Your company is more than just a logo or a product/service —it’s the emotional connection people have with your company. In the EdTech space, where startups are competing for attention, building a strong and consistent brand is key to standing out. From your branding, colors, and website design to your messaging, pricing, and user experience, everything must work together. But to truly create a company that resonates with both educators and learners, you need to define your edtech brand values clearly.
Your company values are the foundation of your brand’s identity. These principles not only help you connect with your target audience but also establish trust and loyalty, which is critical in the competitive world of educational technology. Crafting your edtech brand values with intention will set you apart and help build a long-term, sustainable relationship with your customers.
At Valdoraer, we build memorable brand identities and marketing strategies to help your tech company stand out and grow your revenue. Learn more about our marketing, branding, & web design services here. In this post, we’ll walk through how to define and create your EdTech brand values that resonate with both educators and students.
What Are Brand Values and Why Are They Important?
Brand values are the core beliefs that guide your company’s decisions and the promises you make to your customers/users. For EdTech companies, these values are not just a nice-to-have—they’re essential for building trust with your audience.
According to a study by Edelman, 81% of consumers say they need to trust a company to buy from them. In EdTech, where you may be providing tools for education, trust is everything. Your customers—students, teachers, and institutions—want to know that your company will deliver real, valuable results.
In an industry that’s rapidly evolving, your company values help provide consistency and clarity. They create a sense of security for users who may be overwhelmed with the endless choices of platforms, apps, and services available. A clearly articulated edtech brand value system will guide their decision to choose your product over a competitor’s, based on what your brand stands for.
If your edtech company is ready to stand out, scale, and generate more revenue, contact Valdoraer here. We can help you identify your company and brand values, and create an unforgettable brand identity to achieve your goals.
Your Values Will Impact:
1. Your Product Development
Your EdTech product/service is your primary connection with users. Defining your edtech brand values such as “innovation” or “accessibility” will impact everything from your product features to its user experience.
For instance, if you value inclusivity, this should show up in your platform’s design with features like multilingual support, screen readers, and easy-to-use interfaces. According to a report by the Learning Technology Institute, 71% of students felt that inclusive tech made their learning experience significantly better.
2. Your Company Culture
Your edtech brand values also play a crucial role internally. They help shape the culture of your organization. If you define values like “collaboration” or “lifelong learning,” these should influence how your team works together and the type of employees you hire.
A healthy internal culture leads to better products, which leads to happier customers. Research from Glassdoor found that companies with strong cultures see up to 4x better performance than those without.
3. Your Users
Your customers are the heartbeat of your brand. Educators, parents, and students need to feel aligned with your values. If your brand values include “empowering learners” or “democratizing education,” make sure these resonate through every aspect of your marketing, sales, and customer support efforts. Consider how your values will help users feel more confident and successful in using your product.
4. Your Stakeholders
Investors, partners, and institutions need to believe in your brand’s vision and values to support your EdTech company financially and strategically. Brand values like “data privacy” or “ethical use of AI” can signal to stakeholders that you are committed to long-term growth and ethical business practices.
5. Your Competitors
In a competitive space like EdTech, brand values can help differentiate your business. Competitors may offer similar products, but your brand values can set you apart by appealing to the specific needs and desires of your audience.
For instance, some companies focus heavily on affordability, while others may stress their premium, innovative features. This differentiation is key when competing in mature markets where saturation is high.
How to Develop Your EdTech Brand Values
1. Start with Your Purpose
Why did you start your EdTech company in the first place? What problem are you trying to solve? These questions are key to uncovering your core values.
For example, Coursera’s brand values center around making quality education accessible to everyone, everywhere. This aligns with their mission and allows them to compete with other platforms by focusing on democratizing education.
2. Define What You Stand For
Think about what you want your company to be known for. Are you focused on innovation in digital learning? Do you prioritize equity and access to education? Your values should reflect what is most important to your company and how you want to be perceived.
3. Focus on Your Users
Understand what your target audience values. If you are building an EdTech platform for K-12 students, your values might prioritize simplicity, safety, and engagement. For higher education, you may want to focus on providing in-depth learning tools or seamless integration with other systems. Conduct surveys or user interviews to get clear on what your users care about.
4. Be Consistent Across Channels
Once you’ve defined your brand values, consistency is key. Whether it’s your social media, website, or product interface, every touchpoint should reflect these values. Consistency helps to build a strong brand identity and keeps users coming back to your product. According to LucidPress, consistent brand presentation across all platforms increases revenue by up to 23%.
Examples of Strong EdTech Brand Values
- Coursera– “Transforming lives through learning”
Coursera’s values center around providing accessible, flexible learning opportunities for anyone, anywhere. Their focus on accessibility is a core driver of their success in the EdTech space.
- Duolingo– “Fun and Effective Learning”
Duolingo values innovation and user engagement, prioritizing a fun, game-like experience that encourages learning. Their commitment to making education enjoyable has helped them stand out in a crowded market.
- Khan Academy– “Free World-Class Education for Anyone, Anywhere”
Khan Academy’s brand values focus on equity and access to education. Their commitment to providing free education has made them a trusted name in EdTech worldwide.
Your EdTech brand values should be authentic and rooted in the true mission of your company. As the industry continues to evolve, remain adaptable and allow your values to evolve if necessary. But above all, ensure they remain true to your core mission. If done right, your brand values will serve as a north star, guiding your company’s growth and fostering loyalty among your users.
At Valdoraer, our team of marketing strategists have helped countless tech companies stand out and define themselves with clarity and consistency.
We help you connect your company with your target audience and design an unforgettable brand and marketing strategy including your logo, website, and visual designs. Reach out to us to get started today.
