All too often, schools do the work of branding without providing the people and processes to insure its success.

For branding to work, the school must:

  1. Have philosophical and financial backing from the board of trustees and head of school. 
  2. Insure that faculty, administration, and staff have bought in and will promote the brand freely and easily.
  3. Acknowledge that branding is a marathon, not a sprint, and be in it for the long haul.
  4. Hire qualified personnel to steward the brand with strong writing, speaking, organizational, and interpersonal skills.
  5. Support them with an adequate budget to do their job and with access to ongoing professional development. 
  6. Establish a centralized communications office.
  7. Give this office the power to steward the brand and be its arbitrator.
  8. Determine that the head of this department reports directly to the head of school.
  9. Create a school-wide marketing communications plan.
  10. Institute a system for tracking results, then use those results to plan future efforts.

Clearly, there is much more to brand success than this, but these key elements are critical to a sound foundation.

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