What is School Branding?

Your school brand is your reputation as a reflection of your school culture in the community.

How would you describe your school? What are staff, parents and other stakeholders seeing and experiencing when they walk through the front gates? Describe what that is and why they feel it.

Any school marketing material must have a consistent visual style and feel about it along with targeted brand messages that convey your school's story, culture and beliefs in clear and concise ways. Why? Because over time your community will build up a familiarity with your brand and what it stands for. The more that consistent image and message appears in the public the stronger that recognition will become.

Deciding on the look and message isn't like choosing a colour because it's a favourite one. It is about being able to accurately describe the culture of the school in words and then designing a look and message to support that description.


What is an 'Inspiring Journey in School Branding?

Every school has a unique and compelling story that can be harnessed to develop a dynamic and inspiring school brand.

A thoughtfully designed brand captures the essence of what your school stands for and combines it with your unique school story. This combination helps develop a positive energy and a focal point for creating an exciting and engaging school culture.

I call the process I use to help schools discover and tell their story an 'Inspiring Journey in School Branding'.

An Inspiring School Brand Will Help You:

  • Energise staff, students and parents and encourage them to have pride in their school

  • Create positive perceptions in the community that attracts and retains staff and students

  • Build a culture that your school will be proud of

Knowing 'who you are' is central to the development of any successful school brand. This involves working from the inside out to clearly understand the core beliefs and practices that underpin your school culture. The next step is to portray this honestly and authentically.

A School Branding Journey Will Help:

  • Clarify your school's ethos and communicate your vision, mission and values in a meaningful and memorable way

  • Capture your school's unique story and create symbols and themes to tell it

  • Develop ongoing strategies to enhance brand awareness and community engagement

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From My School Client Friends


"Our school engaged School Branding Matters to help us re-discover our vision and what it meant. We got Craig to visit us for a day to get a sense of what our school felt like and what learning looked like. From there we identified some key features - both physical and conceptual - that gave us our own unique identity and Craig came up with a range of visuals and catchphrases that attempted to capture that essence. With community input and cultural reflection we eventually finalised a logo and catchphrase that gives a strong representation of who we are and where we come from. It connects beautifully with our key principles and practices and our school has its center back! We couldn't have done it without Craig's patience and tenacity to get our visual right for us!"

Tim Lovelock
Principal - Waipahihi School, Taupo, New Zealand


"Craig from School Branding Matters has been involved in the school to develop a number of resources to promote the school. He initially met with our Board of Trustees to show a range of material he had developed with other schools. He then met with myself to develop a new school logo, school certificates and values chart to align with the schools vision. At all times I have found Craig listened to my ideas and he was able to produce a range of drafts for feedback. I would recommend him to anyone considering wanting to develop promotional material."

Margaret Trotter
Principal - Oaklands School, New Zealand


Are you interested in going on a school branding journey?

Contact me with any questions you might have.

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