Make more of the most powerful thing you own.

Most schools undervalue what their existing brand can do for them.

The brand isn't defined. It's not planned. It's not made to work hard enough.

This course shows you how to Define, Craft and Tell the Stories of your School.

Go beyond the logo, mission statement or tagline. We show you how to find your organisation's voice, plan more purposefully, and amplify the brand that's under your nose.

Gain Confidence

Get to know the important differences in the parts that make up a strong brand strategy (and don't lose sleep on the jargon that doesn't matter).

Learn a ton
(and also do the work)

Time to learn. Time to think. Time to put it all into action. You'll create your brand strategy as part of the course.

Lifetime access

Access for life to our materials, meaning you can use frameworks and ideas with your team, over time.

"Our motivation to brand, and to be branded, comes from our hardwired instinct to connect."

Debbie Millman, President Emeritus of the American Institute of Graphic Arts

Sprint 1: Define Your Brand

25-29 August, 2025
3pm GMT, one hour every day (recording available)

Day 1: Every school has a brand. And people want to be branded

Brand is all about the feelings you create in someone else. Understand that, and you're at the start of defining your brand strategy.

Day 2: Purposeful Relationships Make Your Brand

A brand without relationships is just a logo. Who do you want to be in those relationships? How do you appear to others? How do you want to be seen?

Day 3: The Brand Clock

The key to seeing the main activities you need to introduce.

Day 4: The Inside Story of Your Community

Everyone thinks they know how a school should work.
Amplify the stories that represent exactly who you are.

Day 5: The Story You Tell

Brand is sometimes called identity. “People like us do things like ___.”

Sprint 1 Drop-ins and Project Development to follow

Sprint 2: From Strategy to Action

22-26 September, 2025
3pm GMT
, one hour every day (recording available)

Day 6: Build your Brand Idea

Stop listing endless features and start showing the value you offer.

Day 7: Build your Brand Expression

What's your organisational tone of voice, and how can you get everyone hearing it?

Day 8: Build your Brand Story

Find and develop concepts that drive a thousand communication ideas.

Day 9: Build your Communications Plan

Learn to plan communications in cycles or campaigns, with a goal in mind. Gain focus and save time. 

Day 10: Know what success will be

Work out what you want from every facet of your brand. Then measure its success.

Celebration event: late February

Join the waitlist for 2025

Brand Strategy for Schools returns in 2025. Join the waitlist, with no obligation, to get early access and special offers.

We promise to send only relevant information, and you can always unsubscribe.

“This has probably been the most collaborative process on mission I’ve ever been involved in.”

 

Patrick Hurworth, formerly Head of School, International School of Beijing

“I've implemented more prototypes rather than sitting in the planning phase too long.”

 

Tamara Redmond, International School of Zug and Luzern

“Storytelling has the most concrete impact, using the tools to create our leadership vision together."

Edith van der Linden, International School of Utrecht

About your facilitators

Ewan McIntosh

Ewan McIntosh

"When we do strategy or mission-and-values work with schools, we can only go so far. How you make those words come alive in every communication is what makes the difference. Too often, it comes down to sheer force of personality and some great leadership. But with a proper brand strategy in place, the power of that would be multiplied many times over."

Ewan was a classroom teacher who ended up as Commissioner at public service broadcaster Channel 4 Television Corporation, finding and investing in $50m of digital services that found reach to the elusive 16-24 year old audience. He’s led design projects with countless corporates (Burberry, BBC, Channel 4, talktalk plc, thyssenkrupp). With a life path that involved narrow misses with investment banks and the British Army, his love of learning and teaching was the dream job that led him to start NoTosh in 2009.
Since then he's worked with hundreds of schools in over 70 countries.

Brad Carter

"I have all this experience in finding and telling the right stories for brands in the corporate world and I've done the same with school Boards. But I find that there is always a painful translation job to do between those two worlds. The brand strategy that works for selling fizzy drinks, cars or perfumes just doesn’t work in schools.

"Schools don’t have customers, they have community. Schools don’t have products they’re in control of - they co-design the whole experience with the very same people who use it."

Brad was Director of one of the world’s most innovative schools, Think Global School, where students live and learn on a different continent every semester. In a 40-year career he’s been recognised as a master storyteller in his work as a former marketing executive with Apple.

Masterminds

$5000

Expert input and personal meetings

  • Join both sprints and personalised drop-ins
  • 10 hours' live course with Ewan McIntosh & Brad Carter
  • Materials, frameworks and video catchup on demand, for life
  • 10 monthly masterminds sessions, personalised and focussed on your project
  • Additional places for teammates available after purchase for only $500pp

Join the waitlist for 2025

Brand Strategy for Schools returns in 2025. Join the waitlist, with no obligation, to get early access and special offers.

We promise to send only relevant information, and you can always unsubscribe.