Indiana. Yes, it's a brand.

I watched Governor Mitch Daniels State of the State Address this week. I was interested in hearing how he would chose to address the highs and the lows of Indiana's performance over the past year. While acknowledging the challenges faced by our state and the residents who live here, he also took some time to put those challenges into perspective. Indiana has successes that are worth noting and celebrating.

It got me thinking about Indiana and even Hoosiers as a brand. States definitely need to clearly articulate their unique selling points when pitching themselves as a place to do business to the outside world. I imagine the average Hoosier, if asked, would describe Hoosiers as hard-working, value-centered, and relatively conservative. While that may or may not be an accurate description, those are not the unique selling points that differentiate our great state. At least not in terms that matter when pitching Indiana to newcomers.

From an economic development standpoint, what I heard about Indiana is:

Affordable housing

We can back that up with statistics that prove the cost of living here is an attractive differentiator.

Fiscally sound

We are one of very few states that can claim a working cash reserve. It has allowed us to navigate the current recession without making cuts to the most basic of necessities. That is not to say we haven't had to make sacrifices, but the severity of those sacrifices have been mitigated by the financial position of our state. Our bond rating remains strong, and outside companies know that they can set up business in a state that can support infrastructure development.

Progressive posture on taxes

The reforms made to the statewide property tax system were accomplished through a bipartisan effort at a time when many states were forced to raise taxes. Residents of the state demanded change and the political system worked to support it. From an outsider's perspective, this is evidence of a state willing to tackle tough reform.

The purpose of this post is not to put forth personal political opinions. Instead it is an opportunity to review the message through the brand positioning lens. As brand communicators, the Element Three team understands the importance of defining those points of differentiation that separate you/your company from your competition. As speeches go, Governor Daniels clearly defined Indiana's differentiating points. He was "on message." It's something his team can back up with proof points. On a personal level, it made me proud to identify with being a "Hoosier."