Just as human connections can’t be built on small talk, people can’t connect with schools based on positive descriptions alone. In fact, hearing the positives only can sound superficial.
Every week, we communicate with parents who want to hear the full story about the schools they’ve shortlisted. They want to hear the negatives, not so that they can dismiss the positives. Quite the opposite: They want to hear the negatives so they can trust the positives.
School branding involves more than listing your school’s strengths. Communicating your school’s multifaceted identity in a way that resonates with the right families requires discussing what your school is not or doesn’t do. Negative statements, in the right context, amplify and fine-tune the positive features of your school.
At OurKids.net we have developed a series of Brand Identity questions, coming from decades of working with parents and schools, to help communicate your culture and values in a way that informs and garners trust. One of these questions, which you might be hesitant to answer, is:
"Under what conditions would you advise a family against choosing your school?"
Some feel an immediate, visceral resistance to answering this question. Yet doing so can help build your school’s brand.
Let’s explore how some schools have used the question as an opportunity to strengthen their brand message by looking at some good answers to this question. We hope this will inspire you to answer the Brand Identity question in a way that’s edifying and educational.
Reinforcing Your Strengths and Core Mission
When you explain who your school isn’t a good fit for, you reinforce and clarify your educational vision. Here’s how Merrick Preparatory School accomplished this:
“We focus on the person, not the intellect .… Families looking for rigid structure for strong academic outcomes or firm discipline to promote responsibility would find the MPS approach frustrating … families looking for high-level sports or sports scholarships will find MPS is not the [right] fit for them.”
Havergal College similarly describes the type of student who thrives in their community. This helps draw families who share the school’s values.
“Families might be advised against choosing Havergal College if their child is not suited to a highly structured and academically rigorous environment. Additionally, if the family's values do not align with Havergal's strong emphasis on leadership, inclusivity, and community involvement, they might find the school less suitable.”
Demonstrating a Real Commitment to Your Values
Consider St. George’s School’s response to the question, which helps highlight the school’s diverse offerings:
“One of the many strengths of St. George’s School lies in our breadth of program and the vast array of opportunities that we offer our students. For this reason, a family who is considering our school for a singular or very specific reason may not find what they are looking for.”
Sunnybrook School likewise does this effectively, shaping families’ expectations, making sure they understand the school’s unique approach to learning:
“Sunnybrook would not be a good fit for families expecting a more rigid, traditional or very teacher-directed and repetitive type of instruction.”
By being upfront about their inquiry-based and active learning environment, Sunnybrook helps families self-select based on what’s best for their child, avoiding frustration later on.
Hillfield Strathallan College also uses this question to emphasize its balanced approach to discipline:
“Families seeking a highly competitive environment and/or strict discipline model may not find the learning environment at HSC to be the right fit.”
This establishes the right expectations from the outset for families who value a more supportive and collaborative environment, increasing the likelihood of a better match for both sides.
In a Nutshell: Embrace Tough Questions and Their Power
Answering the question, "Under what conditions would you advise a family against choosing your school?" isn’t about highlighting negatives. It’s about providing a fuller understanding of what makes your school special and making sure the right families find their way to your doors. You build trust by being transparent. You ensure that families who choose you are aligned with your mission, values, and approach to education.
Encourage your team to embrace this question and use it as an opportunity to strengthen your brand message. In doing so, you’ll find that families who connect with your school on a deeper level will be more satisfied, more engaged, and more likely to thrive in your community.
