Our tone of voice is simply the way
we talk to people – face to face, in speech, in print or on film
– when we are representing the British Council.
Just as we all have a recognisable and distinctive personal
tone of voice, it is very important that the brand has one too.
Our tone of voice helps project our personality. If it
is presented consistently, it will help people recognise us, get a feeling
for what we do and what we stand for, and help make what we say more
believable and memorable.
The right tone of voice will make a considerable difference
to the effectiveness of all our communications.
It doesn’t mean that you can’t express yourself. What it
means is that when you are communicating as part of a
British Council team, you need to be aware that you are
speaking or writing on behalf of the organisation and of the brand. So the way you express yourself should be ‘on brand’
and aim to reflect the British Council’s values and personality.
Our tone should be.
Worldly
Informed and entertained about the world, with expertise and experience
in how it works, insightful about the people in it. It's a sophistication
worn lightly, a respect and open mindedness embedded in everything
we say.
Inspiring
We believe our particular knowledge is at its most valuable when being
shared. We are positive and always encouraging. We mix unparalleled
learning with the excellent and intuitive communication skills needed
to make our work available to all. We know we change lives, so we
act with integrity. We talk and act with realism as well as enthusiasm.
Inclusive
We’re always aware of our audiences and what they need to know
from us. We sound like a person, not an organisation. A measure of
inclusiveness is being able to explain the complex in a simple way.
Simple is not simplistic. We are candid, knowledgeable and engaging.
We are always direct and clear and personal. We use language to open
up possibilities, not close boundaries. We help people understand
the world a little better than they did before.
Vivid
We seek to entertain, enthuse and excite by opening up a world of
cultural diversity and possibilities. Our language is never obvious,
never formulaic, never standardised. We will find the visionary, the
challenging, the odd, surprising or even shocking word, image and
phrase. We do not do this to be sensationalist, fashionable or superficial.
We do this to create a deeper, fresher, more embracing understanding.
Authoritative
We speak with the authority of a global cultural relations organisation.
We are worldly and informed, fluent in the world's culture and ideas.
Though we are global, we speak person to person. Our voice is never
passive; our opinions are active and involving. We are bold but never
arrogant, understanding but never presumptuous. We do not make statements
for effect or to display our cleverness, we speak to bring about change.
We value people. We are never superficial.
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