Building Your Brand Story
Moving Beyond the Basics to Spark True Connection
Once you've tackled strategic positioning, the real fun begins—you’re ready to craft your brand story. But where do you start? What does a brand story look like for a school, and how can you communicate it effectively?
Don't Confuse Tools with Your Unique Identity
One of the biggest pitfalls schools fall into is confusing tools with true differentiators. Too often, schools focus their brand story around what they offer—like specific curricula or facilities—rather than the unique experiences that define their community. A prime example is the IB curriculum. For most schools today, the IB is a common asset, not a unique selling point. The real differentiator? It’s in how you bring the IB experience to life in your school. What does the IB journey look like for your students? What unique opportunities, cultures, or support systems make your IB experience stand out?
This pivot to experience-driven storytelling is not just a marketing trend; it’s a strategy reshaping school marketing worldwide. Experience matters, and it’s a key motivator for families choosing a school. David Willows and Suzette in the Yellow Car community are trailblazers on this front, emphasizing that experience is often the decisive factor for families. And they’re right.
Key Pillars to Shape a Memorable Brand Story
When creating your brand story, focus on these foundational elements to resonate deeply with your audience:
Emotion: What emotional connections does your school spark? Joy, inspiration, pride—emotions drive trust and loyalty. Think of the feelings you want parents, students, and even teachers to associate with your school and let these emotions be the starting point for your story.
Connection: Your school’s values aren’t just buzzwords; they should serve as a bridge connecting you with like-minded families, teachers, and students. Shared values foster a sense of belonging. When families feel that your values align with theirs, they’re more likely to connect and commit.
Consistency: Consistency breeds trust, and trust builds loyalty. Schools must ensure that every interaction, from the admissions process to social media, delivers a consistent message. This doesn’t mean being repetitive—it’s about reinforcing your identity and values consistently across channels so that families know what to expect at every touchpoint.
Personalization: This is the heart of modern school marketing. Families want to feel seen, valued, and prioritized. When you personalize the educational journey, you create an emotional bond. A parent who feels that their child’s unique needs are understood and met is not just satisfied; they become a vocal advocate. Word-of-mouth will always be invaluable, and personalization is the foundation.
Experience: Ultimately, experiences shape perceptions. Memorable, positive experiences create positive associations. Strategically, this means using marketing tools to make every interaction with your brand as engaging and impactful as possible. Think about a seamless, user-friendly website, warm and efficient admissions interactions, and social media that tells your story authentically and dynamically.
Embracing Modern (AKA Edgy) Storytelling Tactics
As competition intensifies, school marketing teams are shifting away from traditional tactics. Basic ads and word-of-mouth are still important, but modern storytelling demands more. MarComms and Admissions teams are investing in content creation and multimedia: from video storytelling and web series to lively reels and even TikTok. Are you exploring podcasts? Have you thought about web series? Engaging visuals and narrative-focused reels? These are the tools bringing school stories to life today.
Our goal is to challenge you, to help you think beyond static images and familiar phrases like "inclusive" and "personalized." True differentiation requires you to show, not just tell—to bring your brand to life in a way that feels as unique and compelling as the school community you’ve built. Embrace these strategies to craft a brand story that doesn’t just inform but inspires.