A brand strategy is required that focusses on and targets our key stakeholders, users and the general public. This is required across the Island of Ireland. The brand strategy should be designed so that the Waterways Ireland brand can, over time, become a strategic asset that supports the achievement of our Long-Term Plan and ives. More specifically the brand strategy must enable us to: 

1. Create awareness, understanding and affinity of Waterways Ireland, our role and remit;

2. Communicate and promote the value of the waterways and programmes under our control;

3. Position the organisation as the custodian and expert in protecting, maintaining and developing the waterways on the island of Ireland, thereby securing greater funding and investment;

4. Increase our influence and impact with key stakeholders and in particular with planners, funders, partners and potential partners;

5. Re-energise and reinvigorate our people through the development and execution of an employee brand strategy; and

6. Support and facilitate communications campaigns ad propositions aimed at existing and potential users and the public in order to create enhanced awareness and drive trial and usage of waterways assets.

In addition to addressing the ives above, there is a requirement to develop and define the overarching brand architecture for Waterways Ireland.

The key deliverables from this project are: 

1. A brand strategy for Waterways Ireland that can be used to engage both users, key stakeholders and the general public.  

2. An employee brand strategy - the employee brand should be developed as part of the process.

3. The establishment of a clear brand architecture in which the Waterways Ireland brand and key ‘amenity brands’ are positioned.

4. Guidelines on brand execution – tone of voice, visuals, messaging, naming protocol system, etc…