Engineering Your Classroom Brand in 8 Steps


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Engineering Your Classroom Brand in 8 Steps

  1. 1. Engineering a ‘Classroom Brand’ in Eight Steps Develop the Student Culture & Climate You Want Andrew Steinman @steinman
  2. 2. Full Disclosure: I have no background/training in marketing, business, nor advertising. I also seek nothing to gain proprietarily from any ideas regarding branding The claims I make are based on observations of culture, media, and human behavior; my ideas are informed by a background in psychology, philosophy, and learning theory I may not be the first person to describe the ideas presented here, but I do not have any sources to cite for my claims on ‘classroom brand’
  3. 3. Aim of Presentation This presentation is about branding, both as a concept and as it relates to classroom culture; it has three main objectives: 1. To illustrate the power and pervasiveness of brands/branding 2. To define a ‘classroom brand’ 3. To enumerate the steps required to create and implement a classroom brand
  4. 4. Order of Operations 1) Background, Motivation, & Inspiration For ‘Classroom Brand’ 2) Define ‘Classroom Brand’ 3) The Eight Steps to Engineer Your Own ‘Classroom Brand’ 4) The Story of #TeamPhysics
  5. 5. Background Brands are an ubiquitous element of culture Brands pervade nearly every aspect of life Commerce Entertainment Ideology Location Experience Behavior Brands are relevant to every demographic, by design Branding relies on cognitive science - brain’s ability to form associations
  6. 6. What is a brand? defines a ‘brand’ as a noun, meaning: A word, name, symbol, etc., used by a manufacturer or merchant to identify its products distinctively from others of the same type and usually prominently displayed on its goods, in advertising, etc.
  7. 7. Background: Brands & Branding Power
  8. 8. Branding is Ubiquitous Everyone, especially youth, are exposed to branding
  9. 9. Branding and Learning Cognitive science tells us that learning happens through associations our brains form Associations can have temporal, spatial, physical, or even emotional components Brand recognition begins early in life and can be easily connected to learning Are we hard-wired to learn brands? Do they capitalize on how our brains make associations? Kids learn brands readily Test yourself on these ----->
  10. 10. Branding with Young Kids Children’s toys Candy The grocery store checkout impulse rack Do they deliberately take advantage of colors and other sensory/experiential attractions? Does brand success rely on the brain’s ability to form associations?
  11. 11. Branding to Adolescents Fashion Style Music Movies Magazines Economic Class Behaviors Social Stereotypes Pretty Girl Jock Nerd The Challenge Day organization calls this: “fit in the box” Miss Representation
  12. 12. The Logos Quiz An app-based game where you try to guess as many logos from popular brands as possible Very popular game among adolescents
  13. 13. Brand Recognition Survey Survey of 13-17 y/o asked to rate how well they know brands and brand quality: 1. Reese’s Peanut Butter Cups 2. iPod 3. Google 4. M&Ms 5. Oreo’s 6. Subway 7. Hershey’s Milk Chocolate 8. Target 9. Sprite 10. Microsoft
  14. 14. College Branding Universities, colleges, and their sports teams Academic majors, fraternities/sororities The type of college: “good” school, ivy league, or “party” schools
  15. 15. Political Branding In the U.S., we use these labels: Republican Democrat Liberal Conservative Green Party Tea Party
  16. 16. Other Types of Brands Personal brand Event brand Location brand
  17. 17. Sports Branding Possibly most well-known Very popular Appeals to wide audience Brings people together
  18. 18. Experiential Brand: Olympics “World togetherness, in sport.”
  19. 19. Social Media & Branding Product is the experience of connecting & sharing Anyone can start a brand Different nature of audience with different perception avenues Hashtags as brands #EdChat
  20. 20. Motivation: Branding seems to be everywhere BUT the classroom
  21. 21. Inspiration: How #TeamPhysics Was Born
  22. 22. Classroom Brand Defined Classroom Brand is that which represents all that your classroom stands for: Ideas, experiences, norms, values, interactions, structure, and connectedness A classroom brand simply embodies what I want my classroom culture to be
  23. 23. 1. Write your classroom experience sentence 2. Design a logo for your classroom brand 3. Come up with a hashtag for your classroom brand 4. You need a mantra for your classroom brand 5. Your classroom brand should embody student-developed norms and values 6. Classroom brand paraphernalia 7. Make your classroom brand ubiquitous to students 8. Obtain survey-based feedback on your classroom brand from students from time to time 8 Steps to Create Your Brand
  24. 24. 'What's Your Sentence?' ~ Dan Pink •What you want brand (class) to be remembered for •Single sentence •Focuses the branding •Brand built around sentence Nike | Just Do It Classroom Experience Sentence
  25. 25. Design a Brand Logo ✴Every good brand needs a logo ✴Visual recognition is imperative to branding ✴Two choices: ✴Icon ✴Word ✴TeamPhysics logo is word made of physics symbols
  26. 26. Create a Hashtag ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! @steinman First answer this question several times: What acronym, phrase or word/ number(s) could represent your brand in as few characters as possible? Should be unique (on Twitter) Research best ideas, then make it official Hashtags can: Have subversive/double meanings Stand for something in another language
  27. 27. Establish a Mantra ✤Like the sentences/phrases companies have beneath their logo ✤Short ✤Memorable ✤Can be easily recited to others ✤Builds the abstract element of what the brand stands for ✤TeamPhysics mantra is "Challenge accepted." ✤Tumblr is a good example Follow the World’s Creators.
  28. 28. Student-Developed Norms & Values ✦Not same as classroom rules ★Like tipping a server at a restaurant ✦Norms and values are ideals ✦Students desire to have these ✦Develop together with students ✦Create and promulgate early in year --Example norm from TeamPhysics: After a group finishes a whiteboard presentation, everyone claps, and it's a golf clap.Rules sound like this...
  29. 29. Paraphernalia Start planning early in the year Determine best place to get shirts made Athletic department is a good resource Have students participate in design Choose colors and style Get them made early as possible Encourage everyone to get one if possible, make it so that everyone gets one parent club, booster club, grant $$ Have special days where everyone wears the shirts Test day = game day (support the team!) Field trips Promotes classroom brand Unifies the group
  30. 30. Make the Brand Ubiquitous Brand logo goes on every document students receive in the class Hard copy or electronically Assignments, handouts, assessments Make posters, put the logo on your classroom door, website, etc. Pronoun test for how you or students talk about the class Language should be in statements of “we” or “us”
  31. 31. Obtain Feedback About the Brand Corporate brands obtain feedback from their consumers/clients See how your brand is doing Feedback is student-centered and risk free Anonymous surveys Safe class discussions Small group discussions and whiteboard sharing
  32. 32. Final Thought You already have a classroom brand Who do you want to define that brand?
  33. 33. Engineering a ‘Classroom Brand’ in Eight Steps Develop the Student Culture & Climate You Want Andrew Steinman @steinman