And so do schools. Some call it the gift they bring. Some schools will call it their strengths. That one thing is your school’s brand.
Sometimes you have to define it. Other times it’s already there. It’s just waiting for you to stop doing the things that don’t match it.
There are good reasons for the top schools to have strong identities. And it’s not just about slogans, colors, logos, and t-shirts.
A brand is who your school is. What does it stand for? What do you do? What separates your school? Clarify that, and you’ll be on the way to clarity of purpose.
Previously on this topic: