Branded - Eric Sheninger

. .

Résumé :

Praise for BrandED

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 yourself as your school's storyteller-in-chief and amplifier through a variety of traditional and digital tools and platforms
• Improving relationships with key stakeholders, developing strategic partnerships, and attracting more resour...

  Biographie:
  ..

  Sommaire:
  

  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

  ...