This document discusses how to effectively brand private schools. It identifies four key elements of branding: personality, content, consistency, and loyalty. Schools should craft a unique personality profile through visuals, style guides, taglines to create emotional associations, and engaging audiences. Strong branding involves establishing graphic and editorial styles, developing slogans, and leveraging brand ambassadors and user generated content. Schools must remember that the customer defines the brand through their experiences, so it is important to nurture the image and communicate the brand's message to gain loyalty.

1. How Should Private Schools Be Branded
SELLING
EDUCATION
THE PRIVATE SCHOOL DILEMMA

2. “I have never let my
schooling
interfere with my
education.”
- Mark Twain

3. 4 Elements of a Brand
• PERSONALITY
• CONTENT
• CONSISTENCY
• LOYALTY

4. The Personality of a Brand
“A brand image is not simply a
trademark, a design, or a slogan....
It is a studiously crafted personality
profile of an individual, institution,
corporation, product or service.”
- Daniel J Boorstin,
Harvard historian and social theorist

5. Brand by
1. Creating an image that “speaks”
through VISUALS and VOICE
2. Creating STYLE GUIDES
3. Writing TAGLINES to create an
emotional association
4. ENGAGING your audience

6. 1. Visual: Graphic Style
“Every brand, from startup to
corporate giants such as Nike or
McDonald’s, needs a set of
branding guidelines and rules to
maintain their identity. This
document holds together what the
public sees from a company.”
- www.designshack.net

7. 2. Voice: Editorial Style
“Style guides offer you the chance
to present your brand in a
consistent way. They help to
ensure that multiple authors use
one tone […] providing an instant
answer when questions arise about
preferred style.”
- www.intelligentediting.com

8. 3. Some Strong Taglines
• Words Matter
• All the News That’s Fit to Print
• Just Do It
• Because I’m worth it
• Bullish on America
• A mind is Terrible Thing to Waste

9. Et en français…
• Écoutez, pour voir
• Conjuguer avoirs et êtres
• Shell que j’aime
• On l’a

10. Private School Taglines
or parts thereof
• Bringing students together from
around the world
• École bilingue…
• Train a child in the way he should go
• Opens Doors to Colleges…
• Students First…

11. • Be more… Perform more…
Challenge more…
• Great Minds. Big Hearts. We
Know Boys
• …We’ve got game…
• Happy children learn best

12. • The World Needs Great Women
• Your potential is calling
• Learning. Succeeding.
• A private Arts & Science High
School for girls…

13. 4. Engage Your Audience
• Public Relations / Advertising
campaign
• Blog: Define position
• Facebook page: Post photos,
videos, club activities, awards
• Twitter: News or opinions,
marketing results, enrollment

14. Be an Expert
• Develop a method
• Coin a phrase
• Register a patent
• Offer special certification
• Publish

15. Brand Ambassadors
• Know the Story
• Spread your message by
word of mouth
• Reinforce the Brand
• Engage audiences

16. User Generated Content
• More than 50% of online content
in 2013 is UGC
• Creative consumers can shape
campaigns
• Reaches consumers (parents)
and brand advocates on a more
personal level

17. Your Assets
• Visual and Voice
• Vision Statement
• Taglines and Slogans
• Brand Ambassadors
• Word of mouth / Stories
– Record them
– Deliver on your promise

18. Remember that Brands
• Are defined by individuals, not
companies:
• You don’t own your brand, your
customers do.
• 21% of the population considers
themselves brand loyal
- Makinsey Quarterly

19. So Nurture Your Image
• Leverage your brand
• Take care to choose words that
represent you
• Communicate
• Reap loyalty through the eyes of
your audience

20. LOVE YOUR BRAND!

21. For your graphic and editorial design needs