Expressing the IU brand
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Being purposeful about how we’re perceived
As we know, our brand image lives in the minds of our constituents. It is the perception people have of their experiences with us that truly defines who we are. To deliver the experiences we want, we have to be intentional about how we express ourselves in both messaging and design.
Although our expression will vary based on many factors, such as target audience, media placement, or campaign objective, IU has a common philosophy of brand expression that can guide all of our communications.
Using an approach that’s universal to all brand expression will allow us to achieve three important things:
Flexibility: making us capable of meeting diverse needs
By using the elements of brand expression, we can customize and personalize our communications to better resonate with our target audience.
Having the ability to tailor our verbal and nonverbal communications will help us form deeper, more meaningful connections.
Consistency: true to IU, no matter where we are
Maintaining a common thread among our communications makes our brand image stronger and helps to solidify brand association and recall in the minds of our constituents.
All verbal and nonverbal communications should represent our brand personality. This is important for authenticity and will help foster trust with our audiences.
Distinction: success is about standing out
We want our brand to be recognizable and compelling, not just within the higher ed landscape, but among brands across industries.
Leveraging brand expression in a way that’s right for your project will help capture, and hold, your audience’s attention.