Brand Guidelines

Tone of voice

Tone of voice

Our Style Guide

The mandatory style guide that includes guidance on common grammatical, spelling and editorial queries.

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Our tone of voice

Find out how to speak as the British Council and communicate in the British Council style.

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What our tone is

See real on brand examples of how to reflect our tone of voice through your materials.

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What our tone is not

Examples of poor writing that do not reflect the brand well.

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Talking as the brand

Understand who is doing the talking when you are writing on behalf of the British Council.

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Flexing for your audience

How to flex your tone for different audiences and create engaging copy that captures their attention.

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Writing for different channels

Guidance on how to capture your audience’s attention and keep it and how to write for the web.

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Your writing checklist

A useful writing checklist to help you ensure your writing style is on brand and in the British Council style.

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Commissioning a copywriter

How and when to commission a copywriter, to ensure your copy works as hard as it needs to.

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Plain English

For an organisation that promotes English around the world, it is important that we speak and write clearly.

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