Contrary to popular belief, a brand is more than a logo or tagline. It is much grander than a graphic image or a string of words. It’s more encompassing than even a product or a service offered. Your brand is the essence of your organization as perceived by your target audiences, and how people feel when they interact with you. Therefore, every organization has a brand. How can you best manage it?
Your organization’s ability to articulate, develop and manage your brand is vital for three key reasons:
1. It’s important to safeguard or enhance a school’s economic vitality
To have the financial resources to ensure a high-quality educational experience, schools need to attract and retain students as the primary means of their funding. This is true in both private and public education. Continuous improvement in financial strength allows schools to invest in the varied needs of its students and their families.
2. In today’s world, schools compete for students
Make no mistake about it, if you manage or work at a school, you are indeed in a marketplace. Schools must seek recognition and identify their particular niche in that marketplace, particularly where students have choices on where to receive their education. What type of educational community do you want to be?
3. A well-conceived and communicated brand will build a sense of pride in a school community
It will foster a sense of pride and belonging among students, parents, staff and the community. This can lead to increased engagement and volunteer participation and attract high-caliber professionals and support staff.
What Can You Expect From a Branding Effort?
A successful branding effort will lead your organization, school or school district toward tangible results that are priceless.
• Increased enrollment through attracting new students and improving retention rates
• Enhanced community perception leading to strong engagement
• Heightened parent and family involvement in student activities and events
• Improved morale among faculty and staff and a more vibrant and diverse pool of prospective employees
• Improved funding opportunities in the form of enhanced bond referendums and other fundraising initiatives
How is School Branding Different Than Corporate Branding?
It’s personal. Stakeholders have a greater affinity and passion toward schools. Alumni and donors feel a school is “their school” while you rarely hear someone refer to “my company,” simply because they bought their products or services.
A school’s brand is often tied to a specific community and a particular legacy.
Outcomes in schools are based upon student performance, student well-being and community impact, versus a more financial bent for corporations.
Want to find out more?
Get in touch with us, we’d love to talk about it! In the meantime, see more of our recent branding projects for inspiration.