All our communications need to convey the British Council’s offer in a way that is relevant to their specific audiences and spells out the valuable benefits we deliver.

Just as importantly, each communication is an opportunity to express and reinforce our brand values. These support everything we do.

Valuing people, creativity, mutuality, integrity and professionalism should be central to every communication. Again, you don’t necessarily need to use those words, but the thoughts, feelings and attitudes they express.

What makes the British Council distinctive is what we do – the products and services we deliver and the way we do it - which is what our values represent.

Our values are the glue that holds us together, unite the way we think, speak, communicate and behave across all our many areas of activity, in over the 100 countries and territories in which we work..

We communicate our values via our personality and our tone of voice.