Schools and Trusts face an urgent challenge with student numbers steadily declining.
More than ever, it’s crucial to build strong relationships with parents. A good reputation spreads through parent word-of-mouth. Leading to more recommendations and enrolments, which schools need to keep their doors open.
So, how do schools and Trusts get there? It starts with strong branding. Keep reading to learn how mastering your branding and communication with parents will help fill classrooms.
What is branding in education?
It’s similar to branding in business. Just like businesses focus on branding to support their reputation, schools and Trusts should do the same. By developing a strong brand, schools encourage parents and the community to speak positively about them, helping to attract more students.
But what really makes up a brand? It's not just a logo or a catchy slogan. Branding is about creating an identity that people recognise and connect with. For a business, this includes things like visual style, tone of voice, values and overall philosophy.
In the context of schools, branding revolves around what many refer to as:
- Vision: Future goals shaping strategic direction
- Values: Principles guiding behaviours and decisions
- Ethos: Character and spirit of culture
These elements help schools stand out and shape how current and potential families view them.
A 2019 survey by the National Foundation for Educational Research found that 72% of parents in England said word of mouth was a big part of their decision when choosing a school. This shows how vital a good reputation is.
Schools can build stronger relationships with parents by aligning their vision, values and ethos with clear communication. This not only enhances their reputation but also helps maintain student numbers when they might otherwise be dropping.
Branding: schools vs. Multi-academy trusts
For Multi-Academy Trusts
As a Trust, you’ll have a strong brand that explains why you exist and the types of schools you manage. This acts like a clear signpost, showing what you stand for and helping to ensure all your schools align with these core ideas. However, it's both normal and beneficial for each school within your Trust to express its own unique qualities. These individual identities reflect the specific strengths and characteristics of each school, adding depth and appeal to your overall brand.
For individual schools
Individual school brands highlight what makes them unique. As well as the vision, values and ethos, this could be a school’s programmes, community impact or approach to teaching. By showing off what sets a school apart, it draws in students and parents looking for what they offer. This makes a school stand out and stay relevant, even when there are many options out there.
Effective communication, stronger school brand
Improving a school's public image through better brand communication is key to maintaining its reputation and student numbers.
Strong communication not only attracts new students but also helps the school bounce back faster from any setbacks. In fact, research from the University of Cambridge shows that schools with solid reputations recover from damage 25% quicker because they have the trust of their community and know how to communicate well.
Every message a school sends can either boost or hurt its reputation. That's why communications must be informative, relevant and engaging. Let’s take a closer look at what makes brand communication with parents effective.
Targeted communication strategies
It’s easy for parents to miss important information if they receive too many messages, especially if those messages aren’t relevant to them.
For example, if a school sends the same message to all parents when it’s only for Year 7 families, most of them might ignore it. Parents might subsequently feel disinterested, overwhelmed and disconnected, which isn’t good for the school's image. Best practice? Tailoring communications to specific groups to ensure relevance and engagement.
Each communication, from newsletters to emails, should also mirror the school's core vision, values and ethos. This strengthens the unique identity of each school whether they are independent or in a Trust.
What’s more, paying close attention to the basics like spelling and grammar goes a long way in showing you care about the details, boosting your school's credibility. Getting these elements right is key to building or harming your school’s reputation.
Perfecting your brand message
Whether it’s showcasing forward-thinking initiatives, emphasising inclusivity or highlighting traditional values, each message should reinforce a school’s vision, values and ethos. This isn't just about repeating slogans. You’re making sure every email, newsletter or announcement reflects what your school stands for.
Tone of voice matters too. It’s the way your school’s personality comes through in your communications. Are you friendly? Formal? Innovative? The tone should match your brand’s personality and make your messages resonate more deeply with parents to reinforce your positive influence.
Think about the impression each message leaves. If you were a parent, what would you take away from your school’s communication? Does it align with the goals you have for engagement and perception? Every message is a chance to strengthen your connection with parents, so it’s worth taking the time to get it right.
Planning when and how you speak to parents
In the business world, every message is planned with care. Schools can also benefit from this careful planning to improve their reputation. This means thinking about:
- What you're saying
- Who you're saying it to
- When it's best to say it
Schools are busy and constantly adapting to new challenges. That's why having a clear plan for your communications is so important.
For instance, setting up a calendar for the school year can help. You know when new students arrive in the autumn, so plan a welcoming message specifically for them. During the holidays, switch it up with a different kind of update. This keeps your messages relevant and prevents parents from feeling overwhelmed.
Think carefully about how often you're reaching out. Bombarding parents with too much information can push them away rather than pull them in. Find that sweet spot — enough to keep them informed but not so much that they tune out.
Your school’s website and social media should also reflect this thoughtful approach to communication. Every message, no matter the channel, should be clear, engaging and reflective of your school's values.
Get parents to recommend your school
By building a brand that resonates with parents and improving your communication, you're creating trust. Trust is good. You want it in spades. When parents trust your school, they're much more likely to recommend it to others.
In a time when attracting new students is tougher than ever, with declining students and intense competition, smart communication with parents is everything.
Read our next blog, where we break down exactly what parents are looking for in your communications. Understanding this can help you keep your student numbers healthy.
