Your school’s visual identity shapes first impressions long before prospective families step through your doors.
September means back to school. And, there’s no better time than the beginning of term to make sure your brand is still having the desired impact on stakeholders.
You can do this by completing a brand visual identity audit.
These audits look at how your school’s logos, colours, typography and photography is used across all points of contact - from parents and carers to your wider community.
Taking the time to review how your collateral is used and perceived can help make sure you’re staying consistent with your brand. And, rectifying any inconsistencies can help maintain trust with your stakeholders, and further strengthen your position with families.
Why branding matters for schools
Being consistent helps build trust and credibility with prospective parents and carers who are researching schools for their children.
When we were approached by Bradford Forster Academy, they wanted to refresh their overall public profile. They recognised that the existing, scattered visual elements were undermining their ability to showcase their strengths to the local community.
We worked with them to create a striking new website, a fresh print prospectus, professional photography, and created a cohesive digital presence to give them the ‘shop window’ they needed to attract families.
There are three key stakeholder groups drive visual identity success for schools:
Parents and carers seek credibility, clear values, and academic standards
Students want a feeling of belonging, identity, and engagement
Staff need shared pride and communication clarity
How to carry out a brand visual identity audit
Completing a visual identity audit is challenging enough if you don’t know exactly what you’re looking for. Here are three questions to get you started:
1. Where is your brand being used, right now?
This is a comprehensive evaluation of every visual element that exists across your brand. Document where it appears - from uniforms to newsletters - and how consistently it’s applied.
Then, look at each element based on these key criteria:
Is your logo easily recognisable and used consistently?
Does your colour palette reflect your school's character?
Is your collateral accessible to all users?
Does your photography represent your community?
Reviewing all materials - from prospectuses and stationary to your social media profiles - will help give you an idea of how your school is perceived by families, staff, and students.
2. How do you compare to other schools?
Look at how other schools within your catchment area approach their brands. Are they consistent? How do they position themselves?
If your school is part of a multi-academy trust, then conduct cross-school comparisons to highlight any inconsistencies or outdated elements that could dilute the overall strength of the brand. Look for successful visual strategies within your trust that could be scaled.
Make note of what works well within your local area, and - most importantly - where your school can stand out.
3. What does your community think?
Use surveys or focus groups with parents and carers to understand how your brand potentially influenced their decision to choose your school. Ask them how that perception has changed since their child started.
Similarly, holding workshops with students and staff will help you assess how well your branding resonates with those who spend the most time at school. You’ll get a good indication of how emotionally connected they are to the brand, and what impact that’s having on school pride.
Creating your visual identity guide
If your school’s visual identity was created by an agency or external team, then it’s best to consult them before changing your brand guidelines. They’ll be best placed to advise you on what changes need to be made.
Some schools may not have brand guidelines. And, while they may not be essential, brand guidelines can provide clarity and consistency across all touchpoints, while also giving specific use cases and examples for your logo, type, and photography.
You’ve completed your brand visual identity audit. What’s next?
If your brand visual identity audit has highlighted some shortcomings, then we would always recommend prioritising the assets that are seen the most.
This includes collateral like your website, prospectus, and signage in public-facing or shared areas (like reception, corridors, libraries, and common rooms).
We would also encourage you to keep the local community engaged with the next steps following your brand visual identity audit. Explain the changes that are going to be made, and how they stand to benefit the school.
Common questions about brand visual identity audits
How often should schools audit their visual identity? Annual reviews work well for most schools in the UK. However, you should be looking at your brand holistically every 3-5 years. These reviews can be timed to coincide with recruitment drives or following significant changes, like academy conversions.
What's the biggest visual identity mistake UK schools make? The biggest mistake is being inconsistent. Some schools have different designs for their biggest pieces of collateral. Combined, this creates confusion for prospective families - not recognition or trust.
Do primary schools need brand guidelines? Absolutely! No matter what stage a child is at in their education, parents will research the schools in their catchment area. A cohesive visual identity or brand guideline can help smaller primary schools compete effectively against larger institutions or multi-academy trusts with a dedicated marketing function.
How much should schools budget for visual identity improvements? Investment can be varied, but we’d recommend focusing on the quality of your photography and core collateral first. These will provide the strongest assets that work across multiple channels and typically deliver the strongest return on investment.
The next steps for your brand identity
Following your brand visual identity audit, you will know whether your school’s brand and values resonate with every stakeholder the way it is meant to.
Parents and carers will be able to understand the values your school represents. Students should feel a sense of pride and belonging wearing the uniform (think about a Year 7 in their new jumper - that feeling, all the time). And, your staff will represent the values of their workplace.
Are you ready to discover what your school’s visual identity is really saying? Book a free 15-minute brand audit call. We'll review your key touchpoints, and highlight any quick wins to strengthen your school’s brand.