-
The writer contends that school principals must think about the strength of their brands and image. For that is what will attract students or augment enrollment.
-
He adds that as a visionary Principal acutely aware of the economies of Scale connected to several students, know what I am trying to hint at.
As I was set to sit, ideate and pen this piece, I took a mental flight back to my recent village chronicles. At some point, I left the trendiest town, and made a beeline for Anyiko Village at Yala, in the Gem of Siaya County. For it is where I was born and brought up.
After meeting and interacting with my kinsmen, I decided to visit the hallowed ground of learning where it all started- Anyiko Primary School on Yala-Butere Road. Right at the gate, I took note of the change.
Being a man fondly fascinated by the written word, I took note of the nuance in school’s appellation. In the new education dispensation, in the Competency-Based Education (CBE), the moniker of my alma mater has evolved to Anyiko Comprehensive School.
Meaning, my old school has three wings within the same compound, namely: Pre-Primary 1 and 2 (PP1 and PP2), Primary (Grades 1 to 6) and Junior School (Grades 7 to 9). Likewise, my other dear Alma Mater- Nyamninia Secondary School – on Kisumu-Busia Road- is also Nyamninia Senior School.
More schools have done it. In subtle sense, the beautiful writings- at the elegant gate, comely compound – and state-of-the-art administration blocks- feature as part and parcel of building brands of schools with brilliance.
Actually, branding is a common phenomenon in the corporate sector. Therefore, blue-chip companies with big brands such as Safaricom are keen on branding and re-branding. For the best brand entices copious clients: to purchase products and savour services.
Big brands make more moolah. As they make more money, they accrue plenty of profits. Therefore, schools may not be companies per se, but Principals must think about the strength of their brands and image. For that is what will attract students or augment enrollment. A visionary Principal acutely aware of the economies of Scale connected to several students, know what I am trying to hint at.
ALSO READ:
Kaimosi National Poly hosts training for Vihiga VTCs officers
So, what is branding? Branding is the art of re-invention. Branding revolves around marketing products, services and organisations. Or companies and institutions. Branding is what makes something unique. Branding is how people package products and themselves.
Branding is the sure mark of identity. In a heroic book titled The Midas Touch, the co-authors – President Donald Trump and Robert Kiyosaki write about how the five human fingers are symbolic in the corporate world. For instance, the thumb stands for strength of character and emotional maturity in business.
The index finger is FOCUS — Following One Course Until Successful. The middle finger is the brand: the things you stand for. The ring finger stands for relationships. Then, the small finger stands for little things that count.
Actually, a strong brand has several properties worth writing about. Foremost, there is the brand promise, which are tangible benefits making products and services desirable. Secondly, there is the brand identity, which is the authenticity of products and services.
Thirdly, there is the brand value, which is the worth attached to products and services. In the process of building brands with brilliance, there are four quality questions that must stick out like a big ripen boil: Why do we do what we do? Which problems do we want to solve in this wide old world? Who are our potential clients? Who are our possible competitors in the great agora of business?
Withal, there is the brand credibility, which is the trust people attach to products and services. Consequently, there is the brand proposition, which is the statement that summarises “the what” and “the why” people do it.
Furthermore, we have brand packaging, which entails what people see on face value. We also have the brand features, which include: Focus, character and consistency. Penultimately, there is the brand price, which is the cost of the product or service.
ALSO READ:
Why school leadership holds the key to ending student unrest
Then, in the great debate about brand properties, we have brand legacy, somewhat, aspects that remain immortal. Making an institution become iconic in nature. For instance, companies such as Johnson and Johnson that Jim Collins decided to allude to in his heroic book titled Built to Last.
Therefore, schools conscious of the power of the brand focus on guarding their good name and fame built over time. For in Proverbs 22:1, the wise man says that a good name is better than riches.
No wonder, every school must strive to maintain a good name by rising to the acme of their game, and working well with the community, involvement in community service, knowing how to handle meddlesome stakeholders, knowing how to handle detractors and containing students without bad history of spate of strikes.
As well as being able to arrest unrests. As part of re-branding schools, there is the essence of focusing on nonpareil performance in KCSE for the remaining years (2026 and 2027). Peerless performance focuses on academic discipline among students, academic culture, practices and programmes, positive deviations in KCSE, number of quality grades in KCSE, meeting recognition targets and upholding exam integrity.
Moreover, every school should have an attractive physical image, which may include elegant gate, ultra-modern administration block, standard buildings, well-maintained playfields, proper landscaping, clean, kempt and salubrious compound, proper labeling of places, and a creative speaking compound.
In this technological age, there is the exigent need for strong online presence updating the school website, You Tube channel, TikTok account, Facebook page and sensitivity in WhatsApp groups. While building brands with brilliance, schools can have branded items such as stationary (books and pens), furniture, buildings, uniforms, means of transport, utensils, et cetera. Excellent customer service by security guards at the gate, school receptionists and secretaries; also say a lot about the brand and image of a school.
ALSO READ:
Kisii: Preparations in gear for Nyabisase school principal retirement ceremony
More importantly, the re-branding in the administration should be well-thought-out. At the front-door office, every administration block should have a display of the school banner with the school motto, 6 core values or culture-principles, mission and vision statement.
There should be the two banners school banner and candidates’ banner. The following boards should be displayed school charter (both in English and Kiswahili), KCSE performance for the last 10 years (2015-2025), board of Principals’ of the school since provenance hitherto.
There should be the board of BoM and PA Chairpersons since school’s inception. There should be the board of KCSE valedictorians: Grades they scored and universities they matriculated into. Then, it is important to have a board of the school’s overall captains.
Finally, just to conclude where I started it. As schools evolve to Senior Schools (C1, C2, C3 and C4), Principals should ensure that they re-brand the schools right from the gate. In lieu of Nyamninia Secondary School, we now have Nyamninia Senior School (C4 Senior School).
Schools with Career Wheels in the compound, should upgrade. Haply, they can set up a CBE-compliant Career Wheel: Guiding learners on how they can land in their dream careers based on the 3 Career Pathways offered in Senior Schools, which include Science, Technology, Engineering and Mathematics (STEM), Social Sciences and Arts and Sports Science.
By Victor Ochieng’
Victor Ochieng’ assists schools to brand and re-brand with brilliance. He assists schools to write and review 5-year Strategic Plans. vochieng.90@gmail.com. 0704420232
You can also follow our social media pages on Twitter: Education News KE and Facebook: Education News Newspaper for timely updates.
>>> Click here to stay up-to-date with trending regional stories
>>> Click here to read more informed opinions on the country’s education landscape
