IUC has used its brand, which can be described as a persona, to capture what it, as an organisation, stands for and to illustrate its espoused values and behaviour. The brand has four main elements, as set out below.

Character
IUC is a guide. It exists to give direction, point, steer and lead those who come into contact with it. It also provides instructions and help in everything it does.
Values
IUC values describe what the company believes to be most important, ie applicants, advisers, higher education staff, business partners and IUC employees will find an organisation that is approachable, knowledgeable, reliable, experienced and authoritative.
Behaviours
As a guide, the values that IUC wishes to exhibit will be expressed by giving direction, being crystal clear, providing value and being safe and secure.
Voice
The tone and feel of IUC is being useful, brief, clear, confident, interesting and accurate.