Brands work by offering a bundle of values, fashioned into a ‘proposition’ or promise that resonates with the target market’s wants and needs.

Just like brands, every school needs to demonstrate its unique properties in order for parents and pupils to develop a preferred choice for one school over its competitors.

While a multitude of values: facilities, personnel, ranking, value add, reputation, all play a part, the key task of the brand workshop is to uncover the central promise that binds all these factors into a key idea designed to motivate your key audiences, supported by these reasons to believe.