A new television programme broadcast worldwide tells how building a strong brand image for Orkney has generated success and boosted profits for local businesses.

 Ten Orkney companies feature in the film, which can be seen 24 hours a day on the internet-based station Country Channel TV.

The programme concludes that Orkney has shown how cohesive marketing can build long lasting benefits for a wide range of businesses - and that the power of strong branding is no longer the preserve of large multi nationals.

A Country Channel film crew visited the islands initially to shoot a film about food from Orkney.

 "They quickly discovered that all the food producers they featured had benefited from our support," said John Clarke, consultant to Orkney Marketing, an initiative funded by Highlands and Islands Enterprise and Orkney Islands Council.

"So as well as making a film called a Taste of Orkney, they decided that the way we've built a brand for Orkney was a story well worth telling in its own right."

The result is a 17-minute film featuring Orkney Fishermen's Society, Orkney Herring, farmer Scott Harcus, the Orkney Cheese Company, Orkney Isles Preserves, the Orkney Lobster Hatchery, the European Marine Energy Centre (EMEC), Sheila Fleet jewellery, Orkney Hand Crafted Furniture and the Yellowbird Gallery.

"It reflects how marketing support has helped build businesses and enabled companies to explore export markets and develop new products," said Mr Clarke.

"We've helped and encouraged companies large and small across many business sectors and in doing so, we've built a brand for Orkney that reflects the islands' dynamism, superb environment, respect for tradition and commitment to quality."

Sheila Fleet, whose jewellery company employs around 50 people, talks in the film about one of the early successes of Orkney's marketing initiative - a trail that guides visitors to crafts workshops across the islands.

"The Craft Trail was a groundbreaking idea and it's since been imitated in many other areas of Scotland," she said.

"We've all benefited from being marketed collectively as vibrant producers of high quality crafts.

"Bringing visitors to our door, and giving them the chance to see how we create our jewellery, has been great for our own business from day one – something reflected in the jobs we've been able to create."

Fraser Anderson was filmed at the Kirkwall-based workshops where he creates Orkney chairs using both traditional and his own innovative new designs.

He was just 19 when he started Orkney Hand Crafted Furniture four years ago and has received support from Highlands and Islands Enterprise from the start.

A key to his success has been the chance to exhibit alongside other local businesses at events like the Bath and West Show and the Country Living Christmas Fair, where Orkney Villages were created and funded by the Orkney Marketing initiative.

"Bringing a wide range of Orkney companies together like that makes a really big impact," he said.

"Getting the opportunity to meet so many potential customers at such prestigious events has been really important for a small and relatively new company like mine - something I was keen to stress in the new film."

Accessible over the internet 24/7, Country Channel TV is the first station of its kind aimed specifically at people who live and work in rural communities, who love the countryside and have an interest in country matters.

At the forefront of a new generation of web-based TV stations, the free-to-view channel's directors include BBC sports presenter Rob Bonnet and BBC Breakfast presenter Bill Turnbull.

Called Orkney Marketing, the new film can be seen as part of Country Channel TV's regular schedules - but can also be viewed on demand at any time.

To see the programme visit http://www.countrychannel.tv

Country Channel highlights can also be seen, at selected times everyday, on Sky Channels 167 and 168 (Information TV).