St. Patrick’s Day: A Case Study in Branding

Irish  -  Beer & Whiskey  -  Party all day  -  The shamrock  -  The Color Green  -  Leprechaun

When I say these words, it inevitably conjures an image in your mind – ST. PATRICK’S DAY! What is St. Patrick’s Day and how did it become this global symbol of celebration?

St. Patrick brought Christianity to Ireland in the 5th century and became the patron saint of Ireland. St. Patrick’s Day honors him. Irish people around the world celebrate their culture on this day.

But what makes this celebration different is that the celebration has gone beyond just the people of Irish descent. All of us celebrate St. Patrick’s Day. Even the Chicago River turns green on this day. We do not show the same adulation and excitement for any other culture and their days of celebration.

This is where the branding comes in. So, let’s dissect it a little bit:

Logo: Shamrock or Leprechaun

Tagline: Happy St. Patty’s Day!

Visual Identity: Green. Shamrock. Beer. Irish Whiskey. Windmill. Leprechaun. People having a good time.

Mission: To imbue the whole world in Irish Culture for a day.

Practices/Rituals to reinforce the brand:

- Pinching those who do not wear green, since the Leprechaun can see the non-celebrators

- ‘Kiss me, I am Irish’ to imply you get good luck from the kiss

Symbolism: Green, Leprechaun, Shamrock are all supposed to bring you Good Luck.

Now that you know the underlying branding on the holiday, go enjoy! I will be wearing green.