The Importance of Branding.
Within the business world, ‘Branding’ is a bit of a buzzword. It sort of means everything, and nothing at the same time. It’s a kind of ethereal amalgamation of everything that a company is and does. It identifies the company, it steers the perceived character of the company, and builds confidence in products produced by the company.
In today’s digital generation, having a strong Brand is even more important to businesses and companies as it helps them stand out amongst the myriad other competitors. But it’s not just businesses that can benefit from a strong brand.
Why then, as a School, should you consider your Brand?
Right here at the start, it’s probably worth mentioning that Branding is more than just a logo. The logo is perhaps the most visual and clear side of the branding. It’s the image of the School that people will think of when they talk about the school. But Branding is more than just the logo. Branding is everything that you do to make an impression on your ‘Target audience’. This might include your School's Culture, the style of tuition, the language of communication, the communities you support or the location you're based in. Out of all of this, a personality is created. That personality is your school's Brand. It’s important that you’re proactive in creating this, because otherwise the world around you will create one for you, and I can promise you that it won’t be the same as what you were aiming for.
As the Logo is the most visual aspect of the school's brand, it might be a good place to start. The logo should be a simple, clear image which portrays an element of your culture. Just as an example, a primary or infant school may include imagery that is based in toys, or creative tools, whilst a secondary or high school may choose something more professional and reserved. Consider what might best represent your school, remember… When someone thinks of your school, this is going to be the first image they’ll think of.
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Pro-Active Leaders are always thinking about their culture. What attitudes are they building amongst their students and how does this impact the school. This is because Culture spreads and permeates to those around the culture carriers. Culture is as much a part of the Branding of a school as the printed letterheads, and arguably, it’s even more important! Have you considered the impressions your visitors, parents or even students will take when they leave the school?
So you’re getting the impression now that Branding is important. But why? Hopefully these three keys will help unlock something of the mystery of why Branding is so important to schools.
1- Branding sets you apart:
It is important that you stand out in your community. For one reason or another, families will be attracted to your school. Maybe it’s because of the style of your tuition or perhaps the student body better reflects their children. Your brand will help people establish how your school is different to others in the area.
2 - Branding creates connection:
Think of your Childhood. Chances are, you can remember your favourite sweets, treats and toys fondly. The branding of that product has stuck with you, this is the same for your schools branding. People may not remember a lesson taught three months ago but they will remember how they felt. If a family visits your school for the first time, how are they going to feel? Your branding cultivates this connection and will fuel any future conversations within that family.
3 - Connection creates Participation
In a similar vein to the above, when someone feels connected, they’re more likely to get involved. As families and community members connect with the school through the brand, they’re more likely to get involved in your events or perhaps join the school. A strong brand also gives them language to better describe their experience.
These three Keys have hopefully unlocked something and given you at least one practical reason to consider your school brand. For some of these, the process is organic and needs very little input, but for others, it will involve having hard conversations and Vision Casting.
