Building a school brand allows you to always keep the end in mind.
Focus on the end users of your brand. That means seeing your customers as your “engaged audience of stakeholders". Look beyond your door to the big world that’s a true digital playground for partnering with a wide range of stakeholders. Use Seth Godin’s metaphor of “The Tribe”. Start to truly understand your segments of stakeholders as a savvy brand manager would who promotes a product or service. The Tribe is your audience and they are segmented for communication: kids, teachers, staff, parents, and the community are there for engagement in the Digital First world of today. As school leaders build brand strategy, they need to have a sense of who is being served and what they will need in your BrandED community. From the start, you will want to make sure your audience is getting the best out of your new brand. How can you be sure you are identifying and developing loyal partners?
Enter the world of CRM, Customer Relations Management. CRM is one of the biggest topics of discussion in branding today and a strategy that is as far from mass marketing of the last century as you can get. It’s the up close and personal lane for brand result. Including CRM in the brand effort will engage your segmented audiences, but lets make this as a "BrandED" initiative by introducing the Ed Leadership view of customer engagement, called, Stakeholder Relations Management . An SRM view of school management offers leaders a vision of engaging people at a high level, of building loyal fans of your school, and of sustaining your relationships with those audiences for the improvement of the school community.
SRM supports positive change in Culture, Performance and Resourcing of schools. And it gives leaders the chance to measure improvement beyond a score on a standardized test. The world of brand today is based upon Engaging Customers, requiring knowledge of who customers are and what they want. BrandEd leaders can plan for high levels of engagement by:
Identifying segments of audiences for the purpose of building positive relationships
Thinking how to make your brand story “stick”-- how to sustain and grow connections
Investigating how you relate to each distinct segment that you serve, how to satisfy them and create loyalty in the ranks with your school communication.
Developing relationships internally as well as externally for increased trust and communication which are hallmarks of SRM
Start a relationship making mission that improves school CULTURE, PERFORMANCE and RESOURCING. Be a BrandEd leader as you position the school for success with an eye on Stakeholder Relationship Management.