Brand Indicator

The brand indicator is a tool to help us understand both the island of Ireland brand and how to go about creating communications that reflect it.

The brand indicator is a tool to ensure that our positioning and promise are fulfilled in these applications.

When expanded (as shown above right) the brand indicator displays the characteristics of our positioning and our promise. At least some of these characteristics must be reflected in all our activities.

When condensed (as shown below right) we are given a very useful measurement tool with which to assess our Brand Ireland activities.

Using the Brand Indicator

To see if your event, image or communication is on brand ask yourself these questions:
What characteristics of character and characters are identifiable?
Is a visitors experience directly communicated?

When creating Brand Ireland applications we can use the brand identity system, visual imagery and written word. Choosing the right message and visual imagery, regardless of what it will appear on, is fundamental to building a compelling image of Ireland.

Our brand communications need to reflect a sense of what we mean by character and characters, so how do we communicate this unique quality? Our communications provide a first introduction to the holiday experience that we are promising on the island of Ireland.

Brand Indicator Examples

Click to Enlarge

Click to Enlarge

Place the brand indicator over any application or element. This will provide a test for assessing whether it is on brand.