School Marketing Journal with Brad Entwistle and Andrew Sculthorpe

In this episode, Brad and Scully explain why consistency is the foundation of every strong school brand, and why it's so difficult to achieve. They explain how inconsistency erodes trust, why chasing the 'new and different' isn't always better, and how brand confusion impacts both parents and staff outlook and communication. To help school Heads lead with clarity, the duo introduces a practical seven-step framework for building strategic, visual and verbal consistency across every touchpoint.

A seven-step school brand consistency framework:

1. Define brand intent: Clarify your school's core values and mission to guide all branding efforts.
2. Customer journey audit: Review touchpoints to identify brand inconsistencies and areas needing alignment.
3. Strategic, visual, verbal lenses: Assess branding through strategy, visuals and communication to find improvement areas.
4. Maintain discipline: Ensure all actions and communications consistently reflect your brand values over time.
5. Foster creativity: Refresh your brand with innovative strategies to keep it engaging and relevant.
6. Generate enthusiasm: Engage your community with exciting content to maintain interest and prevent disengagement.
7. Use the right tools: Use tools for consistency but rely on experts for strategic, creative brand execution.

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