Since 1927 ESB has built a strong reputation through delivering a great energy service to the people of Ireland and by presenting our brand in a consistent and professional manner. Having a strong brand has been a critical component of our business that has enabled us to successfully compete in the all-islands energy markets and internationally. Our brand identity helps signal ESB's vision, of being Ireland's foremost energy company, competing successfully in the all-islands market and our mission to bring sustainable and competitive energy solutions to all our customers. It is important that we look after our brand carefully and maintain it as we would any other valuable business asset so that it always remains distinctive when we communicate with all of our audiences. With a greater consistency across all ESB communications we ensure a confident and authoritative look and feel.