Small Details Make for Big Brands
If you keep up with the work we do at 38 House, you’ve heard us talk about brand and how it applies to schools. You’ll know that when we say “brand,” we’re not just referring to colors, typography, and logos. We’re also talking about brand in terms of the “big B.” This goes beyond those visual items to a school’s mission, values, vision, and the actual experience families have at the school.
Over the summer, our family took a vacation in Florida. During our stay at a Marriott property, there were several reminders of how small details directly affect Marriott’s brand in the “big B” sense. If you’ve spent any time in Florida during July and August, it’s a bit warm, so we strategically planned our trips to the pool and beach. Although those weren’t the busiest or most social times to be poolside, we had an opportunity to experience the brand expectation that Marriott sets for itself and its employees, whom Marriott refers to as associates.
Those mornings when we arrived early, it was obvious that the details mattered and there was intentionality behind every task. We watched fallen leaves being removed from the paths, umbrellas being opened by the pool, and then their accompanying chairs being arranged in a consistent and organized manner. These small yet meaningful tasks were a reminder of how attention to detail and providing a consistent experience for every guest every day contributed to our experience. It also reminded me how emphasizing the details contributes to the culture and brand of independent schools.
Watching those Marriott associates hone the details reminded me of my time working in admissions and athletics. Before every visit by a prospective family, we designed a schedule that included every detail. We’d define when and where the family would meet with teachers, coaches, and our head of school. We would provide clear directions on where to park and a recommended dress code for the student so that they felt more comfortable as they walked around campus. The morning of the visit, I walked the campus tour route by myself. I made sure the lights were on, the 8th-grade locker that somehow was always spilling into the hallway was cleaned up, and that the doors were unlocked. It was important to us that the student and their parents experienced a campus that was welcoming and ready for them. We wanted to nail those details. We also knew that the campus visit was how we could show “the way we do things around here.”
While serving as the athletic director, I knew I could control how our facilities and visible areas presented not only to visiting teams and schools but also to our own coaches and athletes. Was trash overflowing after a home game and a busy concession stand? Did a storm blow the high jump mats off their pallets again? Were there issues that needed to be shared with our maintenance and facilities teams? Did the visiting parents (potential admission prospects) feel welcome? Every opportunity and detail, from parking signage to clean restrooms, was a chance to show our school culture and brand.
It didn’t take long for me to complete the pre-campus tour preparations or walk the athletic facilities. But just like the associate in Florida putting up the umbrellas every morning, it was my way to place importance on the details that reflected our culture and brand.
During home athletic events, admission open houses, campus tours, and more, take the time to put yourself in the shoes of a visiting parent. Think about their challenges and worries, walk the campus tour path and prepare the way, and make everyone who comes to campus feel welcomed. Remind your faculty and staff that every member of the team has a role in caring for your school's brand. The small details are what make up the brand of your school. Every member, no matter their role or title, can contribute in a meaningful way to your culture and how your school presents itself.
