Branding & Design
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Good Branding is Good Brand Storytelling

Engaging in a highly interactive branding process means uncovering what your stakeholders want from your schools. What are people most proud of? What are your brand promises? What stories do you want to share? Branding is really about brand storytelling at its heart.

A brand is more than a logo.

The first step in our branding process is all about discovery. We are going to dig into data to find the strengths of your organization. We hold listening and engagement sessions to discover opportunities and momentum for the future. 

We love engaging your leaders, your staff, your families and your students in storytelling about your district. When we uncover the heart, the personality, and the hopes and dreams your stakeholders have for your community, it really becomes a change management process. It might even lay the foundation for a future strategic plan. 

For schools, branding is a community engagement and change management process.

Let’s think about positioning. Positioning is the intersection of what you want people to say about you and the stories your stakeholders will actually share.  What is distinctive about your organization? How does that come forward in your brand assets? 

Brand assets go beyond your logo. Brand assets include your brand voice, tone and messaging. Assets include graphics and images that support the values and personality of your community. We identify your key message pillars that will shape your editorial calendar. 

A brand provides a consistent look, feel and voice that supports the goals of the organization. For many districts, each school has a different mascot and colors. Our branding process brings existing mascots under the umbrella of a district brand. 

If you want to be an innovative, welcoming and inclusive school district, does your brand advance your goals? 


AT CEL Marketing | PR | Design, we use a process called MissionIgnition™ to engage your stakeholders in brand storytelling to update your brand. We think about a brand beyond the logo. We will help you uncover your brand promises, and create a consistent voice that transcends the stories you tell. 

Download our Brand Checklist. We will help you develop a roll-out plan to ensure your new brand is embraced over time.


“As a school board, for the last three years, we had communications as a priority for the district and the superintendent. It was probably language we didn’t have at the time, but what we really needed was a cohesive brand and brand messaging. Now when communication comes from the district, it’s clear who we are and what we want to achieve.”  — Crystal, School Board Chair

Published on: July 13, 2020