When we deliver products and services to our customers, it is a critical moment in our relationship with them. Every time anyone comes into contact with the British Council, they are ‘touching the brand’.

So it is very important that every one of us delivers on the ‘brand promise’ we make through our communications – the same communications that steered our customers and partners to us in the first place.

Doing this consistently is an essential part of the brand-building process and makes a major contribution to how we are perceived over time.

Using our values as the foundation, we can all help reinforce the qualities and performance of the brand through the way we behave and deliver customer service.