GOAL FOUR: BRAND INTEGRITY
OUTCOME: ESD is known as a leading independent school at the national level, by stakeholders and the community at large.
Ensuring we communicate with all of our constituents in a timely and meaningful manner is the backbone of this goal. From daily interactions with students and parents to crisis communications with the entire community, the plan for the School is comprehensive, proactive, and constantly evolving. We believe brand integrity radiates from within.
Most importantly, we must effectively communicate who we are and what we stand for as a School. The intent is not to change or forget who we are, but to move forward in an affirming and cohesive way. Through the generosity and support of a board member and long-time friend of ESD, Stan Richards, we took a comprehensive look at ESD’s essence and how we deliver our “brand promise.” Through the six-month process in 2013-14, which included significant input from every constituency, it became remarkably evident that we all shared the School’s values of rigorous academics, strong community, whole child philosophy, and faithbased foundation. What we were missing, we discovered, was a succinct way to express who we are and what we do.
ESD exists, and has always existed, to perform one profound goal. It is a goal that extends far beyond the traditional definition of an education. We are not content with simply shaping minds: we hope to ignite lives.
Our brand promise is specific enough to define the role we now play in our constituents’ lives and broad enough to allow us to grow and expand in the future. This vision empowers us to play an active role in the lives of our community members – our students, our parents, our faculty members, our staff and administration – such that we will be faithful stewards of the responsibility that has been bestowed on The Episcopal School of Dallas: to ignite lives of purpose.