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
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.
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.