School brand construction has been paid more and more attention by private schools，which is an important way to enhance the competitiveness of private schools. School image identification system is an important representation of the construction of school brand. Private schools have faced some problems in brand building，such as the tendency of assimilation of concept identification system，the weak characteristic of behavior identification system，and the insufficient communication power of visual identification system. Private schools should strengthen the characteristic construction in the concept identification system to enhance the brand cohesion，strengthen the connotation construction in the behavior identification system to enhance the brand identity，and strengthen the media communication in the visual identification system to enhance the brand appeal.