I bet I know what you’re thinking, what is all the fuss about branding? Why would you undertake another strategic process if you’re already gone through strategic planning? Aren’t your mission and a brand proposition the same thing? You already have your mission, vision, and value statements all wrapped up and communicated to your staff and stakeholders. Technically, you and your school district are good to go for the next 3 to 5 years, ready to apply your strategic plan into your day-to-day operations. Or is there more?

Yes, there is more. A brand strategy will benefit your school district—in ways you might not have imagined—and should be a key part of your strategic communications toolkit. Let’s take a look at a few quick branding case studies illustrating real-life benefits.