How to create an effective school brand
Your brand is the name, term, sign, symbol or design that identifies you and makes you stand out from other schools.
A strong brand helps you make an impact each and every time a parent, pupil or stakeholder makes contact with your school. A strong brand can give you a competitive advantage when trying to get the attention of prospective parents.
Your brand is like a promise to your stakeholders and forms the foundation of all your marketing communication.
Why have a brand?
• Deliver your message clearly
• Show your credibility
• Connect with stakeholders emotionally
• Motivate stakeholders
• Instil a feeling of loyalty
• Raise awareness of your school
Promoting your brand well
To be truly successful your brand needs to meet the public at every point of contact including; external signage, website, prospectus, letterheads, social media, newsletters, advertising, leaflets, school uniform, and sports kits. The stronger the brand, the more people will believe in it and the more they will believe in you and your aims and values.
Where can you promote your brand?
School logo – Your logo is the basis of your school brand and the most instantly recognisable part of your brand. A well designed logo should reflect your ethos and values and express what you stand for as a school. Your logo will run across all other marketing tools.
School prospectus – A school prospectus can give the key information a parent needs to make your school their first choice, and is an effective way to promote a strong school brand. Strong photography can also help communicate your brand values and, although a little cliché, a picture can speak a thousand words!
School website – The first time a lot of people will come into contact with your brand is on your website. Does your website effectively reflect your brand and, as a result, clearly communicate your ethos and values? As well adhering to statutory requirements, does your website act as an effective information and communication tool that promotes your values clearly?
Signage – Eye catching external signage communicates your brand to passers by and the local community, and can act as a window into your school.
Social Media – Spread awareness of your school and celebrate its top features through social media at the same time as promoting a strong brand.