Angus Brand Storytelling Framework


A brand storytelling framework is a structured approach used to create a compelling narrative. This forms the basis of the stories we have to tell about Angus, and serves as a blueprint for crafting stories that captivate and resonate with our audiences.

The objectives of this brand storytelling framework are as follows:

  • Create a shared narrative framework to strengthen collective outputs.
  • Raise awareness of Angus and its offering to targeted, prospective visitor audiences.
  • Drive increased visitors, both day trips and overnight stays, to Angus.


Domestic UK Segments:

International Segments:

These audiences seek out relaxation, quality and personalised experiences with nature and culture being a dominant theme.

Value Proposition

Nature, beauty and heritage to explore at your own pace. A step away from the everyday.

Narrative Statement

On Scotland’s east coast set between the sea and mountainous glens, Angus is a tranquil region offering a gentle escape, set between two cities. Angus lets you slow down and immerse yourself in beautiful scenery, world class produce grown in the area, and a rich history of Scotland.

The birthplace of Scotland, Angus holds centuries of history from Scotland’s past. Visit the ruins of an ancient abbey, wander round castles connected to royalty, and learn the stories of historical houses. A range of museums and galleries across the region will connect you to local people, history and culture from past and present.

Nature awaits everyone on water or land. Take in the views and fresh air on a quiet stroll along one of Angus’s beaches or walk along the majestic sandstone cliffs.  You can explore by bike, boat, kayak or paddleboard too. Travel to the Angus Glens and conquer a munro, or cycle through a forest on the edge of the Cairngorms National Park. Play a round of golf at one of 17 courses, from championship coastal links to lush park land.

The fertile farmland across Angus produces some of Scotland’s best food and drink with award -winning delicacies changing with the seasons. Follow a trail to suit your appetite from picking your own soft fruit, tasting Arbroath smokies or sampling award-winning spirits. Angus has something for every taste.

Angus is steeped in nature and beauty, to explore at your own pace. A step away from the everyday.

Product & Messaging Pillars

Outdoor Adventure

  • Active experiences
  • Coast to glens
  • Nature and wildlife
  • Wellness and escapism

Innovative Tastes

  • Local and seasonal produce
  • Experiences and trails
  • Local producers
  • Distilleries

History & Culture

  • History and heritage
  • Angus ancestors
  • Famous people and stories
  • Local communities

How to use this framework


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