Montrose, Colorado Brand Extension Case Study

They say that imitation is the sincerest form of flattery. So if you've got a super successful destination brand and find other public sector organizations wanting to adopt it . . . well, consider it a compliment and help them make it work. Because the more cohesive your community's identity, the better the outcome for all the players.

Such was the case with Montrose, Colorado. In 2008, the CVB partnered with North Star Destination Strategies to develop a brand identity to attract visitors. Montrose is perched on the edge of the Black Canyon National Park but, despite being a stone's throw from one of Mother Nature's most magnificent creations, little had been done to leverage that relationship. North Star recommended that Montrose own the Black Canyon, serving as base camp to all its adventure. As a result visitors would not only be enticed to "look deeper" at the canyon, but also at all the possibility Montrose offers. Go here for a refresher on the tourism brand.

Fast forward a couple of years and the Montrose destination brand is going gangbusters. Recognizing the potential of the tourism brand for promoting the interests of area merchants and businesses, the Montrose Association of Commerce and Tourism partnered with North Star to extend the brand for the purposes of economic development and community enrichment.

"One of the hallmarks of a relevant and effective destination brand is its ability to seamlessly connect to the goals of other public sector organizations over time," explained Don McEachern, North Star CEO. "This only works when the tourism identity is based on something greater than the attractions within the destination, it must be a reflection of the history, the culture, the geography and the society of a place."

In this case, the idea of Montrose as base camp was extended to culinary and retail experiences. The existing logo and line were integrated into the graphic identity of downtown and other economic development efforts using a family of logos, which allow for individuality even as they promote consistency. Go here to see the extension of the original Montrose tourism strategy. This recent blog article explains the importance of a strategic brand platform: Strategic Brand Platform: The Touchstone for all Community Branding Activity.

Go here for additional examples of logo families

Go here to read the Montrose brand anthem

In addition, a strategic plan was developed to expand and evolve the Montrose competitive identity by influencing residents, businesses and visitors to look deeper at all the retail opportunity available in the area. Specifically, strategies target retail enhancement, special events and community engagement. For example,

• Implement a text for info campaign to generate interest and provide information.
  
  


• Develop retail recruitment materials integrating the new brand.
  
  
  
• Initiate a Deeper Discount customer loyalty card program to encourage shopping
  local first.
  
  
  
• Challenge area chefs to create a one-of-a-kind "Deep Dish" and showcase the best in a regional cook-off. Deep dish pie, deep dish pizza and deep-dish lasagna are all traditional favorites.
  

• Install entry signs on major gateway thoroughfares into Montrose to provide a sense of arrival and place.