Reviewing Your School's Identity

The Importance of Brand Experience and Market Position

In a fast-evolving educational landscape, staying attuned to your school’s identity and brand experience is crucial. Beyond tracking trends and understanding your competition, there are internal factors that can quietly reshape who you are, your brand value, and how you’re placed in the market.

Recently, in a discussion with Dr. Mary O’Connor from Enrollment Management Association, we explored several influences impacting school identities globally—China’s shifting recruitment demographics being just one example. Here’s a closer look at key factors that can reshape a school’s identity and why staying aware of these shifts matters:

Key Factors that Can Shift Identity

1. Leadership Changes:
A new principal or head of school can bring fresh priorities that subtly or significantly redirect your school’s identity. Marketing and admissions teams play a crucial role in onboarding new leaders to the brand story, mission, and vision so any new initiatives resonate with your established values.

2. Demographic Shifts:
As the makeup of your student body evolves, so might the needs and values of your community. An increasingly diverse student base, for example, may call for more inclusive programs or a wider range of extracurriculars. Understanding and responding to these changes ensures your brand stays relevant and inclusive.

3. Curriculum Adjustments:
Curriculum changes, such as expanding STEM programs or enhancing service learning, can influence how your school is perceived. Are you now a “science and technology” school? A redefined academic focus can reshape your brand, making it essential to align your messaging with these new strengths.

4. Facility Enhancements:
New facilities, such as a performing arts center or sports complex, signal where a school’s focus lies. If these updates aren’t communicated strategically, they risk being overlooked or misinterpreted. Engaging the admissions and marketing teams early on can help position these improvements as part of the evolving brand story.

5. Shifts in Community Engagement:
A school's identity is deeply intertwined with its community relationships. For instance, if a core parent group moves on, your school may need to foster new connections with incoming families. Maintaining strong community ties, especially in transitions, reinforces your school’s brand as a supportive, engaged environment.

Staying Aligned as Changes Unfold

Identity shifts can emerge from any department, so it’s vital for marketing and admissions teams to be kept in the loop on all updates. Regularly reassessing your school’s positioning, brand story, and competitive landscape keeps your identity dynamic, allowing you to adapt to shifts with confidence.

By tracking these internal and external shifts and answering some of the tough questions about your brand, you’ll be better prepared to move into the strategic positioning phase, ensuring your school’s identity stays relevant and compelling in a competitive market.