Opinion
Teaching Profession Letter to the Editor

K-12 Leaders: Embrace Branding

July 07, 2015 1 min read
  • Save to favorites
  • Print

To the Editor:

For many school administrators, brand-building is something the Campbell’s Soup Company does, not a school leader. And while the concept may sound like it belongs more in a sales-and-marketing meeting than a classroom, don’t tell that to the school leader who wants to raise the reputation of his or her school, attract and retain top-tier faculty, fill student capacity, or build an endowment.

Brands are about familiarity. They can own a place in our hearts and our minds. They can even instill pride. Schools must, as well. And so school leaders, you must ask: What is your school’s mission? What differentiates you, as a leader, from others? What inspires and motivates your faculty? What language(s) do you own? What promise do you make to your parents and your students? What keeps your alumni engaged, long after graduation day?

These are some of the questions every school—from elementary to higher education—needs to answer. Words like commitment, wisdom, honesty, integrity, and community are all great to live by, though hardly original. Every school needs to ask the question, “Who are we?” and then answer it with words the community can live by.

One great example of this is particularly close to my heart, as a father. The brand at son’s school is: “That They Be Good Men." This reflects everything the school is and does—in the classroom or on the athletic field. These are words on the walls and the website. Even more important, they reside in the hearts and minds of the faculty, administration, parents, and students.

Brett Shevack

Chief Executive Officer

Brand Initiatives Group

New York, N.Y.

Events

This content is provided by our sponsor. It is not written by and does not necessarily reflect the views of Education Week's editorial staff.
Sponsor
Student Well-Being Webinar
Start Strong With Solid SEL Implementation: Success Strategies for the New School Year
Join Satchel Pulse to learn why implementing a solid SEL program at the beginning of the year will deliver maximum impact to your students.
Content provided by Satchel Pulse
Teaching Live Online Discussion Seat at the Table: How Can We Help Students Feel Connected to School?
Get strategies for your struggles with student engagement. Bring questions for our expert panel. Help students recover the joy of learning.
This content is provided by our sponsor. It is not written by and does not necessarily reflect the views of Education Week's editorial staff.
Sponsor
Science Webinar
Real-World Problem Solving: How Invention Education Drives Student Learning
Hear from student inventors and K-12 teachers about how invention education enhances learning, opens minds, and preps students for the future.
Content provided by The Lemelson Foundation

EdWeek Top School Jobs

Teacher Jobs
Search over ten thousand teaching jobs nationwide — elementary, middle, high school and more.
View Jobs
Principal Jobs
Find hundreds of jobs for principals, assistant principals, and other school leadership roles.
View Jobs
Administrator Jobs
Over a thousand district-level jobs: superintendents, directors, more.
View Jobs
Support Staff Jobs
Search thousands of jobs, from paraprofessionals to counselors and more.
View Jobs

Read Next

Teaching Profession How Teachers Are Spending Their Summer Vacation
Swimming, hiking, and an occasional academic project are on the agenda.
1 min read
Lifeguards watch over children and their families as they enjoy the shallow end of the Woodson Family Aquatic Center on the opening day of the 2022 pool season Saturday, May 28, 2022 in Odessa, Texas.
Lifeguards watch over children and their families at the Woodson Family Aquatic Center as pool season opens in Odessa, Texas.
Eli Hartman/Odessa American via AP
Teaching Profession Letter to the Editor Can Educators Agree to Disagree Respectfully?
We must acknowledge that there are strong, defensible differences in perspectives about divisive topics, writes an educator.
1 min read
Illustration of an open laptop receiving an email.
iStock/Getty
Teaching Profession Q&A The First 5 Years in the Classroom Are Tough. This Teacher Has Ideas to Lessen the Burden
A middle school teacher talks about why educators need to share stories about their jobs—and find schools that reflect their values.
7 min read
Patrick Harris
Patrick Harris
Teaching Profession Teachers in Texas Shooting Died Trying to Shield Students, Their Families Say
Eva Mireles and Irma Garcia, both veteran teachers, co-taught a 4th grade class at their Uvalde, Texas, elementary school.
3 min read
Fourth grade co-teachers Irma Garcia, left, and Eva Mireles.
Fourth grade co-teachers Irma Garcia, left, and Eva Mireles, were killed in the school shooting in Uvalde, Texas, alongside 19 children.
Courtesy of Uvalde CISD