Killeen in search of missing identity

"There's nothing diet about it."

"Always low prices."

"Keep it weird."

Slogans, taglines and catch phrases cause a person to instantly think of a product, business or in some cases a city. City leaders in Killeen hope by branding the community, it will become a recognizable city.

"You develop a brand for who you are, but also who you want to be and who you want to grow into and how you want the rest of the world to see you," said Connie Kuehl. "What little short thing is going to say, This is Killeen?"

Kuehl, director of the Civic and Conference Center, sits on a creative team charged with deciding on a branding slogan for Killeen.

Last year, North Star Destination Strategies came to Killeen to conduct surveys and interviews. The Nashville-based company surveyed Killeen residents and people who lived in nearby towns. The company also interviewed city leaders.

"The company has done a ton of research," Kuehl said. "They have a really nice snapshot of what Killeen is."

The full data from the research will not be made public until the city's brand is unveiled, but different aspects stood out to each creative team member. Kuehl said she was surprised by the buying power and expenditures per household. Read more here.