A school must be bold

We’ve long believed that very few independent schools say something unique. Perhaps in part because of government guidance, shared traditions, and the same focus on preparing students for life in modern Britain. It feels safe to use the same photography styles, same messages, and ethos. Over 2,400 organisations pretty much saying the same thing! So few are willing to commit to a distinct brand—to get to grips with who they really are, why they’re different, or better aligned to their prospects’ needs.

What drives this conformity? This ‘brand complacency’? Is it that there will always be a need for education? “We have a captive audience. I don’t need to say anything different!” Few other industries have this level of conformity through their branding and communications.

Complacency sets in when organisations become too comfortable. Satisfied with their achievements; or when demand out-strips supply. Naturally, there will be a lack of motivation to improve or adapt. But complacency kills. Here are a few brands that rested a little too long on ‘infallible’ laurels:

Blockbuster
Despite its dominance in video rental, Blockbuster failed to adapt to the rise of streaming services, ultimately leading to its demise.

Kodak
Kodak, once the dominant player in film photography, failed to adapt to the digital photography revolution, resulting in its bankruptcy.

Motorola
Motorola, after successfully launching the first mobile phone, failed to focus on smartphones and lost market share to competitors.

ICI
ICI, a major chemical company, experienced a decline after a period of significant success, in part due to a lack of focus on innovation and adaptation to changing market conditions.

The UK Independent School sector currently educates approximately 620,000 children. The 20% VAT rate is making private education less affordable—so a reduction in student numbers is inevitable. Since the government’s announcement in October 2023, 77 private schools have closed in England. Independent schools like yours are being forced to adapt to a new economic landscape.

Today, your reasons to exist, your offer and your key messages need to be compelling, relevant and clear to all your audiences. Finding and expressing your niche—and staying in tune with your customers—is now a fundamental component of business existence.

Here are some of the obvious and not-so-obvious indicators of a brand that needs change.

— Visually / verbally dated communications.

— Little differentiation against competitors in brand identity.

— Inconsistency (visual or verbal) across your brand touchpoints.

— Weak stand-out.

— A reduction in sales.

— A decline in reputation or word of mouth referrals.

— Rise in competitor success.

By actively recognising these dangers and working to counter them, you can remain competitive and successful in this new marketplace. So, how exactly?

Full communications audit
A workshop where you gather and assess a sample across all communications channels. You’ll be able to see at a glance exactly where your comms are falling short—therefore where your opportunities are.

Brand strategy
Write a set of key brand statements (Vision, mission, USPs, Values, and other key messages, etc.) to give you a unified truth. A north star. An effective brand strategy to align all stakeholders around a more clear message.

Brand identity
A refresh or overhaul of your visual / verbal identity, and communications. The ‘set of clothes’ for your organisation that expresses the school’s ambitions and brand strategy more compellingly.

Messaging frameworks
Create a copy document that can provide a consistent place to store and access approved messaging. Making sure everyone is singing from the same hymn sheet.

Website and digital
The website is the front ‘shop window’ to the school. Today, people rely on your digital presence more than in-person. Investing in a beautiful, functional website is a worthy endeavour. The same applies to presence on social media.

Branding your environment
Bring your brand to life within the school environment. Make your working spaces more engaging, interactive and inspirational. Demonstrate your belief and commitment to visitors. And reinforce the values and culture of your organisation.

Communications plan
Prepare a strategic plan for what you need to communicate, to whom, through what channels and when. This prevents mistimings and encourages accurate messages that land well.

Brand guidelines
A set of written rules that control the adoption and implementation of your brand across all communication channels. Are different suppliers using the wrong logo? The wrong colours? There are essential guidelines every entity needs to ensure consistency across their brand. A school is no different.

Ongoing brand guardianship
If your marketing team don’t have the capacity or capability to do the above, a bespoke, on-going relationship with an external specialist consultancy can be a sound investment.

“The only person who is educated is the one who has learned how to learn and change.”