Your school's logo and all of the colors, fonts, and icons your school uses—all of the elements in your style guide (you have a style guide, right?)—make up the visual part of your school's brand: its graphic identity. And we all know how important it is for your graphic identity to be applied consistently to your marketing efforts. But what so many schools are only now learning is that without compelling messages that differentiate your school from its competition and are used consistently, you’re only halfway towards creating a brand.
The primary purpose of these brand messages is to describe what makes your school unique. These messages should capture what the internal community knows and feels about your school, even if they can't describe it. When your brand messages are combined with your graphic identity in a way that allows them to truly work together, you will have created a brand that can only be your school's.