Teachers as the school’s brand – why parents trust teachers more than brochures

Schools spend heavily on marketing campaigns—slick brochures, polished websites, and glossy videos. Yet, when it comes to what truly shapes a school’s reputation, parents are clear: teachers are the brand.

Parents Trust Teachers First

According to SchoolCEO’s 2025 survey, 58% of parents said they trust their child’s teacher the most when it comes to receiving important school information. By comparison, only 24% trusted principals most, and just 13% trusted district communications staff.

This finding underscores a powerful truth: while facilities, test scores, and branding campaigns matter, parents’ day-to-day trust is built through the teachers who engage their children.

Teachers as Authentic Influencers

The MarketResearch Blog calls teachers “a force with the reach, authority, and trust to engage youth, champion causes, and build brand awareness.” Unlike brochures or PR campaigns, teachers bring credibility because their influence is personal, consistent, and rooted in direct relationships with students and families.

In the world of consumer brands, influencer marketing thrives on authenticity. For schools, teachers are the ultimate influencers—sharing the school’s values, culture, and success stories in ways that marketing collateral can never replicate.

Why Teachers Make Powerful Brand Ambassadors

A study published in the Education Policy Analysis Archives (EPAA, 2021) highlights that teachers function as “micro-influencers.” They combine two key elements essential to branding success: trust and access to audiences. Teachers interact daily with families and students, shaping not just perceptions of the school but lived experiences of what the school stands for.

In this sense, every conversation at pick-up, every parent email, and every classroom experience is a moment of branding—authentic, human, and powerful.

What This Means for Schools

Shift focus from brochures to people. Instead of relying solely on polished marketing materials, schools should elevate teacher voices in communications.

Celebrate teacher stories. Share authentic narratives from classrooms—projects, achievements, and relationships—that showcase what parents value most.

Support teachers as communicators. Teachers should not be given “dual roles” as marketers, but they can be supported to share stories naturally, with marketing staff amplifying those voices.

Conclusion

Parents don’t build trust with brochures. They build trust with people. Teachers are the daily embodiment of a school’s culture, values, and mission.

When schools recognize teachers as the brand—and authentically amplify their voices—they tap into the most credible and powerful form of marketing available.

Because in the eyes of parents, a teacher’s word will always matter more than a brochure.

To fully capitalize on your school's resources in marketing and resources, get in contact with AG Nova today.