Tips for private and independent schools
Independent schools enjoy a number of advantages over most standardized or public institutions. These include smaller classes, more personalized instruction, greater freedom to explore new subjects and experiences, a mission-driven culture, etc. Yet when it comes to developing—and creating consensus for—a brand persona, independent schools often face major challenges. Finding common ground among administrators, faculty, parents, board members, and even alumni, on any initiative can be a daunting task, let alone an undertaking as complex as establishing a distinctive market identity.
While navigating a sea of diverse stakeholder viewpoints and opinions is unavoidable, independent schools can take comfort in knowing that collaboration and decision-making can be assisted by following a number of principles proven to be valuable in corporate, non-profit, and governmental branding efforts. Some of these include:
Narrowing your focus
Don’t try to be all things to all people. Identify what you do best, the audience you serve, and what makes you unique. In other words, establish your position in the educational landscape and stick to it.
Keeping it simple
By owning a single, unique, and memorable position, you’ll make it easier for prospects to identify and remember you. In almost all cases, simpler equals better.
Making an emotional appeal
Facts and figures may impress prospects, but touching their hearts and appealing to their aspirations are far more effective ways to attract students and families.
The following is a series of high-level suggestions to at least guide your thinking when branding your school. It’s not a road map or a detailed process, but simply a number of ideas to keep in mind when your independent school is looking for that one thing it can own to reach your audience.
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