BEING A BRAND IN EDUCATION
The common point of all definitions of education is the aim of reaching new and beautiful; progress, development, creating more qualified generations… Institutions define themselves for this purpose and shape their plans in line with this purpose. Although the economic, political and social expectations and values of societies change from time to time, education should always produce new ideas that will respond to this change and this is based on a solid branding basis.
Brand; It is a mark that serves to distinguish a product from others of the same sex; it is difference, it indicates belonging and is a kind of identity. Brand represents quality and “to be a brand” means to be good, to stand out from others and to be visible, to be ahead. As products die, brands live for generations. For this reason, companies invest in their brands in long-term processes in order to exist and try to “become a brand”.
When we look at the education sector; The student bears the name of a life school not only during his education period, but makes it his identity. In this sense, the student should identify with the educational institution, associate with the lifestyle and be proud of being a part of the institution so that you can take it further and strengthen it. The school, which can make the student proud of the brand it carries, will eventually win again and will have created a student profile that will promote and carry this brand forward throughout its business life.
The most important item underlying this branding will be that educational institutions determine their main goals. Because, first of all, the brand should be understood and adopted within the institution, it is not possible to open up to the outside and become an external brand without internal branding. When setting goals, I am not talking about simply writing down their vision and mission. I’m talking about setting realistic goals and objectives and creating road maps, syllabi, student profiles and teacher profiles based on them. These goals and objectives should be based on the common values and beliefs of yesterday and tomorrow, have learned from yesterday and can meet the needs of the future.
As the second item, to create a solid and successful brand; education should stop being thought of as a production line. Instead of attracting more students and graduating more students; It should be essential to raise individuals who are qualified, self-developed and who can contribute to the sector and society in general. The love of learning and learning to learn should be instilled, and the knowledge that learning is a lifelong process should be given to all students. In addition, it should be possible to stay in contact with these students and support should continue after graduation. Only in this way is it possible for students to continue to represent the name of the institution and make a positive contribution to its name.
Thirdly, all of these, goals, definitions of goals, student-based visions should be shared with corporate visuals suitable for identities, and announced to more people so that the brand can be born and progress. For this, especially in the new media, which is the most important and effective tool of our day, institutions should be consciously active and in communication, and determine their motto and discourse in a catchy manner and in accordance with the main purpose and objectives. It should manage all its sharing and awareness along with a good expansion-expansion plan. Brands that spread and heard before their time, those who cannot determine their target audience correctly, are short-lived and may lose their power before they can achieve sufficient effect and quality.
Another stage of creating a brand is through inter-institutional cooperation. Educational institutions need to cooperate with the industry, industry and NGOs in order to increase their recognition in their education processes and to train qualified students. By calling on other brands and working with them, a brand makes it possible to develop through both validating quality and mutual consultation. In addition, taking part in events, conferences, meetings in the sector and even creating and managing these events is a must for branding. Moreover, it should encourage and support students to participate in activities individually, not just as an institution.
Unfortunately, the importance of branding in education today is still not understood by many institution administrators because the benefits of branding towards the university are not fully understood. Apart from this, patience, lack of sufficient budget and marketing awareness also prevent corporate identity formation and branding. However, if an educational institution only knows who it is and can put this identity in a correct way and show this with the actions it takes; It can raise individuals who know who they are and are proud of the person they are a part of and the institution they are a part of, and they can move forward with the success of these individuals and continue their existence. No institution, including the education sector, could not define its brand correctly; It cannot become rooted, respond to changes and expectations in society, nor follow, let alone direct the future.
An educational institution that wants to be different, stand out, be selected and remembered should raise individuals who can be different, stand out, be selected and remembered.