Whilst agreeing that it is certainly possible to stifle a good idea by over researching, my question to the duo was; “Whilst in many instances it pays to have the courage of one’s convictions and in effect to be ‘product’ driven is it is not also very important to understand your audience, their requirements and anxieties, in order to successfully pitch? – ie to undertake some, albeit perhaps informal, research. After some discussion this point was conceded.

Given opportunity, and the appropriate platform, I would have proffered our launch of Range Rover in North America as a supporting anecdote. Focus groups comprising potential customers soon confirmed that they were not looking to buy a luxury SUV at all. What they actually wanted was what they perceived as an English country lifestyle. So, with the help of photographer, Patrick Lichfield, that is exactly what we sold them, ultimately leading to what has proved over the years to be a very successful pitch indeed.

So, what has all this to do with the survival of independent schools? On the same day, the front page of the Telegraph carried an article headed, Private schools becoming ‘preserve of the super-rich, continuing on page 2 under the title, Private schools must evolve ‘or face extinction’. Alarming, but a logical and perhaps believable prognosis. Whilst this rather pessimistic prediction is not really ratified by current statistics, it does highlight the need to be vigilant in navigating our way though the current storms in education.

Whilst I’m certainly not advocating anything other than fundamentally pitching (to use our presenter’s terminology) the most appropriate school for a particular child, there will of course be particular emotional trigger drivers that need to be identified in order to clearly focus marketing and communication activity. A clear understanding of what makes a particular school different and special, alongside a real knowledge of the target audience, what they are looking for and what may concern them, with a specific focus on aims and objectives, will certainly help formulate a clearly defined marketing strategy. This will help take control of and manage reputation, in effect branding. And if, as the article suggests, independent schools are in danger of being “frozen in the past”, a coherent, compelling, consistent, distinctive and engaging brand will become increasingly important in ensuring that our independent schools remain relevant and competitive.

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.

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.

When meeting students to establish what it is that makes their school so different and so special I often think, if only we were filming this. A film has the ability to show so much about a school, really capturing personality in an entertaining and engaging way. In short, bringing the brand to life. With film so accessible via web sites, social networks and now Augmented Reality, it is a perfect way to communicate your message, appealing to students, parents and grandparents. There is no better way to make your web site more dynamic and interactive.

It is for these reasons that we have established “the school film experts” to focus on creating and producing great films that absolutely reflect the ethos, positioning and values identified by “the school branding experts”, complimenting and endorsing other marketing and communication material. These films might be short sharp clips or longer features, although often no longer than three minutes. Think emotive, memorable movie trailer rather than old school video.

Film maker Pippa Bayston gained her experience through working with large media agencies in London, creating films for marketing campaigns, filming live events and applying the knowledge gained from a Masters in Interactive Multimedia from London University of Arts. As Pippa often says, “it’s all in the edit” and over the years this has become her primary area of expertise.

Working closely with Paul Kilvington, “the school film experts” produce strategic, innovative, excitingly edited and high quality films, bringing your brand to life across all new media. For further information contact Pippa Bayston on 07801 543798 pip@theschoolfilmexperts.com.

The Academy opened with places for 162 Year 7 students per year group and will grow each year until 2014. Over 750 applications were received for the Year 7 cohort.

Chelsea Academy represents an unrivalled opportunity for any young person who is passionate about learning and determined to achieve within the context of a Christian community, recognising that students have different learning styles, gifts and talents.

The School Branding Experts’s unrivalled reputation for producing relevant, distinctive, highly creative prospectuses, accurately reflecting clearly defined positioning, values and messages in the Independent sector, certainly helped secure the project for such an innovative and forward looking flagship Academy.