As competition increases and demographics shift, many schools feel an understandable pull to broaden their message. They soften their key differentiators and add qualifiers. Over time, this instinct often leads to an unintentionally diluted message that doesn’t clearly resonate with anyone.

Brand is far more than your logo and colors. It is your reputation and your culture. Use onboarding to build culture and communicate the importance of brand.

Observations from the Yorktown that inform the independent school branding and our approach at 38 House.

Too many institutions invest in their branding but stop short of a crucial element – a brand guide.