Building Your Marketing House (3 pgs)

Differentiation and vision (God's unique purpose of your school) is the DESIGN of the building. Branding is not just the facade in front (consistent looking literature/website/a pretty building) but more profound tasks like brand leadership (what kind of leaders and staff do we hire and how we train them to act?) and, crucially, brand activities (what we do programmatically to reinforce the brand idea) - God's unique purpose for your school.