Start-up or Upstart: The Rise of the British School Brand

Once the exclusive domain of a small and proud group of pioneers, British international education is now a highly competitive business, growth unabated by the many challenges associated with a global pandemic and the steady rise of political insularity.

Even among the earliest entrepreneurs, an association with British education was often explicit and of high value. The Federation of British International Schools in Asia (FOBISIA) was first established by a group of six – twenty years later 25 schools claimed membership, a total that now stands at 89. Among them, 32% hold a direct association with a successful British independent school brand.

The growth of this group can also be plotted on a global scale. ISC Research report that just 24 British branded schools were in operation at the start of 2012. This number now stands at over 137. The sector is growing fast - almost twice as quickly as the international school sector overall.

A new breed of British international school has emerged - and they are thriving.

Brand Benefits

While the nature of the relationship shared between host schools and their international offspring differs considerably, most often as a direct result of the size of the family concerned, all draw upon an extensive and much-envied support network. Myths surrounding an underlying insincerity to the relationships shared do disservice to the depth of due diligence undertaken at the point of foundation, underwritten by a nuanced understanding of reputational risk. The reality is that the brand brings real value to the lives of students, families and staff, as the choices made by many discerning individuals attest to.

Holding firm sway in regard to governance, policy development and, as has been my own experience, the appointment of senior school leaders, provides a sure footing and the firm establishment of meaningful and trusting relationships, while the involvement of local intelligence through partnership ensures regional agility and market nous. The heady combination of tradition and innovation has seen branded schools thrive in even the most heavily saturated environments.

Many of those more traditionally established were initially caught slumbering, dominance assumed, and can still be found flailing towards what they dearly hope must be a fundamental family disconnect.

So, what should we make of these wretched upstarts (or start-ups), heir apparent or pretender to the throne?

The Old Guard

Needless to say, the early pioneers will have their say. While perhaps unable to draw quite so broadly, the traditions of the British International School of Region or Country are deep rooted and the association they share with their place of origin longstanding. The arrival of unexpectedly informed and agile competition may have initially startled, but the response observed grows increasingly assured.

No longer able to guarantee the steady inward flow of old, the established rank has been forced to reflect and evaluate. In the face of stiff competition, now clearer on their points of distinction, standards, services and marketing budgets are on the rise.

New Learning

As students are able to attest to only too readily, the process of learning something anew can be both arduous and painful. And there have been no blushes spared in the battle for dominance played out on the ground. In this instance, the residual benefits are significant however: competition has certainly bred strength. Some might even dare to point to an unexpectedly emergent camaraderie among high performers.

Long standing reputations no longer sufficient, schools have had to sharpen up and extend their influence. As the adage goes, you’re only as good as your last game.

Strong School Sectors

Preeminent naturalist, geologist, biologist and Old Salopian, Charles Darwin described a process of natural selection. More evolutionary than revolutionary, change is afoot.

In meritocratic form, rationalised judgements lead the way. The choices made by parents will define the future, as they should. And on current form, the British brand is here to stay.?