As the photo of my Baruch Marketers, all holding marketing materials for my book BrandED, with Eric Sheninger, shows shows, Brand is never far from my mind professionally and personally. School leaders who are reading and reviewing our book this summer...even on the beach... are getting ready to take on the Storyteller-in-Chief mantle for leading their schools that will bring them into a new world of communication with stakeholders. Today I heard that the book is "user friendly" Thanks to principal Neerja Pujabi from the Peel School District ON for that view. It inspired me to do a short post that can help people move more quickly into the role of school brand champion before summer is over. It's simple to take this on if you start with reflecting on being a CONSUMER of BRAND before you become a BUILDER of BrandED. Ask yourself:
" How have brands impacted me and secured my LOYALTY?"
Once you identify a few ways that the "MadMen" have used to enlist you as a loyal CONSUMER of brand, you can adapt those strategies to a school brand while you are executing as a BUILDER of brandED. So how do they do this?
Here's THREE "BRAND SURE WAYS" to Adapt!
1.BRANDS INTERRUPT OUR PATTERN
If you want to bring the power of brand communication, you have to step out into Business as UNUSUAL. Think about how you usually get people's attention at the start of the school year and DO SOMETHING UNIQUE AND DIFFERENT that calls attention to your brand strategy. Corporate Brands are masterful at shifting people's behavior patterns. and you need to INTERRUPT the pattern of perception of your stakeholders by doing something different at the start of school. Do a video instead of a newsletter, ride a scooter into your opening day... whatever it takes.
2. BRANDS CREATE WELL-BEING
In our book, we spend time talking about social science and well -being...why? Because people gravitate to what they trust and know. When you add something new like brand to your leadership style, balance it against what is known and trusted and comfortable. Start with the familiar identity system of your logo and school colors and then drill down into finding out the intangible feelings that identity system represents. What does it mean to be a LEWIS INDIAN? I was part of that Identity system when I taught middle school, but it really needed to go beyond the logo and tagline to what are the intangibles of that identity were in order to get the best of culture, performance and resources for the school. Brands lean into stories and find the ones that powerfully build emotion--then they share them! Don't be humble. Amplify out of that feeling of trust. Start hunting for the stories behind your school brand...those that have been going on this summer and share them immediately as part of a brand plan.
3. BRANDS ARE ABOUT BENEFITS
IN brandED we think about neuroscience because marketing and brands are experts in the conscious and unconscious development of ties to their audience. Why did you buy that $7.00 cup of Starbucks coffee and not the $1.00 Mc Donalds' version? You get some sort of brand benefit that is truly intangible.( especially to me because I love DUNKIN'!) Brands lead our imagination to a place where we get benefits from our buy. School leaders who focus on the feelings and emotions of storytelling are going after the benefits to brand loyalty. Understand you have leadership opportunities to build loyalty that improves your community culture by starting a school year brand strategy that impacts the prefrontal and reptilian sections of your stakeholders' brains. It's not manipulation... it's information that can help you TELL and not SELL, which is the root of brandED thinking.