Time to demonstrate just how good we are

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.

Ian Gunter

Brand identity manager/

environmental design advisor

British Council

ian.gunter@britcoun.org