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

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.