Branding Lessons: MADmen Strategy for Developing a School Brand

A few posts back, I spoke of the TIME factor to develop a brand. Two to Three months seems to be the window in business and for schools

After that, live with the brand. Try it out internally before you even think about moving to Marketing the brand to the community.


As I write my book, "MADmen Principles to Inform School Principals", I'm using some respected frameworks from the PR/Marketing MADmen industry to help shape your powerful message: the value of bringing branding to your school. The book will be a quick read and user friendly. It's a desktop book guide for planning meetings and discussions around the topic of branding a public school. It can serve as a roadmap for introducing a branding concept to build identity for achievement in a school. Remember, if you go this route, you will be leading a new effort , linked to "New Thought" about connecting to "clients". It's a movement that can streamline language, attitude, and action related to genuinely LIVING a school identity/brand for student achievement'

School Branding is informed by the MADmen framework, but even in its definition, School Branding is different from Iconic Branding of COKE and COACH.

"School branding is the collective impressions that a community/clients holds about the school organization's service and product built through ongoing relationships."

Questions for MADmen Principals to explore and act upon are familiar on Madison Avenue, but not as recognized on Main Street...


What is Branding?
What is School Branding?
How to Define the School Brand?
How to Determine the Objectives of Use?
How to Define the Target Audience?
What are Barriers to School Branding?
How to Create a School Brand Packaging?

With these topics in hand, be ready to be A MADman, Mr./Ms Principal