The old with the new: how we rebrand independent schools
We know it’s no small order when a school decides to rebrand itself. Tradition plays a sizeable role at most schools, and the rebranding process may feel like an abandonment of core values.
Our branding experts, however, understand this keenly. We’ll collaborate with your staff to determine which parts of your school’s brand still work, and, with those key components in mind, incorporate effective and refreshing new motifs and ideas.
Performing a brand audit
Your independent school deserves a team that values thorough work as much as you do. When examining your current brand, we’ll look closely at the following aspects:
Competitor analysis.
A large part of any branding effort is research, and we’ll consider other independent schools in your area. What is your school’s unique value proposition and competitive differentiation? How can we ensure your messaging communicates your value proposition well?
“Buyer” personas.
Who attends your school? What are they like demographically and in terms of personality? And their parents—what is their income, where do they live, what do they consider important? The answers will give us key insights about your brand.
Visual assets.
Logos, fonts, mascots, and print/web templates all comprise your school’s brand. In turn, it must support your independent school’s unique offer to the world—not work against it.
Public perception.
It is important to note how students, parents, and alumni feel about your school. What descriptors arise for them when they imagine the campus, the staff, the teachers? How can we capitalize on that perception (or dismantle it)? By conducting focus groups, surveying, and interviewing families, staff, and board, we can get an understanding of potential issues and opportunities.
These categories (and many more) enable us to create effective new brands for independent schools everywhere.