All my life I’ve been told not to judge a book by its cover. This English idiom is a metaphorical phrase which means "you shouldn't prejudge the worth or value of something by its outward appearance alone". But I do. And I’m not alone. The reality is most people do judge a book by its cover.
The impressions we make, as individuals and organisations, are powerful statements that shape how we are perceived by others. Everything we say and do says something about who we are. In other words, everything your school says and does, every newsletter, email and note home from the teacher, your website and prospectus, all make a brand impression about your school.