Build a Better Brand: Defining, Differentiating, and Distinguishing
Your School
CAIS CONFERENCE, JANUARY 2010
Presented by
Jennifer Rowland & Cynthia Berkshire
Why brand?
Choices, choices.
 In 1965, supermarkets carried 20,000 items.
 In 2007, that number doubled.
 We get 3,000 marketing messages everyday.
 Of those, we only process 100.
Our marketplace
A cluttered marketplace with lots of
competition:
 NAIS counts 1,215 independent schools as members.
 We compete against charter schools, magnet schools, virtual schools, home-schooling, and for-profit
schools
 Don’t forget about public schools with good reputations.
Choice=Fear
With choice comes fear: fear of making the wrong choice.
“What people want is more trustworthy brands. What they don’t want is
more empty claims, more clutter.” –Marty Neumeier
What is brand?
Hint: it’s not a logo.
Brand is the total experience your
audience has with your institution.
 Personal interactions
 Environment
 Communications
Active branding
“The little things you do consistently are much more important
than the big things you say.” –Gregg Lederman
What’s your brand?
What makes your school different?
 Separate distinct value from price of entry.
 Define what makes your program unique.
The Rowboat protocol
 Fill your rowboat with five words that describe your school.
 Uh-oh, the boat is sinking.
 Take the next few minutes throw words overboard until you are left with just one word that defines the
uniqueness of your school.
 Now complete this sentence: “Our school is the only _______________ that __________________.”
The rebranding process
1. Create a business case. Ever-increasing competition is just one
reason.
“Smart organizations use the branding process to refocus stakeholders
in the vision and mission of the organization. When it is done well,
people throughout the organization feel valued and begin to ‘own’ the
brand.” –Alina Wheeler
The rebranding process
2. Review your internal resources and
determine whether or not to hire a
consultant.
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A consultant offers a non-biased point of view, professional skills, and a proven track record.
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Have a strong internal team who can work with the consultant and carry on the work after the
contract has ended.
The rebranding process
3. Undertake an internal investigation.
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Study perceptions of stakeholders.
Consider history, trends, goals, positioning, customer experience.
The rebranding process
4. Review the market landscape.
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Look at national best practices as well as your local competition.
The rebranding process
5. Understand your audience.
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Study demographics as well as psychographics.
Know their incomes as well as their values, beliefs, motivators.
Who is most likely to be attracted to your school, and why?
The rebranding process
6. Conduct market research.
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Go out to your audience and talk to them.
What do they believe about your school?
What do they want from an independent school education?
The rebranding process
7. Develop a brand strategy.
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Devise a brand platform.
What is your brand personality?
What is your brand promise?
The rebranding process
8. Create an external brand plan built on
solid messaging and integrated
communications.
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Consistent messaging is crucial.
Multiple communication vehicles reinforce the messages and build the brand.
Wildwood’s rebranding
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A two-year process culminated with a new viewbook suite, completed in August 2008
The two-volume set establishes the context for a progressive education and makes the case for
Wildwood by detailing our approach and program.
Website
The rebranding process
9. Implement an internal brand plan.
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Ensure everyone is on board.
Your faculty and staff are your brand.
Implement brand training and guidelines.
Ensure brand consistency by using a creative brief to strategize new initiatives and communication
pieces.
Live your brand
“As the pace of business quickens and the number of
brands multiplies, it’s customers, not companies, who
decide which brands live and which brands die.”
– Marty Neumeier

Everything you do, from the letters you send, the tours you lead, and the website you create, must
reflect your brand.
Return on investment
Building a brand is a long-term investment.
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A strong brand helps improve communications: consistent messaging means everyone knows what
to say.
A strong brand will increase your recognition in the marketplace.
People are willing to pay more for brands they trust—and that goes for school tuition.
Resources
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Zag: The #1 Strategy of High-Performance Brands, Marty Neumeier
The Brand Gap: How to Bridge the Distance Between Business Strategy and Design, Marty Neumeier
Achieve Brand Integrity: Ten Truths You Must Know to Enhance Employee Performance and Increase
Company Profits, Gregg Lederman
Designing Brand Identity, Alina Wheeler
www.pokethebeehive.com (online blog by communication director for nonprofit organization)
www.digitaltonto.com (online blog dedicated to brand in the digital age)