A series of meetings held throughout the Islands to discuss the ‘branding’ of the Western Isles has produced much debate and many ideas.
At both the public and invited meetings audiences were very forthcoming with their ideas, in response to how a brand could increase sales of products and services, increase visitor numbers and increase inward investment.
Ideas ranged from improving the image of the Outer Hebrides at ports of exit such as Oban and on the ferries to how the words “Outer Hebrides” could be used on packaging by individual companies.
Some people wanted wanted to know if the Post Office could change the postal address to “Outer Hebrides, HS……”. Others suggested that a Gaelic name was also required to be used appropriately. Another suggested that transatlantic passenger flights could land at Benbecula and Stornoway. Most people thought that the agencies would need to change their respective names to show leadership and gain a unity of brand image.
Much of the debate centred around how a brand image could be safeguarded and maintained, who would be able to use a brand and how applications would be decided. There was also the question of funding. How much would the whole process cost and how much for each constituent part?
It was thought that each sector would want to discuss how the brand concept would apply to each one and that arrangements for quality schemes and control would be decided by each industry. Where a sector already has such a scheme no replication would be required but, where a sector did not, some mechanism would need to be developed.
Currently funds to begin the process of finding a suitable brand concept for the Outer Hebrides have been provided by LEADER +, WIE and the Comhairle. The next stages will require private funding and for a partnership to be formed which can take forward a long term sustainable project to market and promote the Outer Hebrides .
In order to help the dialogue a web site www.brandhebrides.co.uk has been created to allow information to be accessed by everyone and for suggestions for the project group. The group will now meet with each sector to discuss their particular interest, to ensure that their requirements are adequately catered for and that the brand developments meets their business objectives.
Ken Kennedy, the project leader said “I am extremely happy at the audience participation at the meetings and at the quality of ideas generated for a brand.
The idea of reclaiming the name “Outer Hebrides” seems to have caght the imagination of everyone and it now remains for us to discuss details of the brand concept and to come back with firm proposals on the brand, its management, funding and a promotional strategy.”

Contact: Ken Kennedy 01851 709421

Nigel Scott
Communications Officer
Comhairle nan Eilean Siar

Tel: 01851 709389 (Work)
Tel: 07884 236103 (Mobile)
email: nscott@cne-siar.gov.uk