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