About Branding in Education or How to Make an Educational Institution an Irresistible Brand

Why you should take into account when building the brand of an educational institution (from kindergarten to college/university):

1. Everyone has an opinion about the institution you represent and isn’t afraid to share it. It is very important to listen to what is being said about you. This will help you know where you stand in the market. It is also the first, essential step you must take in this regard.

2. Know and understand the competition. It’s very important to accept from the start that it’s not all about ranking. After you know your competition and your place in the market, it’s important to determine how you differentiate yourself, and what your weaknesses and strengths are. They will reveal to you the elements by which you need to differentiate yourself and position yourself in the market.

3. Define what you stand for, and what is the value proposition you promote as an institution. These elements will make your brand unique. They can refer to the curriculum, educational concept, teaching methods, organizational culture, or the educational team. In the end, it all comes down to the experience you provide.

4. Transparency. Be consistent in what you say you are, and keep your promise to your stakeholders. A brand is more than a logo and has a role not only in the creation of marketing materials and websites. A brand is an aspiration for the entire community of the educational institution you represent (children, students, parents, teachers, educators, employees, collaborators, other educational institutions, local media, local community).  

5. Storytelling or the art of telling stories should be the strategic component for the development and growth of your brand. Create the key message, the story, that will bring out all the elements mentioned above.