City of Inverness marketing group urges local businesses to get behind Inverness branding campaign

The City of Inverness Marketing Group is urging businesses in the city to join those who are successfully involved in the City of Inverness branding campaign and benefit from being part of Inverness's success.

The branding, which can be used on stickers, logos, adverts, signage, websites and stationery, builds on the theme of the "city in the Highlands", placing the emphasis on the "in" of Inverness, such as exploreINverness, comeINshop", businessINverness and comeIN dine.

A recent report into the first 18 months of the campaign, which was launched in March 2004, has concluded that it is now widely recognised, with 90 per cent of businesses surveyed saying they were aware of the Inverness branding. Usage of the branding was 23 per cent amongst Inverness businesses, increasing to 31 per cent in the city centre. However, among businesses surveyed from the public and voluntary sectors this increased to 56 per cent and 42 per cent in the retail sector.

Seventy-eight per cent of those using the branding agreed that businesses benefited from association with the city branding effort, and 88 per cent of them felt that using the branding communicated that Inverness was a city willing to do business.

Of those businesses not using the branding, the most commonly cited reasons were: "not relevant to my business"; "conflicts with own branding"; and "against company policy". However, 70 per cent of those not currently using the branding material said that they would or would possibly consider using it in the future. 

Developed by the City of Inverness Marketing Group (CIMG), a private and public sector partnership, with the backing of Inverness, Nairn Badenoch and Strathspey Enterprise (INBSE) and The Highland Council, the campaign aims to raise awareness of the city and to highlight the many attributes it has to offer those who visit, work or live in Inverness.

Jean Ramsay Smith of the CIMG said: "We are pleased to see so many local businesses using the branding, and are confident that this number will continue to increase as more and more businesses see the benefits of being associated with a great city and a common brand. We are encouraged that 70 per cent of those not yet using the branding would consider it, and look forward to welcoming them on board in the future. 

"Branding is an important way of cities and regions competing for investment, tourism and prosperity. CIMG believes it is vital that Inverness, which is in direct competition with other centres in the UK and Europe, projects an image that emphasises what it offers. The marketing campaign is not simply about producing a slogan or logo, but aims to summarise the unique qualities of the area."

Stuart Black, chief executive of INBSE, said: "The City of Inverness branding is an important element in the promotion of this relatively new city. The brand identity helps us to spread the word about the success of the city in the Highlands and the many advantages it has to offer visitors, businesses and residents. We would encourage Inverness businesses to get behind the campaign and share the benefits of belonging to this special city."

Free use of the flexible city branding material is available to all businesses for their own use. For further information telephone 01463 724222 or email info@inverness-scotland.com