The Visit Angus Brand Wheel is a vital tool to navigate the direction of the brand, ensuring strong brand identity and providing protection by guiding consistency of its use.

It is made up of several elements:

• A Brand Proposition should create a connection with the audience and communicate why visitors would want to visit and what sets the destination apart.
• The Brand Essence represents the heart and soul of the brand.
• The Angus brand must have a Personality when expressing itself. This helps convey the human characteristics of the brand that the audience can relate to.
• Every brand must stand for something, and these qualities are conveyed through the Brand Values.
• Brand Positioning should be a statement of what you want people to think of when they think about the brand.
• And finally, the Brand Wheel should contain the benefits that a visit to Angus will provide, and the products and facts that confirms why we believe those benefits will occur.