Why branding matters more than ever for multi-academy trusts

Now, the Government in its recent white paper, Every child achieving and thriving, has said all schools will have to join a school trust, which councils will be given the power to create.

It brings to the forefront a question that trust communication and marketing teams have long wrestled with: how to build a strong, coherent Multi‑Academy Trust (MAT) brand.

With competition to recruit new schools set to become fiercer than ever, the need for clear, consistent branding has never been greater. In fact, it promises to be one of the smartest investments a trust can make to drive recognition and support recruitment, both of students and staff.

What multi-academy trust branding really means in 2026

Branding is no longer just visual polish, it’s a strategic tool that defines identity, unifies communities and strengthens credibility, both for existing schools with your trust and potential new additions.

A successful brand extends across digital, signage, stationery, uniforms, presentations, prospectuses, school websites, social media and internal culture. It shapes how staff communicate, how schools live their values and how parents and pupils perceive the trust at first glance. And first impressions really do count.

This identity must be cohesive across all schools in the trust, while allowing individual academies enough flexibility to maintain their own history and community connections.

Why multi-academy trust branding matters more now than ever

Competition for pupils and staff has intensified

As trusts expand, they increasingly compete to attract students, families, teachers and school leaders. Clear branding helps MATs differentiate themselves in a crowded marketplace and is a reliable way of communicating ethos, strategic governance and educational philosophy.

A unified brand drives cohesion across schools

Trusts often juggle the challenge of preserving individual school identity alongside building a collective culture. Branding provides the glue that binds schools together through common values, providing consistency and an offering overarching identity that every school can align with.

It’s a reliable way to build reputation and trust

Parents, governing bodies and staff need confidence in the trust's leadership and direction. A polished brand signals professionalism and strong, well-managed brands appear more credible, organised and values‑driven.

Branding supports long‑term growth

For MATs planning to expand, branding is not just cosmetic – it’s strategic future-proofing. Investing in a well‑defined brand now simplifies onboarding of new schools in the future, as well as supporting your efforts to successfully target new schools along the way.

How multi-academy trusts can approach branding the right way

1. Begin with discovery, not design
Effective branding starts with listening – understanding the trust’s values, leadership ambitions, community expectations and unique strengths. Workshops, surveys and interviews help inform a brand that feels authentic rather than imposed.

2. Create a meaningful brand narrative
Before visuals are developed, a MAT must articulate its mission, values and educational philosophy in plain language. This narrative becomes the backbone of the entire brand and should inform every decision that follows.

3. Build visual identity that reflects values, not trends
Logos, colours, typography and imagery should feel purposeful. And timeless. They must be suitable for everything – from signage to social media – and be instantly recognisable.

4. Develop clear brand guidelines for consistency
Guidelines should define how to use your logo, colour palettes, typography, photography, tone of voice, accessibility standards and more. Providing templates and making sure the guidelines are easy to apply will help individual schools stay on track.

5. Support schools through change
Transition takes time. As well as the templates we’ve mentioned, MAT central teams should provide onboarding sessions for schools, training, communication packs and other support to help schools feel part of the process.

Branding as a trust-wide culture builder

Remember, branding is not just outward‑facing. It shapes internal culture too. A strong MAT brand:

• Reinforces shared values across staff teams

• Helps new staff quickly understand the trust ethos

• Empowers leaders with consistent messaging

• Builds pride and belonging among pupils and employees

• Sets behavioural expectations and leadership tone

When done well, branding becomes a cultural anchor that strengthens the trust from the inside out.

Summary: Branding is today's priority, for tomorrow

The only constant in education is that things are always changing.

This week’s Government white paper has added to the sense of this being a particularly important period of change in our schools – and acting now will position your MAT to succeed in the future once the detail of these changes becomes clear.

Key to this will be getting your brand right. Does it truly represent who you are today? Does it provide the clarity internal teams crave and potential new schools desire? Does it inspire pupils and parents?

As a specialist school marketing agency, Bluestorm is ideally placed to help you answer these questions and more. Take a look at our Schools & Academies page for more details or get in touch for a conversation about how we can support your marketing efforts.