School districts should have a universal message and look just like corporations: - Create a strong, appealing identity; - Effectively promote your mission; and - Establish a positive image of the organization.

1. WHO ARE YOU?
CREATING ONE STYLE,
ONE MESSAGE,
– – – ONE BRAND

2. WHAT IS BRANDING?
Prediction of what to expect
X Emotional power of that
expectation
_______________________________________
BRANDING

3. ADVERTISING/MARKETING VS. BRANDING
Branding is not a quick promotional effort
Branding is not a campaign of any length
Branding is a solid, long term foundation for
all other aspects of the organization to grow
around

4. CREATING THE FOUNDATION
Ellen Ondrey – Messaging
Sheryl Scheatzley – Internal branding of vision
statement

5. WHY CREATE A BRAND?
Creates a strong, appealing identity
Effectively promotes your mission
Establishes a positive image of the
organization

6. EFFECTIVE BRANDING
Be easily recognizable
Create professionalism in all communications
Express what the organization stands for and presents
value to the community
Differentiate the organization from its competitors
Be a beacon which draws people to your organization
Be a symbol that instills trust and confidence

7. CONSEQUENCES OF NO BRAND OR POOR BRAND
Looks unprofessional and destroy credibility
Make it difficult for the public/customers to
determine what you do
Make it difficult for the public/customers to
recognize your materials
Fail to show the value of what you do
Fail to inspire people to take action (i.e. volunteer,
read your materials, donate to your school, attend
an event)

8. BRANDING BARRIERS
No clearly defined message or graphic
identity
Too many communicators
No controls over materials
No access to approved logo, etc.
Poor understanding of importance of branding

9. BEFORE BRANDING:
LOGOS, LOGOS EVERYWHERE!

10. DEVELOPING A BRAND
Create basic messages and a graphic identity
to be delivered in all communications
How is your school district “wrapped” or
presented to its constituencies?
Yours should have its own personality, identity
and set of characteristics.

11. LOGO
Your logo is one of the most important tools in
establishing a graphic identity and is integral to
the branding process!

12. MESSAGES
Tagline
Every Student a Star
Mission
The mission of the Middletown City Schools is to provide our culturally diverse
students with highly-challenging and engaging school work, which assists them in
gaining valued knowledge and skills. We will continue to operate the district in a
fiscally responsible manner with a priority of student achievement.
Vision
Recognizing the need to prepare students to become productive members of a
democratic society, we envision that the Middletown City School District will:
• Raise achievement levels of all students
• Eliminate achievement gaps
• Earn a rating of "Excellent" on the school district's state report card

13. MAKE IT EASY FOR STAFF TO COMPLY WITH
STANDARDS
Create templates/preformatted materials
Letterhead
Envelopes and Business Cards
Fax sheets
Thank you and note cards
Tablecloth and banner
Newsletter or brochure templates
Website (page templates)
Flyers

14. PHONE GREETINGS
Hello, thank you for calling xxxxxxx xxxxxxx, of
the Middletown City School District, where Every
Student Is A Star. This is xxxx xxxx, Principal of
xxxx xxxx School. Your call is important to us.
If you know your parties 4 digit extension you may
dial it at any time, or press 1 for the dial by name
directory.

15. WEBSITE CONTROLS
Identify content managers throughout the district
and provide training
Create template for all pages
Use controls for colors & fonts

16. OTHER STYLE GUIDE CONSIDERATIONS
Use of district/school’s name (no acronyms first)
Use of staff titles, school programs, etc.
Board Listing
Contact Information
Non-discrimination statement
Publication date

17. After Branding
www.middletowncityschools.com

18. STAFF TRAININGS
Identify the “communicators” in each of your
schools
Train these “key communicators” on the
branding standards, including a primer on how
to place the logo, use the templates, etc.

19. CREATE BRANDING FOLDER
Branding folder should house logos, mission
statement, administration listing, images,
templates, etc.
Give access to those in need

20. MONITOR
Whenever possible, review materials for
compliance. Ask communicators to send you
copies of publications. Review your website on
a regular basis.
Contact staff to fix compliance issues. Retrain if
necessary.

21. A VALUABLE BRAND
A Brand must be championed at the
highest level of an institution
before it’s introduced to external
audiences. Every member of an
organization plays an important
role in perpetuating an institution’s
Brand.