Business membership organisation refreshes brand following turbulent year for Irish business
The new Executive Director, Brid O’Connell, said: “In the wake of a tumultuous year for international relations and recent political developments in our closest neighbouring countries, it’s now more important than ever before to support businesses that are truly contributing to Ireland’s economic development. My ambitions as Executive Director are to expand the membership base of Guaranteed Irish and bring this much-loved Irish brand firmly into the 21st Century.”
Speaking on her own appointment, Ms. O’Connell said: “I am excited about taking on this new role and looking forward to bringing my skills and expertise to enhance the Guaranteed Irish brand.
Rebrand and Revamp
To reflect how Ireland has changed since its inception in 1984, Guaranteed Irish has recently undergone a rebrand and repositioning. The organisation now accepts members that conduct a significant proportion of their business in Ireland, as well as indigenous firms.
“Our member organisations are companies that are proud of their Irish base and committed to creating a better Ireland, When assessing an applicant for membership, we look at three core criteria – jobs, provenance and community. If a company is contributing positively to Ireland across all three of these criteria, then they are very welcome to join Guaranteed Irish.
“We undertook this repositioning and rebranding project to reflect our evolution to a more modern, open, inclusive and diverse organisation, representing a new Ireland. We remain non-profit and are membership driven. We are seeking to promote better business in Ireland, using our new slogan ‘All Together Better’.”
Sustaining Irish jobs
Ms. O’Connell said a key aim of Guaranteed Irish is to foster job creation in the Irish economy.
“At Guaranteed Irish, we educate both consumers and businesses to show that even the smallest purchase decision can make the biggest difference by giving or keeping employment. We also undertake research to remain relevant and allow us to react to changing markets,” she said.
“Our member companies wear their Irishness and Irish links as a badge of honour at global level,” said Ms. O’Connell. “Being based in Ireland gives them a competitive edge. To ensure the best companies continue to operate here, we need to maintain and grow awareness of the benefits of doing business in Ireland. That’s what Guaranteed Irish is all about. So we’re back, bigger and better than ever. We are ambitious for our organisation, for our members and for the communities in which they create employment.”