7 Effective Ways to Develop a Brand for Your K-12 School

7 Effective Ways to Develop a Brand for Your K-12 School

Developing an institutional brand isn’t challenging if you know what to market. Promoting your K-12 school is easier than ever before, given the range of options you can potentially leverage. Here is a look at seven proven ways to make your institution stand out and accelerate inquiries.


1. Crystallize your brand identity

Define your brand identity in terms of your values, reputation, quality, image, and emotion. What do you want stakeholders to say when you think of your brand? Your brand identity should emphasize your strengths and value. 


2. Share your mission statement

Why does your school exist and what are its goals? A mission statement consists of three components: your target audience, your service, and what distinguishes you from other schools. If you already have a mission statement, share it on your website and marketing collateral, including booklets, brochures, and course catalogs.


3. Develop a good website

Prospective students and their parents will review your K-12 school first on your website. So, it is imperative that you have a secure, easily navigable website with accurate, well-written, and up-to-date content. Invest in search engine optimization (SEO) and search engine marketing (SEM) services to be found easily on Google when prospects search for schools in Virginia, New York, and DC. 


4. Set up your social media accounts

Schools should meet prospects where they are. Students expect schools and universities to have social media pages. Parents and high school students also use social media to research educational institutions in their city. An active Facebook page or Twitter handle gives you an edge over schools that are yet to include social networks in their marketing mix. 


5. Give away custom stationery

Quality custom stationery with a professional finish creates awareness about your school. Stationery items are highly visible, seen by several people before they’re discarded. You can order them in bulk without extending your marketing budget. 


6. Differentiate as much as possible

Highlight your school’s unique selling proposition on your website and printed booklets. Try to include these three features:

  • Student achievement, such as standardized test scores that convey the quality and effectiveness of education imparted at your school. 
  • Quality of teachers and administrators, including statistics and information that show educators’ credentials, certifications, experience and awards. 
  • Innovative programs and instructional techniques, including data on their impact on learning outcomes. 
  • Extracurricular activities, with messaging that shows your commitment to developing well-rounded students. 

7. Focus on visual branding

The human brain processes images 60,000 times faster than text. Elegant, professional-grade visuals for your website, social media, and booklets will create a first good impression of your school. Try to use visuals to communicate information that may be laborious and time-consuming to read in text form. It could mean using graphs, charts, and infographics on your website or illustrations and storytelling in your booklets and brochures. 



You have many opportunities to create a distinct brand voice. Ensure that you share a consistent message and voice across your online and offline marketing tools. Capture attention and engage prospects visually and emotionally to drive the branding impact you seek.