Rebranding is an undertaking that touches just about every aspect of how your school presents itself to the world: how you communicate your message, attract new families, and engage with your community. It's an investment in the future of your school.

And because a school rebrand is such a big change, it's not something that can be done in isolation. It needs careful planning, open communication, and, most importantly, buy-in from your entire school community—which, honestly, you won’t get.

Change, even when it's positive, can be met with hesitation for schools steeped in tradition. For better or worse, people will  be attached to the familiar: the old, cringy mascots, the outdated taglines, and the way "it's always been done."

However, gaining interest, enthusiasm, and support from everyone, from your faculty and the board of trustees to your parents and even students, is still essential for a successful school rebrand.

So, let's take it one step at a time and learn how to get key stakeholders on board with your vision.

Start by Talking— and Listening

Talk to your school's leaders 

Explain why you know your school's brand needs a refresh and show them why a new brand will help your school reach its goals. That's why it's critical to clearly communicate the value it brings to the entire school community, whether they realize it or not.

Here are some of the key people you should talk to:

• Superintendent/Head of School: As the district/school leader, they need to understand the "why" behind the rebrand and how it connects to your school's overall vision, mission statement, or strategic plan. Explain how a strong, modern brand will help attract new students and families and support your reputation in the community.
   
• Head of Advancement: Show them how a rebrand can make your school more appealing to donors, tell the story of its impact better, and, as a result, increase giving. This may ruffle the feathers of alumni and graduate groups, but focus on how the evolution of the brand will honor their legacy.

Keep Reading: When Alumni Attack (Your School’s Rebrand)

• Director of Finance: Be ready to discuss the costs of rebranding and how it will be funded. Explain how the rebrand is an investment that will benefit your school in the long run.
   
• Dean of Faculty: Talk to them about how the rebrand can help attract and retain great teachers, and how it will modernize the school's commitment to academic excellence, and catch the eyes of prospective employees.
   
• Admissions Director: A rebrand can be a powerful tool to attract new students and families. Show the admissions office how a fresh, modern brand will make the school more competitive.
   
• Board of Trustees: Explain how the rebrand will help the school fulfill its mission and stay competitive.

• PA President: The Parent Association is a vital link between the school and parents, so talk to the PA president about how the rebrand will strengthen the school community and improve communication with families.

Listen to faculty and staff

They’re the heart and soul of your school, so engage them in conversations about the brand with:

• Surveys: Use online surveys to gather feedback on the current brand and get ideas for improvement.
   
• Focus Groups: Conduct small group discussions with faculty and staff from different departments to get diverse perspectives.
   
• Informal Conversations: Not all of these discussions need to be so formal, so encourage open dialogue and feedback in staff meetings and casual settings.

Ask questions like:

• What words come to mind when you think about our school?
• What do you think our brand should communicate?
• How can we better represent our school's values and mission?

One of the more noticeable updates of Eastchester Union Free School District’s new site was the district’s new branding design, which combines the traditional school colors with Eastward-facing arrows representing the district’s momentum.

“We had a couple of phases while building the new website; we had a small committee of parents and staff members who came together for the branding elements, and we had a lot of Board of Education feedback on the look and layout of the site,” said EUFSD’s Director of Technology, Robert Jacoby, in a news story.

“With the branding, we wanted to take elements that were important to Eastchester but also make everything more modern.”

Get parents involved

Parents are invested in their children's education and your school's success, so tap into their perspectives through:

• Parent Association Meetings: Present the rebranding initiative at PA meetings and ask for discussion and feedback.
   
• Online Forums: Create dedicated online spaces where parents can share their thoughts and ideas.
   
• Surveys: Distribute surveys to gather opinions on the current brand and their aspirations for the school.

Ask questions like:

• What initially attracted you to our school?
• What do you value most about our school?
• How do you perceive our school's brand in the community?

Don't forget the students!

Especially in middle and upper school, students have a strong sense of your school's identity. They can offer an honest perspective and valuable insights into how your school is perceived by their peers.

• Student Council Meetings: Present the rebranding initiative to student council members and ask for their feedback.
   
• Student Surveys: Use online surveys to gather student opinions on the school's image and communication style.

Ask questions like:

• What do you like most about our school?
• What makes our school unique?
• How would you describe our school to a friend?

By actively listening to their input, you show respect for their opinions and build a sense of ownership in the rebranding process, similar to Tuxedo Park School, which wanted to revitalize its brand and website while still honoring its rich history. 

Partnering with Finalsite, the team introduced a refined color palette that featured softer shades of green and gold alongside a complementary set of secondary colors, a choice that elevated its iconic "TPS tree" logo and introduced a more sophisticated design of growth and strength.

Show, Don't Tell

Use numbers to show the value of a rebrand. Has enrollment dropped? Is the school not as well-known as it used to be? Data and statistics that could be attributed to your current brand can help people see the need for a change.

• Present a clear plan. Show your stakeholders what the rebranding process will look like. Explain the steps you'll take and how long it will take.
   
• Share examples of what the new brand might look like. Visuals can help folks get excited about the change and see what’s possible with a new logo, website design, or marketing materials.

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

New website, new logo, new messaging…Fayetteville Academy launched its school’s website in conjunction with its new brand, both of which were supported by Finalsite’s team of strategic brand and marketing consultants.

Bring in the Experts

Rebranding is a complex process... add it to your current workload, and it can become a massive project. To get the best results, work with a team that specializes in school branding, pros who can offer valuable support for rebranding, and a deep understanding of the school market. Here's how they can help your rebranding efforts: 

• Brand Research: Experts can conduct thorough research to understand your school's current brand perception, identify your target audiences, and even analyze your competition.
   
• Strategy Development: A branding team will help you define your visual brand strategy, including your brand promise, key messages, and personality, so your new brand is authentic and resonates with your audiences.
   
• Visual Identity: Design professionals can create new brand assets and design elements like a new logo, color palette, and typography that capture your school and appeal to both current and prospective families.
   
• Website Design and Content: Experts can develop a user-friendly website that showcases your new brand and communicates your school's story.
   
• Brand Launch and Implementation: Experts can guide you through the launch of your new brand and provide support with implementation across all communication channels.

Partner with experienced professionals to leverage their expertise and give your stakeholders confidence. Plus, it’ll free up your internal team to focus on their main responsibilities.

Keep Everyone in the Loop

• Send regular updates about the rebrand. Let everyone know how the project is going, and share your successes along the way.
   
• Be open to feedback. Make sure people feel heard throughout the process. Too many cooks spoil the broth, as they say, but at least listen to feedback and be open to their suggestions.
   
• Empower your staff and faculty. When your new branding goes live, make sure your community has the updated assets, language, and files so they can stop using the old ones! Give them the tools and resources they'll need to carry the new brand forward, just like how Nash County Public Schools provided resources on its staff hub.

• Celebrate the launch of the new brand. A great way to build excitement and school spirit is to have a special event to mark the occasion!

Leading up to the unveiling of Central Islip School District’s new branding, mascots, and website launch, the district teased out new elements of the brand on social media—a great way to build excitement over the summer.

Don’t Forget Your "Why"

When discussing the rebrand, always connect it back to your school's mission and values. Help people understand that a new brand is not only about a fresh look but about continuing your legacy and making the school even better for everyone.

Key Takeaway

Rebranding your school is a major project that requires careful planning and, crucially, buy-in from your entire community. It can be challenging when change is often met with resistance, but start by communicating with key leaders, listening to feedback, and showing them how it will benefit your school. You don't (and shouldn't) do it alone, though. Partner with school branding experts to ensure a smooth and successful rebrand!

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.