Brand Identity Planned For Indianapolis

A brand identity for Indianapolis is in planning to make efforts that include tourism and economic development more effective, announced Indianapolis-based SCS Consulting, a project manager.

"The Indianapolis area competes for conventions, visitors, employers and workers, many organizations and agencies develop communications strategies with specific positioning, taglines and other aspects of branding," said Thomas King of Eli Lilly & Company, who serves as chair of the Indianapolis Branding Initiative.

"Having so many different messages in the marketplace creates fragmentation and potential confusion. Through this initiative, we hope to develop a single, cohesive brand that will capture the essence of what our area has to offer."

Guided by San Francisco-based EquiBrand Consulting, the team oversaw research, including more than 60 interviews and a dozen focus groups with participating organizations, site consultants, meeting planners, target companies, visitors, along with other local business, civic, and education leaders.

According to research, Indianapolis has benefited from a shift over 10 years that has reshaped the region, indicated by a revitalized downtown, convention center, cultural and sports attractions and integrated university system.

Initiative participants include city and state government, economic development, the corporate and philanthropic communities, agencies, and cultural entities.