Best practice: School branding refresh checklist


Best practice: School branding refresh checklist

Rebranding is a big deal, so it’s important that you take the time to get it right.

The first thing you must understand is that your brand is so much more than just a logo.

Your brand identity is the entire spectrum of touch points between your school and its stakeholders. It is your identity.

Your brand should encompass your school’s heart, personality, story, and values; these specific characteristics are what resonates with your audience and differentiates you from any other school. It is what makes you unique.

Think of your brand as your school’s DNA. Your logo, values and identity are the genes that collectively make up the complete DNA molecule.

With a brand refresh, you don’t want to completely start from scratch – but rework, revisit and develop what you currently have, including but not limited to:

  • Values
  • Mission
  • Logo
  • Motto
  • Website
  • Brand Guidelines
  • Social Media
  • Newsletters
  • Enrolment collateral
  • Letterheads
  • Photography
  • Staff Email Signatures
  • Signage

Competitive Advantage

  1. Have you researched what some of the best schools are doing from a branding, marketing, and online perspective?
  2. Have you factored in what is happening within the education sector currently?
  3. Have you planned out how you’re going to advise and communicate with your existing parents, students, and teachers on your school’s brand refresh?

The key to great branding and conveying it successfully is having a clear message that links back to your school visions and values. If your audience feels like they know you and what you stand for, they are more likely to trust you. This is vital for attracting new students and forging ties in the community.

Sponsorship Ready has developed a brand refresh checklist for school’s wanting to professionally convey their school’s purpose, vision, and values to the community.

If your school requires support in producing or refreshing its brand guidelines, Sponsorship Ready can help in bringing this to life, ensuring all is in conjunction with your school’s key values and objectives.

Find out more about Sponsorship Ready’s branding guidelines here.


Terry Johnston from ​Sponsorship Ready