BRAND STRATEGY FOR SCHOOLS: MAKEÂ MORE OF THE MOST POWERFUL THING YOU OWN
Brand Strategy is about going beyond the logo or tagline.
We show you how to create a clear sense of identity, stronger community, find your school's voice, and amplify the stories on your doorstep.
WITH THE RIGHT FRAMEWORKS AND ADVICE...
BE THE SCHOOL THAT DOESN’T JUST SAY WHAT IT STANDS FOR. BE THE SCHOOL THAT SHOWS IT, EVERY DAY.
Most schools have a brand. Few use it well.
It’s more than a logo. More than a strapline. More than a values poster in reception. Your brand is how people feel about your school. The stories they share. The decisions they make. The reason they stick around.
INTRODUCING
BRAND STRATEGY FOR SCHOOLS
This course gives you the tools, time and provocation to turn that idea into a strategy. Not a paper plan, but a living, working brand that gives your staff clarity, your students pride, and your wider community something to believe in.
SPRINTÂ 1: SEPTEMBER 22-26 :: 3pm (London)
DEFINE YOUR BRAND
In the first week, over five sessions live sessions with Ewan and Brad, you will learn core frameworks, a shared language for education and operational leaders, and start creating a solid plan for your school:
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Define your right to win - make your school protectable and distinctive
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Create strong stories every time with a Brand Pyramid and shared language between education teams and communications
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Develop your school's tone of voice, and a custom GPT to empower more people to communicate effectively
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Discover the Brand Clock Framework to build out your communications, admissions and in-school experience
After just five live sessions you'll have the start of a compelling brand strategy, and a month of space to put it into action.
Sprint 1: September 22-26, 2025
7am (Vancouver)
9am (Bogotá)
10am (New York / Eastern)
3pm (London)
10pm (Singapore)
SPRINTÂ 2: NOVEMBER 17-21 :: 3pm (London)
FROM STRATEGY TO ACTION
Take the brand strategy you're developing and turn it into powerful routines. In this Sprint you will:
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Create a solid brand story, a model for every story to come
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Learn how to be proactive in communication to the four key archetype families of every school
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Shape storytelling:Â bring your community together, and attract new families
- Copywriting like a pro: key ideas and structures for newsletters and landing pages
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Plan practical communications without hiring an agency
After this Sprint, you’ll be putting your brand to work, every week.
Sprint 2: November 17-21, 2025.
7am (Vancouver) :: 10am (Bogotá) :: 10am (New York / Eastern) :: 3pm (London) :: 11pm (Singapore)
SMALL GROUPÂ SURGERIES
MONTHLY MASTERMINDS GROUPS
BUILD YOUR BRAND WITH US
As you apply what you learn on the course's live sessions, we'll not leave your side. In our monthly masterminds groups we'll answers your questions and personalize sessions to your needs, including:
- Building your Tone of Voice
- Creating a Brand Story with Winning Writing Structures
- Creating more Custom GPTs for specific communication challenges.
- Personalising more Effective and Efficient Planning
Masterclass sessions every month until May 2026. These are programmed in small groups best matched to the timezones of those participating.Â
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HOW MUCH IS ONE NEW STUDENT WORTH TO YOUR SCHOOL?
We're confident you'll see a massive return on your investment.
- New families are more likely to choose your school.
- Current community will feel more satisfied with their experience, clearer on what the school stands for.
- Staff will communicate better. Fewer emails, clearer communication all round.
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Walk through the tools that power your brand.
This course isn’t just a string of Zoom calls. It’s a full toolkit - videos, templates, research and ready-to-use frameworks - that help you and your team shape a brand people believe in. In this short video, we show you exactly what’s inside.
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"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
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HEY, WE'RE EWAN AND BRAD
Your facilitators understand school strategy, and they understand the power of a well-executed brand as part of that.Â
Ewan McIntosh
Founder, NoTosh. Former Digital Commissioner and Investor at Channel 4 TV. Hundreds of school strategy projects in over 70 countries.
"A good strategy, mission or vision is a start. But every communication has to lift those words off paper and into people's imaginations. Frameworks get you so far; but those daily communication habits are where you bring your brand alive."
Brad Carter
Head, Island Pacific School. Former Marketing Executive at Apple. Previous Head of Think Global School.
"The brand strategy that works for your Board members - selling fizzy drinks, cars or computers - just doesn't work in schools. Schools don't have customers, they have community. Schools don't have products they control - they co-design the whole experience with the same people who use it."
We have gained clarity on who we are and how to tell our authentic story with increasing coherence.
____Â Jody Hayes, Grey Lynn School, Auckland
We've never had tools like the ones you've shown us. But with this course, we’ve been able to create a new website.
____Â International School Director
It’s been a fantastic year for getting clarity and consistency on what we’re pushing out, and making sure we know our audience.
____Â Danielle Carter, Head, Brisbane Catholic Education Office Schools.
This has a deep and meaningful impact on our school.
____Â Jody Hayes, Grey Lynn School, Auckland
We all found the course extremely useful. We've got a new website, post more actively on social media and have adapted our tone of voice.
____Â Mike Kramer, International School of Manila
This was ideal. It offered a practical framework for branding and communication skills, all in quick, focused sessions. The follow-ups were gold. Personalized feedback, plus learning from other school leaders? Perfect. I don't have a marketing team, so this course was essential. Now, I feel confident handling school branding.
___ Rebecca Juras, Vilnius International School
ONE PRICE. INVITE YOUR WHOLE TEAM.
BRAND STRATEGY FOR SCHOOLS
This comprehensive course will help your whole team harness your brand: communications, admissions, Head of School and other senior leaders.
Need an invoice? Email Carolyn with your details: [email protected].
EARLY BIRD OFFER
$4990
AVAILABLE UNTIL JUNE 30, 2025 OR AUGUST 31 for AAIE MEMBERS
UNTIL AUGUST 31 FOR AAIE MEMBERS, by email30-DAY MONEY-BACK GUARANTEE
If you aren’t completely satisfied with the first sprint of Brand Strategy for Schools, let us know within the first 30-days for a full refund. No questions asked.
