The contemporary education marketplace is highly competitive.  In this context, institutions and schools need to build a strong and distinguished institutional identity to engage in  robust community building efforts and develop stakeholder commitment.  Schools need to brand themselves creatively and develop marketing strategies to manage organizational reputation and ensure sustained growth. 

Institutional identity work includes creating a common narrative about the school that captures the past, recognizes the present and helps to shape the future.  Identity work serves to align institutional purpose, future direction, strategic objectives and school improvement initiatives to build synergy towards achieving organizational goals. Communication strategies should reflect this alignment and support enrollment retention and matriculation growth campaigns. Building a cohesive and coherent institutional identity allows for  schools to differentiate the unique aspects contributing to competitiveness in the education market.