brand

Chocolate Holds Answers to Brand Value ...

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Seth Godin's short blog post everyday is inspiring me to use the less is more way of thinking in my own posts--not even close to being able to handle the tight delivery he uses but here goes..... As I'm thinking a lot about my brand image as this wonderful mapping by consultant Lou Verschueren created from our first meeting reveals.

So I'm going to be talking to a group of New Yorkers in the shadow of the Flatiron Building on June 26th thanks to an invite from the Flatiron Business Improvement District who is co-branding with Baruch College CAPS program for its TECH TUESDAY. So using  my less is more thinking ahead of that. And one of the points I will make about personal brand...thanks to Seth.

 

In his short blog he talked with casual power about having worth beyond being superficial using the Tower of Pisa and Chocolate bunnies. The point being the Tower of Pisa is hollow, nothing inside to see but's that's ok... it doesn't promise us something--it just is... different for chocolate  and if you get a hollow Easter bunny,nothing inside to eat... you be disappointed -- the anticipation is high and the result not what we thought it would be...

 

He got me thinking about brand value...he said the wrapper matters but so does the experience within...

So I bought a bunch of chocolates that have the same wrapper to bring to the session-- but one difference ---the insides of the chocolate are different...same wrapper but they aren't hollow, they are filled with something different inside.

I've spent way  too much time looking at the possibilities of the chocolate, mint flavor, caramel flavor, dark chocolate. It's got me stuck. It looks the same, but promising difference...it's about the possibility of choice...and my expectation.  So with meeting people and sharing my own wrapper... the same wrapper that others have as entrepreneurial small biz owners, I going to know that my typical wrapper needs to do better than this chocolate wrapper. Your image matters. And your promise, what makes someone choose you the caramel over the milk chocolate center isn't an easy thing it's complicated. Brands have to make the quick connection to their UVB--UNIQUE BRAND VALUE... that brings result.

What's the difference in your own juicy core that separates your from the others as you promise your service or product? 

Why be Fragmented in 2017? Unifying School Brand is your PD New Year's Resolution

 '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! 

What Wells Fargo Teaches School Leaders: Build Brand from the Inside Out

              Going Farther Together?

              Going Farther Together?

Watching the unified actions of the Senate at the WELLS FARGO hearing gives hope. There is finally something these two polarized camps had in common in their session. The absolute distain for the Wells Fargo Company and brand. 

As much heat as schools have had to take in our 21st Century world, we educators can stand tall knowing that we are in it for the element of servant leadership, not the money, and we are comfortable in our own skins as we try to improve our school community.

What a waste of a good brand tagline is seen in Wells Fargo's ironic brand tag. "Going Farther Together" And yes, they went "together" with unsuspecting customers' money that was used to dupe the company into giving executives big raises based on false claims, Hhhmm...who went farther? The insiders, the members of the Wells Fargo organization went farther into undeserved bonuses and raises based on cheating and lies. Some of these unscrupulous people  actually will  go farther together with their colleagues... up the river. And if Elizabeth Warren has her way, the CEO is the first in line.

This pitifully shocking state of affairs touches the conversation about culture, especially building a culture of service to school stakeholders. In our upcoming book on leadership, Eric Sheninger and I discuss the value of culture and brand building for leaders. A culture of service is something educators bring naturally to the job everyday. In a BrandED leader's playbook for developing power using select brand/marketing tenets, one connecting point comes across: organizations must focus on their internal core in branding efforts. Schools must strive to be transparent as they communicate in this digital world. As they do, they must hire, support and train-- and sustain an organization of  informed employees who understand and live a school brand that is authentic. Some big businesses have a hard time "marketing internally" to their employees about the promise of the brand. It's obvious in Wells Fargo's case that the culture was never grounded in their message of helping customers to go far together. School leaders can follow a different model. Restauranteur, Danny Meyer's authentic, successful,solid system for developing his internal culture through "setting the table" for customers which details how to create true brand loyalty from within an organization..

School leaders who are building brand  see the need to market a brand to their internal group, the micro-community that services other stakeholders. That community of staff and teachers will sustain a brand that resonates with them. Involve your internal core group in contributing to the building process. Create a promise and mission that they can believe in and showcase every school day.

EducatED Relationships: Bringing the Power of Relationships to Schools

As a self-described "educationalist", I am part educator and promoter...

I've had a long and unique, successful first career in public education that led me to opportunities in communication with USAToday. Work that  launched  my own communications consulting practice. I'm teaching again now as an instructor at Baruch College in NYC, serving business clients, and I'm adding to my authorship as I work on a forward thinking groundbreaking book about using Brand principles to improve school management with a tremendous partner.

Nothing that I've done in my professional life has come without my awareness of making connections and building networks. It's natural for me. Not so natural for others. The lack of support and awareness for that need in 2004 led me to look outside of public education, but I'm back.

Seth Godin, brilliant marketer, talks about "tribes" in his TEDTalks. Well, I'm happy to be back in the tribe of educators. My mission is to see my colleagues in schools are educatedED in relationship building.  Building relationships can improve the school experience for all involved. Building relationships positively impacts culture, performance and resourcing of schools.

Launching this blog with a post on educational relationship building and the need for being relational as we practice our craft seems like coming home. I will be blogging about all sorts of relational themes, but the EducatED Relationships that can raise the value of our public schools will be on my mind as I write over the next months. And I'm looking for fellow tribe members around the world who have this awareness. and are willing to share what they know about connecting for school success. 

It's a nosy 3.0 world of buzz thanks to the internet. That means a goldmine for building relationships. Digital and social media can do only so much. Build relationships from scratch and not from just a screen. Put out your hand, look someone in the eye and say hello. 

Hello, I'm Trish Rubin and I want to talk about the power of relational life.