During the research phase of any branding project, stakeholder interviews should be done with people across the entire community. In schools this typically includes staff, pupils, parents, governors and alumni. They can be held individually or in small groups.
Why stakeholder interviews are important
For three key reasons:
they get under the skin of the school by asking probing questions to the people who know it best
they reveal common threads that could be key to the branding process
they get buy-in to the new brand as people feel engaged and involved in the process
What you can uncover in stakeholder interviews
what people value most about the school
the essence of the school and its ethos
how the school is perceived and whether this matches reality
how the school is different to competitors
what people think about the current brand
In branding, good research results in better outcomes, and stakeholder interviews produce some of the most insightful research possible.
