School "Branding"

We've been hearing a lot about school identity lately, which brings me to wonder what "branding" we should be applying to our learning environment.  Our local high schools have already been concentrating on promoting and nurturing their own particular strengths.  For example, Big Sky High School has developed a "Health Sciences Academy".  Hellgate High School is now our "International Baccalaureate" school. 

"Branding" is about identity building from the inside-out and can resonate with faculty and prospective students because it articulates the school’s commitment to 

communicating its true essence, core values and academic reputation.

I would love to adopt the "Maker Ed" moniker and philosophy to our building.  In my mind, it encompasses the very best of the STEM model (science, technology, engineering, and mathematics) while also acknowledging the importance of applied, hands-on, creative work that is so important in the education of young children. 

"Branding"  is a concept that has long been recognized in the marketing sector, but hasn't been applied to schools as readily.  Insomuch as I can tell, we could readily and productively adopt some of the tenets.  For example:

IDEA:  We already have a mission statement, although it needs to be revisited.  Do all stakeholders buy in to the statement?  Can we develop a slogan to go with it?  How about this "Hawthorne: Where Learning Is Doing" or something along those lines.  We must convey that we are very very good at what we do, and have a lot to offer.  What makes us different?  Special?  This is traditional marketing at its most basic.

OUTREACH:  We have a webpage, we have our Facebook presence, our teachers try to keep parents updated.  These efforts need to be expanded even more.  Frequent, eye-catching, and engaging communications with our extended learning community are what we need more of (especially multimedia). Have we claimed our hashtag yet?

LOYALTY:  Demonstrating our  collaborative strength is important.  More school-wide units of study and themes will build our identity, help learners develop a positive attitude toward school, and keep our community cohesive. 

TIMING:  We need to stay fresh and exciting, and be nimble enough to keep up with the changes in pedagogy and educational technology.  Embracing the possibilities of 21st century learning tools should be a priority.

This article prompted the musings above.