How to rebrand your MAT: A step-by-step guide | Juniper Education

Introduction

As Multi-Academy Trusts (MATs) evolve and grow, establishing a strong and cohesive identity through effective branding becomes increasingly important. This not only helps MATs stand out from the crowd but also supports recruitment efforts for teachers, schools, and students alike.  

Perfecting your branding is one of the most important things you can do as a MAT, and it’s not just Juniper who thinks so.  

Marcus Shepherd, Education Director from E-ACT, one of the country’s largest MATs, suggested during a recent panel discussion hosted by Juniper that marketing and branding services for MATs could be the most important investment a MAT can make. 

Ryan Pummell, Head of Websites and Engagement at Juniper, agrees and, in this blog, will guide you through the process of rebranding your MAT. Ryan explains what branding involves and why it matters for MATs and offers practical steps to successfully navigate the rebranding road to success. 

What is branding?   

Branding goes beyond just a logo or a name; it’s about the overall perception and reputation of your organisation. It includes visual elements like logos, colours and fonts, plus intangible aspects like values, mission, communication style and tone of voice. 

For you and your trust, branding means clearly communicating your vision and values to your school communities. Your brand helps your trust and schools stand out, showcases what you stand for, and attracts parents, pupils, and staff to your schools. 

Why is branding important for a MAT? 

Getting the branding right for a Multi-Academy Trust is more than important, it’s imperative, and here’s why:  

Differentiation: In a competitive education market, a strong brand showcases your core values and mission, making it easier to demonstrate why your MAT is different. This will help in attracting and retaining students, staff, and partner schools. 

Unified identity: A strong brand connects all the schools within your MAT, creating a sense of belonging and shared purpose.  

Trust and reputation: A well-defined brand builds trust and credibility, reassuring parents and the community about your MAT's quality.  

Communication: Clear branding makes it easy to communicate your MAT's mission, values, and achievements both inside and outside the organisation. 

Smart investment: Investing in getting your branding right from the start is cost-effective in the long run and essential for making a lasting positive impact not just in your community but in the education sector.  

How to rebrand a MAT? 

So now that you understand what branding is and why it is important for MATs, here is our expert advice from Ryan on how to rebrand successfully:

1. Assess current brand perception

• Conduct surveys or focus groups to gather feedback from stakeholders about their current perceptions of your MAT's brand. 

• Evaluate existing branding elements (logo, colours, website, marketing materials) for consistency and relevance.

2. Define your brand strategy

• Establish or revisit the MAT's mission, vision, and core values. These should guide your rebranding efforts. 

• Identify your target audience(s) and understand their needs and expectations. 

• Develop a brand positioning statement that succinctly communicates what sets your MAT apart.

3. Create visual identity

• Design or refresh your logo to reflect the values and personality of the MAT. Ensure it is scalable and works across various mediums. 

• Choose a colour palette and typography that aligns with your brand's personality and is accessible to all users. 

• Update marketing materials, website, and signage to reflect the new visual identity consistently.

4. Develop brand guidelines

• Document brand guidelines that outline how MAT's brand should be portrayed across different platforms. 

• Include rules for logo usage, colour schemes, typography, and tone of voice in communications.

5. Communicate internally and externally

• First, launch the rebrand internally, ensuring all staff understand its reasons and how it impacts their roles. 

• Plan an external launch campaign to introduce the new brand to parents, students, and the wider community. 

• Use various channels, such as social media, press releases, and open events, to generate excitement and awareness.

6. Monitor and adapt

• Monitor feedback and reactions to the rebranding efforts, making adjustments as necessary. 

• Continuously reinforce the brand through consistent messaging and engagement with stakeholders. 

• Evaluate the impact of the rebrand on enrollment numbers, staff retention, and community perception over time. 

Ryan’s top tip

Many MATs want to maintain brand consistency while preserving each school's unique identity. You can do this by using common elements like the MAT’s logo, colour palette, and core values while still allowing each school to have its own logo and visual touches. Create a clear brand guidelines document to ensure all schools stick to the overall MAT branding yet showcase their individual traits. Regular training and open communication will help maintain this balance, ensuring every school feels part of the larger identity while keeping its distinct personality. 

Conclusion

Rebranding your MAT is a strategic journey that involves careful planning, clear communication, and getting everyone involved. Define your brand strategy, create a compelling visual identity, and keep reinforcing your brand message to boost your MAT's reputation in the education community. 

Make your MAT stand out for all the right reasons  

Let Juniper lead you through a rebranding journey that will set your MAT apart from the rest. 

Our experts will help you create a professional and contemporary brand that reflects your MAT's vision, values, and ethos. 

Contact our team today to kickstart your image overhaul and rebranding project. It's just one click away!