Ali White, Associate Director & Head of Business Development:

• Politicians use education to make a stand, but rarely stand still 
• International education brands are competing in an increasingly crowded landscape 
• Innovation and investment are the only way to stand out 

The education sector rarely stands still. 

Experimental changes, developments, and new strategies are often picked up with a rallying cry by politicians, only to be dropped rapidly from public consciousness later on. Meanwhile the reliable and trustworthy operators (i.e. the educators) behind education systems ‘keep calm and carry on’ trying to make a valuable and meaningful difference in the lives of young people. 

In such a highly regulated and constantly evolving sector, which also happens to be an outrage lightning rod, achieving differentiation and cut through from a communications and marketing perspective can be a significant challenge. Education brands – be they state schools, independent schools, curriculum providers or service providers to the sector – that offer something unique risk an uphill battle against limited understanding and recognition. But, by only offering something common, simple, and recognisable you risk being overlooked and undervalued for a lack of innovation, agility and responsiveness in the face of an ever-changing landscape.   

Competing for cut-through on a global stage, which is more crowded and saturated than ever before, has intensified competition, making the need for effective marketing strategies greater than ever before. Marketing in the education sector is no longer confined to simply showcasing academic programmes, campus facilities, notable alumni achievements and research outcomes. It has evolved into a multifaceted endeavour that demands adaptability, originality, and a keen understanding of the evolving international landscape. 

But no matter how volatile the landscape can become, investment in specific and deliberate areas of a brand’s positioning will always help it operate from a position of strength. 

Cultivate a strong brand identity: In a crowded marketplace, a strong identity is a brand’s greatest asset. It encompasses not only your logo and colours but also your values, mission, and unique selling points. It’s crucial to convey what sets it apart from the competition and to bring these distinctive elements to the forefront in your marketing. 

Content is (still) king: Education brands possess a wealth of knowledge and expertise. In the post open-source AI world, verified, trustworthy expert perspectives and analysis shared through high-quality content establishes credibility, while providing a microphone and share of voice to often what is a brand’s most valuable comms asset; its existing advocates.  

Value strategic partnerships: Collaboration is key in the evolving international education landscape. Partnering with other institutions or businesses can open up new avenues for growth and retention, and by strategically aligning with like-minded organisations you can expand your reach and offerings, creating mutually beneficial relationships that resonate, while simultaneously making an immediately recognisable statement as to your brand’s values and priorities.  

As change is the only reliable constant, education brands must embrace innovation, adaptability, and strategic thinking in their marketing efforts. They are responsible for the core architecture of the future, they shouldn’t be afraid to say so in their marketing.