Many schools use taglines, but developing a tagline rarely provides the powerful branding solution schools need — particularly if the tagline is neither singular nor comprehensible.
The primary purpose of a brand is to have a way to consistently and compellingly describe what makes a school unique. (And yes, after visiting more than 200 schools over 20 years, I truly believe that every school is unique.) A brand should capture what the internal community knows and feels about a school, even if they can't describe it, and it should differentiate schools from their competition, whether that competition is other independent or private schools, public schools, or charter schools.
Taglines are can be beneficial if they are truly distinctive and immediately understood, but that’s the catch. So few of them are. Consider these real school taglines I have gathered from the web. (For some examples of taglines used by colleges and universities check out this cool Tagline Repository created by Stamats.)
Growing Bright Futures
We Inspire the Future
Inspiring Young Women
Inspiring Boys, Building Men
Excellence for Boys
The Best Place for Girls
Home Away from Home
Being Smart Is Only the Beginning
Find Your Own Voice
The Power of Potential
Small School. Big World.
Small School. Big Experience.
The Global School
Excellence in Intellectual, Spiritual, Social and Spiritual Growth for Girls
Do Well. Do Good.
Open the Door
Preparing Students for a Changing World
Pioneering Teaching and Learning Since xxxx
What do you think of these taglines? Could many of them be used for your school, or another school you know?
If you can develop a tagline that positions you distinctively and clearly, perfect! Use it. But don’t be fooled into believing that that handful of words is a substitute for a well-researched and well-written brand. If your brand is strong, you won’t need a tagline.