Why Do I Need a Personal Brand when I Have Worked So Hard to Create a Brand for My School?

At Allerton Hill Communications, we work hard with schools to create mission statements and actionable plans for growth and successful communication of those plans at every step of the way. The same careful attention that is paid to building a school’s brand should be paid to defining and managing your public identity, otherwise known as your “personal brand”.

As a superintendent, you are the primary voice of your school district. You set the tone and define the path that your district is going to take. In this age of instant access through social media, your students, staff and community-at-large aren’t only focused on your school’s brand & intentions. They also want to know who you are and what your intentions are. They want to talk with you and share their ideas. Creating & fostering avenues for access will not only emphasize your leadership skills but will open you up for critical feedback and valuable support.

Your personal brand is your statement about who you are and how you want your staff, parents, students and community to see you. Defining this is the first step you must take before you can begin to build a strong personal brand.

Ask these questions to start the definition process:

 • How do you want your staff, parents, students and community to describe you?

 • How does your staff, parents, students and community describe you now?
(Ask around — you’ll be surprised at how quickly and readily people are willing to share their thoughts!)

 • What are your key strengths and how can you use them to promote your school’s agenda?

 • What does leadership mean to you?

 • How essential is it to you to be perceived as approachable?


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