Branded - Tell Your Story, Build Relationships, and Empower Learning

Praise for BrandED
 
"Branding instead of being branded. Defining instead of being defined. Innovative educators must stand up for their ideas and actions instead of being judged and branded by external agencies using standardized measures. Eric Sheninger and Trish Rubin present an excellent guide for educators and education leaders to tell their stories through BrandED."
--Yong Zhao, PhD, Foundation Distinguished Professor, School of Education, University of Kansas and author of Who's Afraid of the Big Bad Dragon?
 
"A great resource for educators who want to strengthen their connections with students, teachers, parents, and the wider community. These two innovative leaders don't just capture how to tell the story of a school--they show how to create it."
--Adam Grant, New York Times bestselling author of Originals and Give and Take
 
"Every day in every one of your schools, great things happen. How does your community know? Schools that are Future Ready boldly engage their community to build relationships and empower both students and families. Powerful yet practical, BrandED is the perfect resource to help your school share its story with the world."
--Thomas C. Murray, Director of Innovation, Future Ready Schools
 
"Eric and Trish demystify what it means to brand one's school by providing eight compelling conversations that not only lead to a deeper understanding of branding, but provide relevant ways for school leaders to frame their work... . In the vast sea of information in which we currently reside, using the BrandED Leadership methods described in this book will help school leaders reach their audiences in ways that create trusting relationships and loyalty."
--Dwight Carter, Principal, New Albany High School
 
"Disruption is the new normal. And the great disruptors of our time are shaping the culture itself in innovative ways. Eric and Trish's book BrandED sends a very compelling message to school leaders that developing and executing a smart, innovative brand strategy can disrupt the best practices' conventions of the existing school system. Like great disruptive brands from Apple to Uber, educators now have the ability to get the community engaged and immersed in the school's brand equity--and BrandED provides the roadmap for getting there."
--Scott Kerr, Executive Director of Strategy and Insights, Time Inc.
 
A brand is built around three key elements: image, promise, and result. The power of a brand to communicate all three elements is undeniable, and in today's digitally connected, social society, schools and school districts have a lot to gain by developing and promoting their own brand identities. BrandED is the groundbreaking guidebook for educators who want to enhance communication with students, parents, and stakeholders to create a transparent record of value.
 
You know great achievements happen at your school. Unfortunately, many of those stories stop at the school doors. This hands-on guide from two rising stars in the education field, Eric Sheninger and Trish Rubin, empowers educators at all levels to take control of how the mission, values, and vision of their schools is communicated. An engaging collection of transformative conversations lead you to discover the opportunities and benefits of designing a brand for your school and sustaining a BrandED community to evangelize it. Even if you have no marketing experience, the easy-to-use framework takes you step by step through the nuances of spreading good news about your school and building relationships around those actions. Timesaving, practical advice prepares you to begin innovating at your school right away, and convenient tips and reflections at the end of each chapter make it easy to integrate the BrandED mindset and practices into your everyday routine. Become a driving force behind your school getting the recognition it deserves by:
* Branding your

List of contents

About the Authors xv
 
Introduction: Our BrandED Short Story 1
 
Eric's Path 1
 
Trish's Path 4
 
"The Brandality Modality" 6
 
Welcome to the BrandED Conversation 9
 
Conversation 1: From Brand to BrandED 11
 
Part One: In Brand We Trust 12
 
Part Two: BrandED Matters to Today's School Leaders 33
 
Part Three: BrandED Unifies a School Improvement Plan 42
 
Conversation 1 Tips 58
 
Conversation 1 Reflections 59
 
Conversation 2: In the Zone for BrandED Innovation 61
 
Part One: The Psychology of BrandED Innovation 63
 
Part Two: Tools to Inspire BrandED Innovation 79
 
Part Three: BrandED Reputation Management 89
 
Conversation 2 Tips 93
 
Conversation 2 Reflections 94
 
Conversation 3: Developing a BrandED Leadership Presence 97
 
Part One: A "Personal Professional" BrandED You 98
 
Part Two: Be the BrandED Storyteller-in-Chief 113
 
Part Three: The BrandED Leader as "Edupreneur" 132
 
Conversation 3 Tips 136
 
Conversation 3 Reflections 137
 
Conversation 4: Developing Your BrandED Strategic Plan 139
 
Part One: The BrandED Drivers 140
 
Part Two: Your BrandED Strategic Plan 160
 
Part Three: BrandED Stakeholder Relationship Management 161
 
Conversation 4 Tips 165
 
Conversation 4 Reflections 165
 
Conversation 5: Sustaining BrandED Innovation 167
 
Part One: Invest in BrandED Leadership 168
 
Part Two: The Trend-Setting Stance of a BrandED leader 175
 
Part Three: The BrandED Competitive Advantage 180
 
Conversation 5 Tips 192
 
Conversation 5 Reflections 192
 
Conversation 6: Communicating With BrandED Leadership Tools 193
 
Part One: The BrandED Payoff of Distributed Leadership 194
 
Part Two: Press, Networking, Digital Presence, and Thought Leadership 197
 
Part Three: The Law of BrandED Attraction 210
 
Conversation 6 Tips 215
 
Conversation 6 Reflections 216
 
Conversation 7: Keeping Up With the Digital Joneses 217
 
Part One: Disruptive Digital Behavior That Innovates Schools 218
 
Part Two: BrandED Partners in a Digital World 225
 
Part Three: Connecting With Parents on the Digital Playground 230
 
Conversation 7 Tips 232
 
Conversation 7 Reflections 233
 
Conversation 8: Return on Investment in the BrandED School Community 235
 
Part One: Be the BrandED Relationship Steward 236
 
Part Two: Local to Global BrandED Investment 240
 
Part Three: Sustain a BrandED Community Through Return on Relationship 245
 
Conversation 8 Tips 250
 
Conversation 8 Reflections 250
 
Appendix A: Developing a Mission Statement 253
 
Appendix B: Crafting Positioning Statements 255
 
Appendix C: Stewardship Model of BrandED Development 256
 
Appendix D: Suggested BrandED Digital Tools 258
 
Appendix E: Media Advisory Template 262
 
Appendix F: A BrandED Leadership Timeline 264
 
Appendix G: Online Marketing and Brand Resources for Educator BrandED Adaptation 267
 
Glossary 269
 
References 275
 
Acknowledgments 285
 
Index 287

About the author

ERIC SHENINGER (@E_Sheninger) is a senior fellow and thought leader on Digital Leadership with the International Center for Leadership in Education (ICLE). An award-winning principal, he is the creator of the Pillars of Digital Leadership, a framework for transforming school cultures through sustainable change.
TRISH RUBIN (@trishrubin) consults with clients in education, business, and the nonprofit sector to build brand awareness, market services and products, develop visibility through PR and media, and build strategic partnerships.

Summary

Praise for BrandED "Branding instead of being branded. Defining instead of being defined. Innovative educators must stand up for their ideas and actions instead of being judged and branded by external agencies using standardized measures.

Report

Advance Praise for BrandED
 
"Eric Sheninger and Trish Rubin provide a great read for all concerned with taking education to the next level in a competitive, digitized social media world. The time is now to learn how to brand yourself and your organization to unleash the power of your story. If not someone else will, and your school or district may suffer because of it! Thank you Eric and Trish for paving the way through the power of branding!"
 
--Dr. Darryl Adams, Superintendent, Coachella Valley Unified School District
 
"If you think about how students discover, communicate and learn outside of school, it's remarkable that we still insist on compromising their scholastic
 
experience with yesterday's approaches. Eric and Trish help us not only re-imagine how to make learning intuitive but also how to build an engaged community where we co-create the future together."
 
--Brian Solis, digital analyst, anthropologist, futurist and author of X: The Experience When Business Meets Design
 
"Eric Sheninger and Trish Rubin pave the way for educators across the globe to dive into the world of social media transparency in their new book BrandED. The authors take you on a journey as they walk through step by step on how to strategically enhance your school's branding power by engaging in '8 Conversations' to support you in moving beyond the status quo, providing a rich and meaningful professional development experience that will leave you wanting to continue the conversation."
 
--Jimmy Casas Leadership Coach, Author, Speaker, 2012 Iowa Principal of the Year, and 2013 National Principal of the Year Finalist
 
"In our work as journalists and as the founders of 'Stand up for Heroes,' the power of storytelling is a foundational part of our brand and allows us to share the truth of our mission. School leaders can learn the lessons of building a unique brand that serves, honors and grows a community in the pages of Eric and Trish's book, BrandED, and can understand the need for communicating brand value that develops our next generation."
 
--Bob Woodruff, ABC correspondent and Lee Woodruff, author and journalist
 
"BrandED provides an innovative platform for educators to engage in meaningful discussions about the purpose of their work, program delivery, and expected outcomes. As the leader of a College of Education, I believe that BrandED serves as a powerful mechanism in assisting me to develop our niche in the preparation of education professionals and national discourse on public education. Eric and Trish have created a space for business and education to coexist and energize each other."
 
--Monika Williams, PhD Dean and Professor, College of Education
 
Rowan University
 
"BrandED opens the door to a creative, collaborative, brand-building process that results in connected school culture, performance and resource gains. As a former teacher, entrepreneur, marketing author, and most important, parent, I give this book two huge likeable thumbs up!"
 
--Dave Kerpen, NY Times Bestselling Author of The Art of People
 
"Every school has a brand, but it may not be what you hoped! Turn staff, students, parents, and your community into co-creators and co-owners of a trustworthy, relevant educational brand using Trish and Eric's 'why,' 'what,' and 'how' of brand relevance. The future of education is a connected and transparent, changing place of robotics and algorithms where a relevant, relational school brand can drive learning through intelligent listening, skillful adjusting and bold experimentation."
 
--Annalie Killian, Curator of Creative Intelligence Networks at sparks & honey and Founder, Amplify Festival
 
"As a Head of School for an international school in India reading, BrandED has been essential in helping me understand how to lead my school. The simple idea that transparency drives improvement has had a large impact. Being in a city with many international schools, the question of how I can help my school stand out was one I grappled with. This book has become a guide for helping my school do things well, but more importantly, ensuring that all stakeholders know what is happening."
 
--Bruce W. Ferguson, Head of School, Sreenidhi International School Hyderabad, India
 
"Communication has experienced a revolution. Expectations, methods and opportunities have all grown and changed dramatically in recent years. BrandED lays out the why and the how to develop and use your own and your organization's brand through storytelling, relationship-building, and the use of cutting-edge technology and tools. The primary audience for BrandED--principals--will find it a groundbreaking, invaluable tool, and other educators--like superintendents--will find it extremely valuable as well."
 
--Deborah A. Gist, Superintendent, Tulsa Public Schools
 
"BrandED is a valuable practical guide for educational leaders. They will learn to enhance their impact through innovative communication strategies."
 
--Dr. Nelson Lim, Executive Director, Fels Institute of Government at the University of Pennsylvania
 

Praise for BrandED
 
"Branding instead of being branded. Defining instead of being defined. Innovative educators must stand up for their ideas and actions instead of being judged and branded by external agencies using standardized measures. Eric Sheninger and Trish Rubin present an excellent guide for educators and education leaders to tell their stories through BrandED."
--Yong Zhao, PhD, Foundation Distinguished Professor, School of Education, University of Kansas and author of Who's Afraid of the Big Bad Dragon?
 
"A great resource for educators who want to strengthen their connections with students, teachers, parents, and the wider community. These two innovative leaders don't just capture how to tell the story of a school--they show how to create it."
--Adam Grant, New York Times bestselling author of Originals and Give and Take
 
"Every day in every one of your schools, great things happen. How does your community know? Schools that are Future Ready boldly engage their community to build relationships and empower both students and families. Powerful yet practical, BrandED is the perfect resource to help your school share its story with the world."
--Thomas C. Murray, Director of Innovation, Future Ready Schools
 
"Eric and Trish demystify what it means to brand one's school by providing eight compelling conversations that not only lead to a deeper understanding of branding, but provide relevant ways for school leaders to frame their work... . In the vast sea of information in which we currently reside, using the BrandED Leadership methods described in this book will help school leaders reach their audiences in ways that create trusting relationships and loyalty."
--Dwight Carter, Principal, New Albany High School
 
"Disruption is the new normal. And the great disruptors of our time are shaping the culture itself in innovative ways. Eric and Trish's book BrandED sends a very compelling message to school leaders that developing and executing a smart, innovative brand strategy can disrupt the best practices' conventions of the existing school system. Like great disruptive brands from Apple to Uber, educators now have the ability to get the community engaged and immersed in the school's brand equity--and BrandED provides the roadmap for getting there."
--Scott Kerr, Executive Director of Strategy and Insights, Time Inc.

Product details

• Authors: Trish Rubin, Trish Sheninger Rubin, Rubin Trish, Eri Sheninger, Eric Sheninger, Eric C. Rubin Sheninger, Eric Rubin Sheninger
• Publisher: Wiley, John and Sons Ltd
• Languages: English
• Product format: Hardback
• Released: 13.06.2017
• EAN: 9781119244561
• ISBN: 978-1-119-24456-1
• No. of pages: 320
• Subjects: Humanities, art, music > Education > Education system; Education, Bildungswesen, K-12 General, Allg. Bildungswesen (K-12), K-12, Technology & Education (K-12), K-12 / Technologien im Bildungswesen, K-12 / Leitung u. Verwaltung, Leadership & Administration (K-12)