We’ve talked about WHY you should build your personal brand as a superintendent and how to define your intentions. Now let’s look at how to put your branding into action…

As Superintendent, you are responsible for not only carrying out your school district’s mission statement but for also representing it. You are the person who is first rewarded with successes and who will be blamed for shortcomings. It is critical to create a personal brand that reflects both your school’s goals but also your personality and your leadership skills.

Communicating your brand is a practice in consistency, creativity and authenticity.

There is no doubt that you should have a Twitter account. In this digital age, a Twitter account is the easiest way for you to consistently share your message and your accessibility. This isn’t your school’s account but yours as the face of your school district. You should write your tweets yourself so that they are in your own voice.

(Coming soon, we’ll look at how to hone your voice for social media.)

But Twitter is just one way to communicate your brand. Do not rely on it exclusively. You are your brand every time you appear in public, every time you engage with a student or staff member. Infuse the same personality, openness and leadership in meetings as you do in one-on-one encounters.

When an opportunity to represent the school presents itself — as a speaker at a conference, in a radio (or podcast!) interview or in a newspaper editorial, consider both your district’s mission as well as your personal brand. What do you want your audience to take away? Finding a balanced blend between the key themes of your school district and your personal brand will help emphasize your message in a meaningful and memorable way.