Yesterday I had a great conversation with a middle school principal about the value of parents in the brand development process. Like other stakeholder groups parents are not always effectively engaged in the education brand develpment process.
We need to make sure that there are period times and ways for parents to share their views on how well our schools are delivering on their brand promise. Does the school provide the assets to their sons and daughters that they thought they would?
When a school or system of schools has adopted a brand strategy the organization needs to make sure that parents understand the strategy, especially the narrative, so that they can tell others about the value of the school. This will ensure the the organization recruits and retains the right families.
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