Inclusivity and authenticity are important parts of strong school branding. They help create a school environment that feels welcoming, supportive, and focused on the well-being of everyone in the community.

And while these values help your brand connect with what many families and prospective employees are looking for in a school, an authentic brand shares and also listens to its audience.

When people feel like they’re part of something, they’re more likely to stay involved, and that’s the link between authenticity and approachability. By asking for feedback from students, parents, and staff, your school shows that it values different perspectives and that it's open to listening and making changes.

Hence, two-way branding.

Your school's brand should reflect your community. In fact, 77% of consumers choose brands that share their values and after all, it's the two-way conversations that help build trust and strengthen relationships around what your community actually wants and needs.

What is two-way branding for schools?

Unlike more traditional branding, where a school merely broadcasts its message to the masses, two-way branding involves active listening and engaging with your students, parents, and staff.

Two-way branding helps your school stay true to itself while also showing that it’s welcoming, responsive, and a place people can be heard. Here’s how it all works:

Active Listening

Your school can use surveys, online forms, social media, or focus groups to gather input about how it's represented. This feedback can cover everything from your school logo's colors and visual identity to the after-school activities and the overall school environment and culture.

Responsive Action

Gathering feedback is only the first step, though. The real value comes from acting on it. When your school implements suggestions or addresses concerns raised by its community, you show that you value and respects the feedback.

1. Implementing Changes: Based on the input, your school can make positive changes to policies, programs, or even the physical space to show that you're committed to improvement.
    
2. Transparency: Communicate the actions taken in response to the feedback. Let your community know how their input is being used to shape the school experience.
    
3. Listening Actively: Surveys, suggestion boxes, town hall meetings, and social media interactions... The key is to create multiple channels for stakeholders to voice their opinions, concerns, and ideas, and show the responses, just like how Summit Country Day School took its community's feedback into account and shared the results of its benchmarking survey.

Benefits of Two-Way Branding

Stronger School Community

When your community feels heard and valued, they become more invested in your school’s success. This helps build a stronger sense of connection and when students, parents, and faculty see their feedback lead to real changes, they feel appreciated and involved.

They’re especially more likely to stay engaged because they see themselves as an important part of your school’s growth and achievements.

Keep Reading: Top 6 School Branding Mistakes (& Schools That Get It Right)

Improved Decision-Making

With diverse perspectives, you can make more informed decisions that better reflect the needs and goals of your community, too. When you gather and act on feedback, you show that you’re willing to grow and adapt to better serve students, families, and staff.

Calhoun School knew the feedback from its community would help guide the search for its head of school, and with a survey to submit feedback, it would welcome their input in the process.

Enhanced Reputation

A school that actively listens and responds to its community is likely to be seen as open, adaptable, and student-centered. Ideally, this brand reputation can attract more families, improve student retention, and boost overall satisfaction among your school members.

Community engagement can significantly boost brand loyalty, too, considering 94% of consumers say a brand’s treatment of its customers influences their decision to purchase, or rather, stay at your school.

Seacrest Country Day School actively sought feedback and insight from its community during its head-of-school search, providing multiple ways for its community to get involved and solicit input for its next leader.

Examples of Two-Way Branding for Schools

• A school holds a design competition for a new senior lounge space based on student feedback on desired features.
   
• Parents suggest after-school coding workshops, and the school implements a pilot program based on the interest level.
   
• After receiving feedback that the school website is cluttered and outdated, families are surveyed about their ideas for the features or structure of the new website.
   
• A high school's mascot is outdated and doesn't resonate with the current student body, so the school conducts a survey to gather feedback on mascot suggestions.

Two-way branding is an ongoing process, but by supporting open communication and acting on feedback, your school can create a brand that reflects the values of the entire community. Just like how The Little School collects feedback on its school's website, it can implement any changes if needed, from smaller updates to larger decisions about navigation or layout.

Keep Reading: How To Create A Successful School Branding Strategy

Community Feedback for Your School’s Rebrand or Brand Update

Two-way branding is beneficial for schools in both situations: rebranding efforts and updating existing brand identities. Here's a breakdown of why it's helpful in each scenario:

Rebranding

• Gather Community Input: If your school is going through a rebrand, it’s a great chance to use two-way branding. Input from students, parents, and faculty can better represent what your community values and what they want your school. This helps make sure your new brand connects and sets a clear path for the future.
   
• Building Consensus: Rebranding can sometimes be met with resistance, but two-way branding creates a sense of ownership and involvement in the process. When your community feels heard and their ideas are considered, they're more likely to embrace the change.

Existing Brands

• Continuous Improvement: Your school is always growing and changing, and two-way branding helps you stay connected to your larger goals. By regularly asking for feedback, you can find areas to improve and adjust your programs to better support your families.
   
• Staying Relevant: Education is constantly changing, and two-way branding helps you keep up. It lets you stay current with trends and make sure your brand message and visuals continue to connect with your audience—especially prospective families.
   
• Boosting Morale: When you show that you value input from your community, you help build a more positive and supportive environment.

Key Takeaway

Two-way branding isn't a one-time fix for a rebrand but more of a mindset shift toward open communication and continuous improvement. By rolling this approach into your existing brand, your school can create or support an image that thrives on the collective energy of its community.

ABOUT THE AUTHOR

Connor has spent the last decade within the field of marketing and communications, working with independent schools and colleges throughout New England. At Finalsite, Connor plans and executes marketing strategies and digital content across the web. A former photojournalist, he has a passion for digital media, storytelling, coffee, and creating content that connects.