Three Ways to Show your School Brand Stuff: Champions are more than Opinion


“Impossible isn't a fact, it's an opinion.” Muhammad Ali

Before the word Brand became the topic of the worldwide chatter, Muhammad Ali was building and living a true brand. When he passed last week, his unique value was celebrated. Ali will be honored in Kentucky on Friday. Reflecting on his brand, the value of his bravado was that he proved his greatness. The feedback he received from fans kept him moving in good times and challenging times. When he talked like a braggart, he could. He had proven himself. He'd moved beyond opinion. The quote makes me appreciate how the line between fact and opinion. What was impossible for him in the eyes of others' opinions was silenced. Through proof, he created the fact that he was the greatest boxer in history.

One reason any big brand is successful is that the brand keeps its eye on proving itself and on feedback. Winning brands act boldly and take the temperature of their communities--their fans and stakeholders, and they share and celebrate. Anybody can have an opinion about a brand. Great brands show their stuff to prove brand value. They do it through demonstration.

Demonstration… Just as Ali did on his feet by his actions... proved that impossible was an opinion of those who doubted. Having just a little data of the right sort moves your brand calendar and your efforts into the world of fact. When you can prove your efforts to develop a brand through a bit of measurements of demonstration, it goes a long way to developing credibility.   It doesn’t take much to get that feedback if you know where to look. Where do leaders go to see the benefits of bringing brand thinking to their school communities? How do they to move past opinion? Leaders focus on at three school wide areas: Culture, Performance, Resources.

Determining a  measurable and attainable brand goal demonstration in one or more of these areas gets you information that can be celebrated. Getting feedback can produce the positive, tangible feeling and connectivity for a school brand to thrive.  Setting goals in any of these three areas moves the school brand conversation along to a level of priority. If you want to be serious about an effort, produce some of your own facts about it and get past opinions that can be share in a moment in our digital world..

Shape the direction of gaining feedback and measurement by asking questions:

What are goal messages that reflect our brand?

What do we want to stand for as a brand in the areas of Culture, Performance and Resourcing?

How can we measure our efforts, get information in a manageable way, and know we are on track?  


When you identify a goal for any of these three areas, a simple bench marking process can be planned.

The goals are shared through all communication channels demonstrating your sincere intention to see the results of brand at work in the community. Being engaged with the community around attainable and measurable goals for Culture, Performance, and Resourcing, keeps the work on track and helps to create flow toward results. Through storytelling, through performance, through focus groups, surveys, social media and other feedback channels, grassroots data/demonstrations about the identification and implementation of brand strategies can be claimed-- and efforts can be proven.

When your goal brings results success needs to be shared, valued and celebrated. The last question you will enjoy asking yourself is “How will we communicate the good news of our progress to stakeholders as we meet our goals? " Sharing the positive news of a growing thriving brand keeps the community engaged and connected. A social and digital age offers many ways to promote your proven brand exist.

Choose a goal for your brand effort in Culture, Performance and Resourcing and watch how BrandED takes root.

Then, use another terrific  Muhammad Ali quote as you grow your brand in a new school year...” Don't count the days, make the days count! "

Proving that will be a win for your entire community.