Orkney the Brand is run jointly by Orkney Enterprise and Orkney Islands Council and was established in 2003 to formalise and continue the brand building work that was started by the Orkney Marketing Scheme in 1995.

The programme exists to promote the products of the Orkney Islands by means of trade and consumer promotions and press and public relations. Its focus in recent times has been to raise awareness of two of its sub-brands - Taste of Orkney and Made in Orkney. 

Orkney the Brand's work is led by John Clarke who headed up the Orkney Marketing Scheme from 1995 to 2000 and who then founded Orkney the Brand.  It is fully supported by the public sector for the benefit of the private sector and the backers are represented by Maureen Shearer of Orkney Enterprise who assisted John in the work of the Marketing Scheme, and Morag Robertson of Orkney Islands’ Council.