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Turn these five to ten points into a single paragraph that expresses the best of who you are. Once you have the information in place, rewrite the paragraph to make it personal. It should sound as though you are talking to a potential student: friendly, personal, informative. This paragraph is your marketing identity.

What do you do with a marketing identity? You build your business communications on it. It is the basis for your brochure and all the rest of your advertising. It is a part of your business plan and loan applications. It helps you choose a location. It helps you sign up new students. It helps keep you focused when serving your current students. What do you do with a marketing identity? Let’s just say that marketing your school successfully without one would be tough. A marketing identity expresses who you are and why people should choose you and your school.

Choose a Name That Reflects Your Image

Large corporations spend big bucks choosing names that make people want to buy their products. You probably don’t have that kind of money to throw at a market research campaign. Nonetheless, you must choose your school name carefully. What you name your school does make a difference.