you might need an umbrella! - December 5, 2011 - 13:13

The Times reports that pupil numbers are predicted to fall by 11,000 over the next decade.

Prep schools are expected to be particularly hard hit, primarily as a result of rising costs outstripping the earnings of many professional families. Whilst London and the home counties are expected to be less affected, this clearly sounds warning bells for all independent schools.

Paul Kilvington spoke recently to the GSA Conference about the importance of managing reputation within a school – in effect branding. If the size of the market is going to decline as many fear, then protecting and growing market share, has to take centre stage if schools are to survive and thrive.

A brand is often mistaken for just a logo. Certainly a strong, distinctive and appropriate logo is an important element. But it is only one element. In reality a brand is a shared set of perceptions combining, reputation, ethos and values. It is what your school is known for – what it stands for. Things that are integral to that brand are, the name of the school, design, style, words and symbols, ie everything that distinguishes it through the eyes of your prospective parents – and pupils.

As importantly, it is the integration of all of those things to create a coherent and impactful message. However branding is much more than even those graphic elements. It also includes: what your school looks like, how it sounds, what it feels like, how it smells or even tastes. Do they all communicate the right message? Are they complimentary? Can they work harder?

Branding helps create a differential advantage, setting you apart from competitors, and can even provide an opportunity for premium pricing. It is also a huge benefit in-house, helping create loyalty and keeping your staff, parents and pupils ‘on message’ when talking about the school. Before doing anything, it is important to establish with stake holders: What kind of school is yours? How is it perceived? Which schools do you compete with? Do your prospects agree? Who are you attracting?

In short you need to take control of and manage your reputation and develop a Brand Strategy, providing a structure and critical path to create a brand that is coherent, competitive, compelling, consistent, distinctive and engaging.

Putting this at the heart of your marketing and communications will ensure that you have taken prudent precautions to protect and prosper should storm clouds gather.