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Is Brand Important for RTOs?

Branding is important for any business, and it is imperative for RTOs. When it comes to marketing and advertising your RTO, no matter which channel you use or which form this takes, your RTO must be instantly identifiable and completely transparent in terms of the training and assessments you offer.

You must build and maintain a solid brand and reputation for your RTO.

What is a Brand?

A brand describes how a company, business, product, service, or even an individual is perceived by the people that experience it – its clients, customers, employees, contractors, and the general public. Every business must define its brand based on how it chooses to be recognised and remembered, and then clearly articulate and communicate this in every aspect of how the business operates.

Branding your RTO properly will:

  • Establish your reputation
  • Define your value
  • Build trust and confidence in your offering
  • Make you memorable
  • Make you recognisable
  • Give you a competitive advantage
  • Elicit pride in your students and learners
  • Drive measurable ROI
  • Maintain compliance with ASQA requirements

Put simply, your brand is your reputation. It lives in the minds of consumers.
It must also underpin all of your marketing and advertising activities.

ASQA Marketing & Advertising Requirements

The Australian Government’s Australian Skills Quality Authority (ASQA) legislates certain Standards for Registered Training Organisations in terms of marketing and advertising.

These include (but are not limited to):

  • RTOs and the third parties with whom they collaborate must provide accurate, clear, and current information relating to the RTO, the training and assessments it offers, and its performance to enable clients and learners to make informed choices.
  • Third-party recruitment agents or brokers may not provide VET courses (in part or entirety) in their own name but must represent the principal RTO in all of their enrolment and marketing activities.
  • An RTO is responsible for ensuring the abovementioned Standards for RTOs are met whenever a third party provides information on its behalf.

Your RTO must meet and comply with all Standards relating to marketing and advertising materials. This includes for:

  • Television, radio, magazine and newspaper advertising
  • Print media publications
  • Any website on which the RTO is referenced or referred to
  • All social media platforms
  • Web-based advertising (e.g. Google Ads, Facebook Ads)
  • Online directories
  • Third-party marketing that relates to your RTO or training/assessment your RTO provides

You must understand and fully comply with your responsibilities as they relate to marketing your brand and your business.

Standards-Compliant Marketing Tips for your RTO’s Brand

  • Ensure your RTO code is easy to identify – incorporate it into your website’s header and footer on every page of your website. It must also be included on listings for online and offline directories, adverts, etc.
  • Update your website frequently and ensure all training products are current. Each must clearly include its exclusive code.
  • Include your RTO code on all social media pages and social communications. (Not required on comment replies).
  • Include the code and title of every training product as it is mentioned in marketing and advertising materials.
  • Ensure all course descriptions and statements are accurate.
  • Acquire permissions before using student/learner images, testimonials, etc.

Contact RTOWeb for Website Support

Is your RTO website up to scratch?

RTOWeb is an Australian web design and development agency working with a specific focus on the RTO space. We know the Australian VET industry, and we have unparalleled experience and insight to help your unique RTO brand succeed and meet the requirements of ASQA compliance.

We will help you succeed online.

Contact us today to explore how we can help your brand succeed.