About Educational Branding, or How to Turn an Educational Institution into a Valuable Brand

What you should keep in mind when building the brand of an educational institution (from preschool through college/university):

1. Everyone has an opinion about the institution you represent, and they aren’t afraid to share it. It’s very important to listen to what people are saying about you. This will help you understand where you stand in the market. It’s also the first—and essential—step you need to take in this regard.

2. Get to know and understand the competition. It’s very important to accept right from the start that it’s not all about the standings. Once you understand your competition and your position in the market, it’s important to determine what sets you apart and what your strengths and weaknesses are. These will reveal the elements you need to use to differentiate yourself and position yourself in the market.

3. Define what you stand for—what value proposition you promote as an institution. These elements will make your brand unique. They may include the curriculum, educational concept, teaching methods, organizational culture, or the educational team. Finally, It all comes down to the experience you provide.

4. Transparency. Stay true to who you claim to be and keep your promises to your stakeholders. A brand is more than just a logo, and its role extends beyond 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, partners, other educational institutions, local media, and the local community).

5. Storytelling, or the Art of Telling Stories should be the strategic foundation for the development and growth of your brand. Create the key message—the story that will highlight all the elements mentioned above.