Building a Strong School Brand
Practical ideas and strategies that increase reputation, enrollment and profitability in schools...
What is branding?
“A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.” Seth Godin
Branding is the collective representation of ideas, emotions and associations attached to a product, service, organisation or person.
What is a School’s brand?
A school brand, like any other brand, represents the identity, reputation, and values associated with a particular educational institution.
It encompasses the perceptions, experiences, and emotions that students, parents, alumni, faculty, staff, and the community associate with the school.
How can a school build a strong brand that will result in increased reputation, enrolment and profitability?
Three key questions to ask;
1. What are the needs of our target market?
2. How do we position the school in the market?
3. How do we want to be perceived by the public?
15 ideas and strategies to think about
1. Brand identity
2. Unique value proposition
3. Visual identity including School ambience.
4. Quality Academic programs
5. Quality of Staff
6. Positive Students’ experience and Outstanding Students’ outcomes.
7. School culture
8. 5-star customer service
9. Stakeholder engagement
10. Partnerships and Accreditation
11. Consistent communication and two-way communication channels
12. Marketing, Sales and Admission structure
13. Tracking Key performance indicators
14. Continuous improvement
15. Visionary Leadership
“A brand is no longer what we tell the consumer it is—it is what consumers tell each other it is.” Scott Cook
A strong school brand communicates the unique characteristics, strengths, and attributes of the institution and distinguishes it from other schools in the competitive landscape.
Finally, remember that,
“Brands are built from within … [they] have very little to do with promises made through advertising. They’re all about promises met by employees.” –Ian Buckingham
Love and Light
DAO