Conveying our personality is about creating an appropriate impression; you don't have to try and express all the attributes of our values, personality and tone on every occasion.

Use a style that is appropriate for your particular audience – be it senior policy advisers or young people seeking a UK education. Be aware of the various elements of our personality, but tailor what you say or write to address that specific group of people.

What we are trying to achieve is an overall high standard of communication – one that reflects our values, who we are and how we work, and one that is distinctly and uniquely the British Council’s.

Download our latest style guide and editorial standards.