OVERVIEW

The British Council is a UK international organisation promoting cultural relations and education opportunities. The British Council has been in Singapore since 1947, with a mission to build mutually beneficial relationships between the people of the UK and Singapore. The British Council, having a clear understanding of their business and its’ direction crafted desired brand behaviours but identified challenges in implementation. In this light, The Brand Theatre was approached to strengthen their internal brand and to align the already developed brand behaviours. Critical in this engagement was the need to translate the aforementioned across key touchpoints. The Brand Theatre executed a research, strategy and internal branding based project that developed internal alignment. Ultimately, the British Council has seen an increase in employee engagement across all roles and all customer touchpoints.