Your school has just gone through a brand development process, possibly working with an outside firm or creating it in-house. You’ve done exhaustive research and the writing of the brand itself took time, thought, care, lots discussion and precise wordsmithing. Your committee celebrates when you finally approve the final language that describes your school, the incredible value it brings to your families, what makes it unique and how it changes lives.

Now it’s time to start using that new brand language by applying it to your web site, your admissions materials, your annual fund appeals, your admission acceptance letters, and speeches from the head of school. Everywhere.

Why, oh why, would even consider using any language other than what your committee actually wrote and approved?

The language that you worked so hard on is…your…brand. Changing it simply makes no sense at all.

The language of your brand matters.

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