Brand Development Case Study:

Lakeshore Christian Academy (LCA) was established in 1982 by Lakeshore Baptist Church in order to provide the church’s families with K-12 Christian education. But now the school was interested in reaching beyond the church walls to Christian families throughout the community who might not be aware of LCA and the resources it offered.

While most Christian schools use a combination of Christian and non-Christian curriculum, Lakeshore Christian Academy was committed to a Bible-based curriculum with accelerated learning that was a grade ahead of most schools. LCA focused on a “Fellowship of Learning” where parents, teachers, and students actively learned together. And tuition was intentionally kept low to ensure access to everyone.

The goal was to create a brand that clearly distinguished LCA among other schools in the area, in order to attract families that valued its unique approach to K-12 education. The following “UNIQUES” were identified and used to build the brand.


1) Christian Environment / Christian Curriculum


2) Accelerated Education Equipping Students for Life (not tests)


3) Fellowship of Learning — Parents + Teachers + Students

(Discipleship vs. Discipline — 7th through 12th graders willing to attend)


4) Smaller Classes (12:1 student/teacher ratio).


5) Lowest Tuition

Education for Eternity