A great brand is more than a logo and a tagline. It's about shaping thought and managing your reputation. And if you don't, someone else will!
In 2011, the city council and staff participated in a graduate-student project with the University of Denver’s Daniels College of Business Marketing Department. Both a marketing audit and brand audit were completed, and a five-component public sector marketing campaign was recommended. The audit concluded with “the basic recommendation is to be strongly proactive in shaping the brand of the city, much as its competitors are currently doing.”
Philosophy Communications was hired by the city in 2012 to create a brand for the city. The process included research, data-gathering and interviews with residents, non-residents, business owners and visitors. Six core values for the city were identified and used to develop the brand:
- Strong sense of community
- Small-town feeling
- Parks, trails, trees and open space
- Vibrant, historic downtown
- Top-rated schools
A Marketing Plan was developed that made specific recommendations to activate the brand and key messages statewide. The number one strategic goal in the plan was to create a Brand Book & Style Guide for use by the city and its marketing partners.
The tagline, "Anything But Little" gives a nod to the small-town feeling, while conveying the ironic message that Littleton may feel small but what happens in Littleton is BIG!