BrandED! Tell your Story...Build Relationships…
Ohio Superintendent Learning Academy
April 9, 2019
Trish Rubin MA/MPA...Consult. Educate. Speak. Write.
Dr. Lisa Gonzales...Lead. Advocate. Run. Raise
TOP 10 Reasons Brand Matters in Business
Brand matters to IDENTITY...IMAGE
Brand matters for DIFFERENTIATING ...IMAGE
Brand matters for PERCEPTION...IMAGE
Brand matters to REPUTATION...IMAGE
Brand matters for TRUST...PROMISE
Brand matters for CULTURE...PROMISE
Brand matters for ENGAGEMENT...PROMISE
Brand matters for CONNECTIVITY...RESULT
Brand matters to SATISFACTION...RESULT
Brand matters for LOYALTY...RESULT
Top 10 Reasons to BRAND Schools
10 - to gain/sustain public trust
9 - to build support before you need it
8 - to tie to staff/student accomplishments
7 - to distinguish your district from others
6 - to let the taxpayers know what you are doing with their $$$
5 - to bounce back after a challenge, setback, negative PR
4 - to expand your impact
3 - to change any misperceptions
2 - to make a shift in priorities, focus points, priorities
1 - to be a good community partner
• Stores/ Retail
• Credit Card Company
And How About...?
• Coffee Shops
• Office Space
• Grocery Store
• Tech Company
What does the "B word" BRAND
mean to you….
in ONE WORD?
"Help people to be better versions of
themselves." Seth Godin
Brand to BrandED … Attentional Power of 3!
BrandED IMAGE … Define an IMAGE
The good I/we accomplish!
BrandED PROMISE ... Make a PROMISE
The value I/ we bring!
BrandED RESULT … Showcase RESULT
The “reason to believe!”
to a consumer
for a community
By 2021 80% of what is shared online ...Visual!
IMAGE. PROMISE. RESULT.
A Brand PROMISE extends the positioning of IMAGE
-- the brand promise is what you deliver—it's the
benefit that makes your product or service uniquely
A Brand Promise is based
on Unique Brand
Value…find the stories of
• Who am I? ….Who are We?
• What do I value ? What do We Value?...
• What are my Convictions? What are our
• With whom will I Associate? With whom will
• To what do I Aspire? To what do we Aspire?
What messages do you want the school brand to convey and why?
• Select measurable, attainable Results that define
Image and Promise led by the Storyteller in Chief
• Brand Result: tangible features & intangible benefits
• What channel (s) will you choose to show result?
• Think of the Engine of Engagement: . Result is easier
than you think ...OBSERVE. PARTICIPATE and
• Not CRM Customer Relationship Management but
SRM Stakeholder Relationship MAnageent
Make the invisible VISIBLE…
Power of emotion in stories for School Brand!
Stories Power your IMAGE …
Build your Community of Practice...
Share, Network, Cultivate,
Curate, Motivate, Model, Connect
Trish Rubin Dr. Lisa Gonzales
Twitter: @trishrubin www.lisamariegonzales.net
Insta: @trishrubinNYC Twitter: @techietwinmom
LinkedIn: trishrubinnetworking Insta: @techietwinmom
LinkedIn: Dr. Lisa Marie Gonzales