There’s a common misconception that a brand is something tangible: a name, a logo or a catchy slogan. But while those are often the most recognizable parts of a brand, they’re not the whole story. In reality, a brand is something much more intangible. In the words of branding expert Marty Neumeier, “a brand is a result”—the result of every interaction customers have with a product, service or company. 

To better explain it, let’s try a thought experiment: If we ask you to think about Apple, what comes to mind? You probably think of iPhones, MacBooks or any of the company’s other products. You might picture that classically simple logo: an apple with a bite taken out. You may even remember their most famous slogan: “Think Different.”

But we’d be willing to bet that’s not all that springs to mind. Maybe you think of Steve Jobs in a black turtleneck sweater, the sleek white aesthetic of an Apple store or the customer service at your last Genius Bar appointment. If we asked you what descriptive words come to mind, you might say something like “innovative” or “reliable” or even simply “cool.” All those intangible feelings and associations are just as much a part of Apple’s brand as the iPhone itself.

Simply put, your district’s brand is your reputation. It’s everything that comes to mind when families, students, community members and other stakeholders think about your schools. And that means that every single experience people have with your district—from the user experience on your website to the curriculum in your classrooms—is a chance to build your brand.

What is differentiation?

If your community already has positive associations with your schools, that’s great, but it’s only the beginning. A truly strong brand is one that differentiates you from the competition. And in the age of school choice, you have plenty of competition—for enrollment, employees and attention. 

Take two of the most famous competing brands: Coca-Cola and Pepsi. At a basic level, these two sodas aren’t that different. (If you don’t believe me, try a blind taste test. I did, and incorrectly identified Coke as Pepsi.) But we’ll bet you have an opinion on which one is better—and maybe a pretty strong one, at that. Whether you realize it or not, that opinion has a lot to do with branding. 

If you pay attention to their marketing, you’ll notice that neither Coke nor Pepsi is really advertising the way its drink tastes. For decades, Coke has billed itself as a drink that brings people together. That’s why young people sang “I’d like to buy the world a Coke” in that iconic ad from the ‘70s. It’s also why the classic red bottles at the convenience store have names on them—encouraging you to #ShareACoke. 

Could loved ones bond just as easily over a bottle of Pepsi? Sure. But Coke has doubled down on that experience of sharing. The same goes for nostalgia. While both Coke and Pepsi have existed for upwards of 100 years, you’re more likely to think of Coca-Cola as “classic”—because Coke has made nostalgia part of its brand in a way Pepsi has not. 

As a school district, you’re “selling” basically the same “product” as the district down the road—a good education. Their test scores may be just as good, their teachers just as qualified. That’s why branding is so important: It differentiates you from the competition. Even when your “products” are remarkably similar, your brands can be total opposites—and people can develop a strong preference for one district over the other based on those brands. 

Differentiating Your District  

First you’ll need to determine the keystones on which you’ll base your marketing and build your brand. Get your team together and answer these few questions to help figure out your strongest differentiation points.

What do local families want from their schools?

Consider concrete wants—like AP courses, career pathways or state-of-the-art facilities—as well as more abstract needs like safety, belonging or preparedness for the future. Grab a piece of paper and list everything you can think of.

Where does your district excel? 

Look at your initial list and cross out anything your district doesn't do well. What’s left should be things families want that you provide. This isn’t a time to be overly humble—but do be as honest with yourself as possible. You can’t build your brand on something you don’t do well. 

What is your competition emphasizing in their branding? 

To differentiate your district, you need to make sure your brand is, well, different from the competition’s. Let’s think back to Coke and Pepsi. While Coke is “classic,” Pepsi consistently positions itself as being on the cutting edge. Its marketing tends to target a younger audience and frequently features endorsements from trending celebrities. That’s not an accident; Pepsi is intentionally doubling down on the exact opposite of its competition’s differentiation points. 

So who’s your greatest competition for enrollment? Whether it’s another public district, a charter school or a private school, you need to know how they’re branding themselves. What do they tout as the best reasons to choose them? 

Take a look at your list. You might see some of your competitors’ selling points—but you’ll probably want to cross them out. Remember, this is about differentiating yourself; you want to be known for different things than your competition. 

What matters most to you?

Finally, if your branding emphasizes too much at once, it may be too complicated to stick in your community’s minds. So narrow your remaining list down to the three or four aspects you’re most proud of or invested in. When you center your brand around what really matters, it will be that much easier to market your district.