Ireland’s love affair with Guaranteed Irish

Guaranteed Irish is a not-for-profit organisation which has grown and changed over the years into an internationally recognised symbol of provenance and trust. Brid O’Connell, the newly appointed CEO of Guaranteed Irish, explains the benefits of being a m

Brid O’Connell, a seasoned marketing, PR and communications specialist from West Limerick, is the newly appointed CEO of Guaranteed Irish. O’Connell says that the Guaranteed Irish brand is a vital part of the Irish DNA and she hopes to future-proof the brand long into the future to benefit Ireland.

“Research, undertaken by Amárach Research, shows that nearly 80pc of Irish people recognise the Guaranteed Irish symbol,” says O’Connell, “so with that level of brand awareness it becomes a very strong marketing asset for Ireland.”

BENEFITS

Members use the symbol as a marketing and CSR tool to align themselves with businesses that choose to support job creation in Ireland. They also benefit from Guaranteed Irish’s networking and training events, lobbying and PR.

“The brand represents all businesses that have chosen Ireland as their base, have invested in their community and have created longterm sustainable jobs here in Ireland,” says O’Connell. “The symbol is the original and highest recognised mark of ‘Irishness’. People from around the globe have a love affair for the Guaranteed Irish brand and today, while it has undergone much needed repositioning to reflect the global market, it still boils down to job creation and community support, so the love affair continues.”

Ireland needs to adopt a twin-track approach - supporting local, while looking global - if we are to reach our potential. Guaranteed Irish has a new Board of Directors, a new Appraisals team and a new Digital and Communications team.

“Guaranteed Irish is the oldest brand of origin in Ireland and that means it’s trusted. This is what members are drawn to. It is a voice for both the small and large businesses coming out of Ireland, from the indigenous to the international, across all sectors that create jobs and add value to our communities. With this approach we believe we are ‘all together better’.”

IRELAND IN THE GLOBAL ECONOMY

Guaranteed Irish believes that both Irish businesses and foreign direct investment companies can be mutually beneficial to each other, which is critical for Ireland to thrive in a global economy.

“When an Irish company performs well overseas, it opens doors for smaller companies,” says Brid. “Examples of this are Kingspan, which is an Irish business that exports insulation products all over the world, and Tegral, which manufactures roofing products that are sought after worldwide. Guaranteed Irish members can associate themselves with the best global products available. Our members are great ambassadors for Ireland.”

THE FUTURE OF IRISH BUSINESS

Many in the business world fear the effects of Brexit but, Guaranteed Irish see it as a massive opportunity for Ireland to shine.

“Brexit is an opportunity for our companies to upscale and diversify to other markets away from the UK with the help of Enterprise Ireland,” says O’Connell. “The United States has always been a huge market for Ireland and it’s where Guaranteed Irish has, and will, continue to do very well. There’s also a big opportunity for Ireland in Eastern and Asiatic countries. I believe that if our businesses are proactive then they will succeed. We refer relevant members to the Irish Exporters Association and we also endorse IDA Ireland in their search and delivery of sustainable jobs to Irish communities, especially to rural Ireland.

“As the national symbol of provenance and trust, the Guaranteed Irish brand allows businesses to show their connection to Irish quality, craftsmanship, skills and innovation. It is very important to promote the trust in Irish products and Irish businesses and we want to leverage that heritage of being trustworthy on a global scale.”

Brid O’Connell is confident about the future of Guaranteed Irish.

“I see it as a tool that is useful to signal every business’s commitment to jobs, community and Ireland itself. It needs to be vocal going forward to support members who are nervous in an uncertain global economy. Guaranteed Irish is a voice of confidence from all business sectors that have come behind the symbol to say, ‘We are all together better’.”

In this special supplement in the Irish Independent, we focus on the contribution of the Guaranteed Irish members in the construction, manufacturing, hardware and DIY sector. We take a closer look at their significant contributions to Irish communities and employment. We have special interviews and insights from Irish businesses on how they have sustained their businesses to date and how innovation, adaptability and diversification have allowed them to scale and grow. This is a good news story about the construction industry in Ireland and its impact across the globe through the lens of Guaranteed Irish.

As the national symbol of provenance and trust, the Guaranteed Irish brand allows businesses to show their connection to Irish quality, craftsmanship, skills and innovation