As of December 11th, 2024, there are now 14 EdTech unicorns worldwide, collectively valued at $39.9 billion. The EdTech space is thriving, but it’s also overcrowded. To stand out, effective branding is essential. With extensive experience in crafting brand identities for EdTech companies, we’re sharing the key insights we’ve learned to help your product shine.
In an overcrowded EdTech market, branding isn't just about visibility—it's about creating a meaningful connection with your audience.
Branding always begins with understanding your audience. In EdTech, this can be complex, particularly for products designed for children. Preschoolers and middle schoolers have vastly different needs, whether they are learning a language, coding, or other skills. For high school students, the emphasis often shifts to exam preparation and career readiness.
However, the challenge doesn’t stop there. Branding must also appeal to parents, who are typically the decision-makers. It’s a delicate balance—similar to branding for a B2B solution, where the product benefits the end users, but the messaging needs to resonate with decision-makers.
You can broadly categorize B2C EdTechs by their approach to learning: platforms for those who wish to learn quickly and those who desire to learn immediately. Traditional colleges and universities often take years to impart skills, many of which become obsolete over time. EdTech, in contrast, emphasizes speed and excitement—transforming education into entertainment. This dynamic nature demands equally vibrant and engaging experiences branding.
Mascots are an underutilized but highly effective branding tool for digital products, particularly learning apps. They can tackle multiple challenges, appealing to both children and adults with their playful and friendly nature. Take the iconic Duolingo owl, for instance. This mascot connects fun and functionality, making the app’s brand both memorable and relatable. For EdTech companies aiming to make a lasting impression, a well-designed mascot can be a game-changer.
Online schools and courses need branding that balances excitement with credibility. A product that is too general—targeting everyone and teaching everything—requires universal appeal, but it must maintain its energy. MasterClass is a prime example. It’s a premium platform offering masterclasses taught by world-class experts. Its branding highlights exclusivity and quality, emphasizing its unique value proposition: access to renowned celebrities and industry leaders leaders.
EdTech companies differ by subject matter, and each specialization requires a unique branding strategy. A one-size-fits-all solution simply won’t succeed in this market, where standing out is essential.
For instance, online schools that teach English as a Second Language (ESL) often follow predictable patterns: stock photos of smiling students, generic text, and clichéd visuals like Big Ben. While the services provided may be similar, a fresh tone and vibrant visual identity can make a significant difference in helping an ESL platform distinguish itself.
EdTech branding involves more than just aesthetics. It’s about creating a narrative and identity that connect with both end users and decision-makers. Whether through mascots, striking visual identities, or focused messaging, your branding strategy must stand out in this competitive market to truly make an impact.
