The Power of a Strapline

At first glance, a school strapline may seem like a simple string of words, a punchy phrase added to a logo or website header. But in truth, a well-crafted strapline is a powerful brand asset. It holds weight. It tells a story. And, done well, it can bridge the gap between your school’s heritage and its future aspirations. Take a look when you next flick through a school guide or magazine for some good and some not-so-powerful school straplines.

I recently had the privilege of working with a school that was entering a significant new chapter: transitioning to full co-education. It was a strategic shift that deserved, and demanded, a refreshed brand narrative. At the heart of this rebrand sat a crucial element: the strapline.

Why Is a Strapline So Important?

In an increasingly competitive and saturated marketplace, your strapline plays a key role in positioning your school with clarity, personality and purpose. It distils your identity into a single, memorable message that:

• Captures your core values
• Signals your ambition
• Connects emotionally with prospective families
• Differentiates you from other schools

In the case of the co-ed transition, the new strapline had to work hard, both reflecting the school’s inclusive future and reassuring loyal stakeholders that its ethos remained intact. That’s the magic of a strong strapline: it speaks to today while opening the door to tomorrow.

Engaging Stakeholders for Lasting Impact

A strapline should never be imposed from the top down. That’s why, as part of this process, we engaged key internal stakeholders, including staff and governors, through a series of consultations and feedback sessions. Their input was instrumental in shaping the language and ensuring the final wording resonated with the community it represents.

This inclusive approach built both trust and buy-in. By listening first, we were able to develop a strapline that felt authentic, distinctive, and future-facing - a message that the whole school could stand behind.

One School, Many Audiences

Of course, schools don’t speak with one voice to one audience. That’s why, alongside the master strapline, we developed audience-specific supporting straplines tailored to the Prep, Senior and Sixth Form markets.

These micro-messages enabled the school to tailor its positioning by age and stage while maintaining brand alignment. For instance:

• Prep: A focus on curiosity, joy and belonging
• Senior: Themes of confidence, opportunity and growth
• Sixth Form: Language around leadership, independence and futures

This segmented approach empowers schools to target communications with nuance, without diluting the brand.

Final Thoughts

A strapline is never just a strapline. It’s a strategic shorthand for who you are, what you believe in, and where you’re going. Whether you’re responding to change, like co-education or simply refining your brand for clarity, investing in the right words can help unite your community and elevate your market position.

And when you bring your staff, governors, and wider community into that journey, the result is not only a stronger message, but a stronger school.

If your school is rethinking its message or evolving its identity, I’d love to help. A fresh pair of eyes and ears can make all the difference.