Have you outgrown your old brand?
Some schools that Clearhead come across (in fact over 80%) have some form of their branding which is over 5 years old (30% over 10 years). If this be a logo or a website.
However in this ultracompetitive market a forward-thinking and distinguishable brand is important and thinking about what your logo and marketing ‘defines’ is equally as important.
One question that we have been asked on many occasions is ‘why do we need it, we are not trying to compete, we are over-subscribed anyway’. To answer:
1) Schools now need a 364 day a year approach.
This means that extra revenue schemes are important for the future. With cuts to budgets these are becoming crucial to be used to allow an institution to have more flexibility in what they do. If that be out-of-hour hire of space of halls, sports, gym memberships then all these need to be ‘branded’ under your schools umbrella.
2) Academies vs BSF vs Private Enterprises
With the current system there are a number of substantial differences between institutions. For instance all BSF projects that are completed or about to be completed have futuristic facilities, buildings that are fit for purpose and are looking forward with optimism. This is already having a positive impact on learning and is encouraging parents to move within their catchment areas. This means higher achieving students could be moving away from the school that was deemed to be the ‘most attractive to achieve’ before. A cohesive brand which is gathered together in what we like to call ‘brand guidelines’ allow for a systematic approach which doesn’t allow for any diluting of what your school stands for in any aspect. This allows for the school to be recognised easily around the local area and in turn attract the ‘higher achievers’.
3) Interaction with key stakeholders
Something we often come across is schools have websites but just because it is ‘cool’ to have one. It’s the ‘done’ thing. In 99% of cases however, it is nothing more than a placeholder. These days, a website should be used as a tool to interact directly with parents, governors, students and staff. It’s simpler and more cost effective than you think. By closely aligning with the values of your ‘brand’, a website can be the crossroads you always thought it could be, pointing everyone in the right direction, without it being a ‘struggle’ to update. You could have one up and running in a matter of weeks, and something that propels you into the future. We can include video walls, tours, top photography and a way for teachers to interact and react directly to each different need. If you have an ICT manager we can work with him, but if not we can train (free-of-charge) to allow anyone to update the site hassle-free.
4) Forward thinking
Finally all schools now need to look for the ‘extra-edge’. Even if you haven’t got new facilities it doesn’t mean that you can’t portray 21st century in all of your branding. A refresh could be something that realigns ethos and value, focuses minds and tells the community that what you offer in your institution is something special. We will help you do that.
Please have a look at just some of what we have done and get in touch to see where we can help you.
