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school marketing news

Consistency is key to your school's brand integrity

Posted by Clare Ravasini

Key Message GuideThe most useful tool to help schools maintain a consistent brand is to develop and utilise what’s known as a Key Message Guide (KMG). A Key Message Guide empowers schools by giving them a simple yet comprehensive document that sums up a school in an easy to understand one page document. It is a foundational tool crafted in close consultation with your school.

Once your school has a KMG in place, the next step is to ensure that staff are delivering these messages to your stakeholders, and that communications are consistent and on-brand. 

Ultimately the key to encouraging your staff to be consistent is in being consistent yourself. Are you upholding the brand’s KMG? Are you supporting your staff with opportunities to develop their knowledge about the brand? Hold regular training sessions to educate and remind staff about the key messages and allow them to give feedback on using the KMG.

What everyone in your organisation needs to know about your brand:
When training staff in being brand champions, make sure they understand your school, the position of the brand in the marketplace (direct and indirect competitors), the brand promise and character of the brand they’re representing. You can achieve this by consistently doing the following:

  • Present your brand’s market position: Put your brand on a map, showing any local schools competing for your students.
  • Promote your brand promise: Explain how your school delivers on its promise at every point of the customer’s experience. Give examples for how the promise is upheld, whether it be by phone, in person, or online; in correspondence and email; in marketing collateral; at the point of purchase (student enrollment, uniforms, books, extracurricular etc), billing (semester fees); and even when handling concerns and complaints from parents.
  • Express your brand character: Your brand character is the personality of your brand. It’s reflected through the look and feel of your marcom, even right down to the way that your staff communicate with parents.
  • Empower staff: Inspire your team to go the extra mile to keep brand promises, and reward them for their innovation and proactivity.
  • Regularly ask yourself and staff: What kind of messages are customers conveying about your brand? If negative, is it a result of a poor product offering or a bad customer service experience?

Here are some more blogs on branding which might be of interest to you.

Do you need help expressing what it is that your brand truly stands for, or do you need assistance in communicating this to staff? At imageseven, we have worked with a number of schools to uncover their brand’s personality and educate people on how to maintain the brand integrity through consistent messaging. To learn more, email Andrew Sculthorpe, imageseven's Business Director at andrew@imageseven.com.au, or register for a complimentary phone consultation; we’d love to hear from you.

Message architecture program summary

If you’re not quite at the stage of a KMG, and first need to examine your brand identity, you may benefit from our Visual Identity Program (VIP). A VIP is for those looking to create a new visual identity, or who need help to re-define their existing one. Our VIP is designed to give schools the tools to ensure that all communications support your goals and objectives, as well as conveying a consistent message to your school community, staff and stakeholders.

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This blog was written by Clare Ravasini

Clare joined imageseven in 2013. Since then, no two days have ever been the same and she has loved every minute. Clare considers herself an out-of-the box thinker, which serves her well in her work with a variety of clients. She’s got a spring in her step, always has a smile on her face and has a passion for all things creative. In her spare time, she enjoys the outdoors and loves living the country life with her horses.

 

Topics: Education, imageseven, Branding, Communication, School culture, Positioning, Marcom, Visual identity, School vision, Rebranding, Customer service, School marketing strategy, Messaging