the implementation plan look like?

• Introduce the brand to the community
• Inform regional organizations how they can leverage the brand to meet their marketing objectives
• Infuse the brand into our marketing, promotion and communication efforts

Why did you create the video and why has it been removed?

The brand video was a visual created as part of the implementation plan to introduce the brand to the community specifically at the November 15 press conference and Annual Tourism Awards dinner. It has served its purpose and was never meant to be a direct communication piece to residents, visitors or businesses.

Are other communities using Live it Up! in their marketing?

In our research, we did uncover several other locations that are using Live it Up! in conjunction with their logo. We determined that because none of these communities is in direct competition for our target markets, we would proceed with using the tagline. Through our legal counsel, we learned that the phrase by itself is not copyright or trade mark protected. This is difficult to use with a phrase that is relatively common. What can be done, and what we're in the process of doing, is protecting the tagline in conjunction with the logo.

How can I get more information or provide feedback?

Please contact Amy Long at 719-685-7630 or Brand@VisitCOS.com