Building a school brand that lasts
Great school brands are not built overnight. They are crafted with care, consistency and a long-term vision that transcends immediate results. But what does it really mean to build a brand that lasts? The answer lies in shifting from short-term tactics to strategic, long-term brand building.
In 2017, after a lifetime transforming the industry, British advertising legend, Jeremy Bullmore told a story that contains a lesson for every independent school Head and marketing manager:
Many years ago, the late Len Heath, then in his mid-forties, sold his interest in an advertising agency and took me out to lunch. Afterwards, he offered to drive me back to my office. I protested – my office was no more than 10 minutes’ walk away – but Len insisted. And when we got to his car, I understood why. It was a shining, stunning, elegant, arrogant, latest-model Aston Martin. It was the first time I’d been inside an Aston Martin and it didn’t disappoint.
“You may be interested to know why I bought this car,” said Len. “I bought it because I saw an advertisement for it.”
“Well, fancy that,” I said.
“But that’s not the interesting bit,” said Len. “What’s interesting is that I saw that advertisement when I was 14.”
This story beautifully illustrates the enduring value of brand marketing. When schools invest in brand marketing, they are not just aiming to fill next year’s enrolment; they are building a brand that can endure for generations, much like Aston Martin’s. It’s a long-term play, designed to resonate with students, families and communities over time. In this article, we explore why independent schools should embrace long-term brand marketing and how it can create sustainable value.
Brand marketing is an investment, not a cost
School marketing budgets are often under scrutiny, with an understandable emphasis on direct enrolment outcomes. However, as Bullmore’s story illustrates, brand marketing operates on a different timescale. It’s about shaping perceptions, attitudes and emotional connections that last well beyond a single enrolment cycle.
Just as Aston Martin’s ad wasn’t focused on price or promotions, school marketing should move beyond the tactical to embrace strategic brand messaging. You are not selling just an education; you are selling a set of values, a vision and a promise that reaches beyond the classroom. It’s a mistake to reduce school marketing to mere transactions when you are shaping minds and futures.
Research shows that brand-building campaigns deliver stronger returns over time than short-term campaigns.[1] By consistently communicating your school’s core values, mission and strengths, you create a lasting impression. And while it may not lead to an immediate spike in enrolments, the cumulative effect of brand marketing helps to differentiate your school in a crowded market.
Why schools must think long-term
In the increasingly competitive enrolment environment, many schools are tempted to focus exclusively on short-term enrolment strategies. Promotions, scarcity (‘limited places’ and deadlines) and even discounts can sometimes deliver quick results, but they don’t build the kind of brand equity that secures a school’s future. What happens when the promotion ends? The value proposition of the school has not changed.
A school’s brand – who you are, what you promise and your ability and willingness to keep that promise – isn’t just what is written in its prospectus; it’s the collective emotional experience that prospective and current parents, staff and students have with the school, and it develops over time. Long-term brand marketing ensures that when families think about schooling options, your school comes to mind – long before their child is of enrolment age. It’s this cumulative, long-term exposure that creates emotional resonance.
Building future loyalty
Brand marketing helps to cultivate loyalty not only among current students and parents but also among alumni and their extended families. Alumni are often the most loyal advocates for a school, and by continuing to market the school’s values and mission, you reinforce their connection. This loyalty can translate into future enrolments from family and friend networks, alumni involvement in fundraising efforts, or even alumni sending their own children to the school in the future.
Parents, too, are more likely to recommend your school to others when they feel aligned with its brand values. By maintaining a consistent narrative over time, schools create advocates who support them beyond their direct enrolment transactions.
How to implement long-term brand marketing
To build a sustainable, long-term brand marketing strategy, school Heads should focus on the following elements:
1. Clarify your brand message
A strong school brand is built on clear, consistent messaging. Ensure your school’s positioning and value proposition are clearly articulated across all communication channels. Consistency is key to long-term brand-building.
2. Engage storytelling
Every school has a story, and those stories resonate with prospective families. Sharing success stories from alumni, staff, parents and current students can make your brand more relatable and memorable. These narratives should convey the lasting value your school brings to students’ lives, much like the long-lasting appeal of the Aston Martin brand.
3. Focus on emotional connections
Parents choose schools for a variety of reasons, but emotional factors – such as a sense of community, shared values and a belief in the school’s long-term impact – are crucial. Don’t just focus on academic outcomes; ensure that your brand communicates the emotional and holistic benefits of your school.
4. Invest in brand consistency
Your visual identity, tone of voice and core messages should remain consistent across all platforms. While your tactical campaigns may change from year to year, your brand values should stay constant and recognisable, as they are the anchor for your long-term strategy.
5. Measure success over time
Brand marketing success may be harder to measure in the short term, but it’s essential to track brand awareness, perception and alumni engagement over time. Consider periodic surveys to measure how well your brand is resonating with your target audience.
A long-term strategy for success
Independent schools must move beyond short-term enrolment fixes to invest in long-term brand building. Like Aston Martin, schools can create lasting value by consistently communicating their value proposition. Investing in your brand today will secure your school’s future tomorrow.
insight applied
- Long-term brand marketing plays an outsized role in school success
- Marketplace pressure overemphasises short-term enrolment tactics.
- Brand consistency over a long timeframe is vital.
- Regularly measure brand perception to track long-term success.
[1] Keller, K.L. and Lehmann, D.R. 2006. Brands and Branding: Research Findings and Future Priorities. Marketing Science, 25(6), pp. 740-759