Why The Way You Describe Your Private School Immediately Kills Its Uniqueness

When we ask private schools to describe themselves, this is the usual response.

We have small classes, dedicated faculty, educate the whole child, create a lifelong love of learning, and have a community that’s like family.

While this statement is true for most private schools, it’s what distinguishes them from (some) public schools, not from other private schools.


A private school’s distinguishing characteristics lie much deeper. They reflect the school’s strongly held beliefs and hopes, ideology and personality, traditions and hallmarks. They are what you see and feel when you visit the campus and talk to members of the community. They are what prospective students and families experience when they say, “This feels right to us. We belong here.”

When you can capture what that is, put it into compelling words, make it memorable and sustain it over time, you have a strong brand. And a strong brand will boost enrollment, fundraising, new hires, alumni/ae loyalty, community relations, and so much more. That’s why you’re marketing the school, right?

Then start with the words.

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