Highlands Ranch prepares to rebrand

HRCA, Metro District, chamber all involved

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As Highlands Ranch takes the final remaining steps toward build-out, community leaders are coming together to study how best to market the Ranch going forward.

The Highlands Ranch Community Association, Highlands Ranch Metro District and Highlands Ranch Chamber of Commerce will all play key roles in what is expected to be a year-long conversation on how to place the community in the best possible representative light.

“Highlands Ranch is evolving from a new, young and growing, planned community to a 30-year-old maturing community,” said Metro District spokeswoman Sherry Eppers. “Our role changes in that, the community changes in that, and how we position ourselves to people who might consider Highlands Ranch home either as a family or as a business is impacted in that as well.”

On the table is the possible development of a new logo that would represent both the HRCA and the Metro District, as well as the creation of a more uniform message that all of the leading organizations would work together to communicate to outsiders.

“Branding is more than a logo, more than a tag line,” Eppers said. “Your brand is what people say about you when you are not around. We need to understand what those perceptions are before we reposition ourselves in the community.”

“It’s everybody pulling together under one umbrella,” said HRCA board member Brock Norris. “Everybody has to be in the same boat and going the same direction.

“As for the logo, we need to have something distinct that really stands out and sets us apart from other communities and represents who we are as an active community.”

The Metro District and HRCA discussed the issue of rebranding at their last board-to-board meeting, and the Metro District, which is expected to take the lead on the project, continued that discussion at its May board meeting.

Eppers said a lot of the process will involve listening to other people’s perceptions of Highlands Ranch as well as discussing how the community wants to be perceived.

“We all drink the Kool-Aid about how great Highlands Ranch is and what we love about it, and why we work here and why we live here,” she said. “But we need to get outside of the Kool-Aid drinkers and understand what the other perceptions are, what the challenges are, what the problems are, and what the opportunities are.”