With regard to your editorial on the British brand identity (DW 28 November), it is well understood that any brand identity should express its brand platform. Form should follow function.
I therefore completely concur with your point that, “we shouldn’t encourage the view that you can change perception instantly by changing Britain’s name or slapping on a new symbol”. The image of Britain will be improved if we can effectively communicate our core brand values, appropriately to a global audience.
We shouldn’t be thinking of trying to sell the nation as a commodity but, rather, we should be doing all we can to ensure everyone knows what Britain stands for: a nation of people; who we are, what we believe in and what we’re really good at.
We have lots of positive brand values: originality, creativity, fairness and honesty, to name but a few. We need to convey these values in our communications, behaviour, products and services. We must not underestimate the importance of the value of our reputation overseas.
Second, I need to correct a reference made in the article, “What does rule Britannia?” (News Analysis, DW 28 November). Newell and Sorrell is not currently working on a new brand identity for the British Council.
Brand identity manager/
environmental design advisor