A Brand is essentially a name that can hit a chord with the right audience in a relevant way. A successful school brand does not happen like lightning. Years of trust, reliability, and legitimacy are what build a brand organically.
The school's brand is the calling card to the outside world. It’s how they are identified and remembered. When somebody sees the logo or school colors of your school, it right away evokes an emotion in them, whether that is admiration, indifference or something else depending on the institution’s reputation and how they have marketed themselves.
When parents select a school for their child, they are choosing with their heart, not their mind. This is how we make most of our purchases as well. Branding is all about winning the hearts of customers. It is an insubstantial feeling, an emotion.