Branding in the Education Sector

Even today, parts of the Education world regard branding with great suspicion, a symbol of commercialism, a waste of resources, and an encouragement of competition, something which has no place alongside research, teaching and training.

Years ago, when I used to run a youth club, I knew I wasn’t running a business – the outcomes sought were human, not financial, for a start.  Nonetheless, I used to make a critical distinction between a business and behaving in a businesslike manner – I never saw any virtue in having no members, or no money!  The analogy is not really far fetched – educational institutions need to behave in the same businesslike manner. 

A brand is a means of identifying and differentiating a company, a product, a service, an educational institution….Prospective students do have options (certainly to that extent there is a competitive environment) and if you can describe – identify if you like – your institution in precise terms, terms which also serve to differentiate it from its competitors, then you are providing a service to them by giving them a more informed choice.

If you go further, think through what is being offered and develop a brand which accurately embodies your vision, values and strengths, then a practical and emotional relationship with the institution’s stakeholders is created, and you will be providing that information and enabling that choice in a succinct and cost effective manner.

Incidentally, a strong well defined brand is equally important in relationship to internal stakeholders.  Shared values make for a more effective team, and communicate themselves powerfully to potential employees.

It’s actually a win-win situation.

This is the Education team’s first guest blog. It was kindly added by Martin Bojam, managing partner of 360 Education.