At the heart of the “all England” brand will be a robust understanding and appreciation of what England stands for, which can then be applied with value and consistency across a broad range of domestic and international English tourism stakeholders. The England brand will differentiate the destination from Scotland, Wales and Britain (although part of it) to offer a unique consumer proposition. VisitEngland is developing an all-embracing brand promise which can be applied with equal relevance and consistency across a broad range of audiences and destinations to ensure we all deliver to the brand.

VisitEngland is producing England brand guidelines to assist in communication of the brand so that destinations and industry can identify where they fit and how they can use the England brand to deliver on the brand proposition. It will visualise and translate the values for VisitEngland to base future marketing campaigns and partnerships. The toolkit is being developed not to create new logos but to better coordinate the England brand architecture so all destinations in England can use it with equal relevance. With a single brand promise as well as aligned look-and-feel and tone-of-voice all destinations benefit from cumulative brand strength.