While independent schools generally have a range of advantages and freedoms over public schools, there is one large burden that they must carry. Unlike their public counterparts, independent schools have to appeal to student and parent communities and sell these audiences on their benefits, values, and unique offerings in order to sustain their existence. In other words, they have to brand themselves.
Particularly in parts of the country with highly regarded, well-funded public systems, independent institutions often face intense competition among themselves to attract students to fill each year’s enrollment. And given that independent schools are focused primarily on academic and developmental matters, it’s understandable why they may be unfamiliar or even uncomfortable with the processes involved in creating an effective, long-lasting brand.
This e-book provides valuable insights for any independent school seeking to understand how to build a brand that leads to a stronger competitive position and a compelling asset for attracting more prospective families.