'Tis the season for making New Year's resolutions ranging from calorie counting to writing your great American novel. (And yes, my own novel, a YA read, is currently on my desktop next to my Weight Watcher tracker!) But whatever progress on the personal word and weight front I make going forward, I have a true resolution keeper for you in the 2017 school year. Make a new brand promise: disrupt the diminishing energy of a divided school agenda.
RESOLVE TO STOP FRAGMENTING YOUR SCHOOL IDENTITY
Stop fragmenting a school's identity and build a unified school brand. Put that on the top of your list. Look at any winning brand in today's market. The success of that brand with their loyal audience comes from clear, connected messaging. Let's see this proven business brand element live in our schools in a unifying way. Look at increased competition brought by charters and vouchers and you will see the need to define your school is a priority. A unifying brand creates contagious community commitment: we know what we are about and who we are. We stop the fragmentation madness. Any decision we undertake as a school community is made with the brand of the school at top of mind. Turn attention to stopping the fragmentation of a school identity and you put a school's communication on a diet while you create storytelling power-- you address weight and word of messaging that gets the brand on a unified track to satisfying audiences. In our book, BrandED, Eric Sheninger and I offer practical strategies that help make that resolution possible.
WHY IS YOUR FRAGMENTED SCHOOL IDENTITY AN ISSUE?
The fragmented identity of your school is weighing down the exchange of clear communication It's 2017, and after our 2016 election process, we see the continued power of targeted delivery of engagement-- in even 140 characters. A connecting brand voice is missing in your school improvement plan if your school messages are fragments.
A school without a brand unifier is trying to be all things to all stakeholders. In that fragmentation, a school's power to communicate efficiently diminishes. The array of agendas, initiatives and mandates that are part of a day to day delivery of service needs a unifying umbrella. How do we keep those seemingly disparate pieces in focus? We develop a compelling thread of content and activity across our initiatives that shows why we do what we do for our kids. We deliver that message every day across select digital, social and traditional face to face engagements.
HOW DO I ADD THIS RESOLUTION TO MY PROFESSIONAL DEVELOPMENT PLAN?
Address the school IMAGE, make a brand PROMISE and attain new RESULT. Stop doing the same things over and over for little result. Innovate in our fast moving world of communication with a solid school brand presence. Understand the weight and the word issues in your current communication platforms. Create a powerful, deep connection to school brand using a map, a BrandED Strategic plan. Take on a PD journey to school strategic development. The BrandED plan unifies and defines--and you and your team co-create it in the new year with a map based on 5 elements--BrandED Drivers .
Make a commitment to brand part of your New Year Resolution for Professional Development. Lose the word weight and gain communication storytelling power through a bold BrandED professional development experience that skillfully brings about a unique, unifying school brand . You and your team may just write the great American story of BrandED success as you brand build together using the power of BrandED! Cheers!