Five secrets of brand strategy

1. A clear school brand strategy is the foundation for effective decision-making.

2. Your school's brand strategy is the roadmap to your desired educational destination.

3. A shared school brand vision unifies the entire school community.

4. Students, parents, and staff are essential partners in shaping your school's brand.

5. Customize your school's message to resonate with different audiences.

1. A clear school brand strategy is the foundation for effective decision-making.

A well-defined school brand strategy provides a clear framework for making informed choices about everything from curriculum development to marketing initiatives. It ensures that all decisions align with the school's mission, values, and goals, leading to a cohesive and impactful educational experience. By clarifying the school's unique identity and target audience, a strong brand strategy helps to eliminate guesswork and optimize resource allocation.

2. Your school's brand strategy is the roadmap to your desired educational destination.

Just as a roadmap guides traveler's to their destination, a school brand strategy outlines the path to achieving the school's vision. It defines the desired outcomes, sets clear objectives, and identifies the steps needed to reach the goal. By establishing a clear direction, the brand strategy motivates and inspires the school community to work together towards a common purpose. It also serves as a valuable tool for measuring progress and making necessary adjustments along the way.

3. A shared school brand vision unifies the entire school community.

When everyone in the school community understands and believes in the school's brand, it creates a powerful sense of unity and purpose. A shared brand vision fosters collaboration, communication, and teamwork among teachers, staff, students, and parents. It ensures that everyone is working towards the same goals and reinforces a positive school culture. By aligning everyone's efforts around a common identity, a strong brand strategy enhances the overall school experience for all stakeholders.

4. Students, parents, and staff are essential partners in shaping your school's brand.

A successful school brand is built on strong relationships with all members of the school community. By involving students, parents, and staff in the brand development process, schools can gain valuable insights and perspectives. This collaborative approach helps to create a brand that truly resonates with the needs and aspirations of the school community. By fostering a sense of ownership and engagement, schools can build stronger loyalty and advocacy among their key stakeholders.

5. Customize your school's message to resonate with different audiences.

Effective school marketing requires tailoring messages to specific audiences. Different stakeholders, such as prospective students, parents, current students, and the local community, have unique needs and interests. By developing targeted messaging for each audience, schools can increase the impact of their communication efforts. A well-crafted brand strategy helps to identify the key messages that will resonate with each audience and develop effective communication channels to deliver those messages.

Felix Kershaw, BSc, MA,

Senior Strategist Devonshire International