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Keyword Archives: branding

Strategies for Personal Branding Success

Branding Strategies for Superintendents // Communications Expertise from Allerton Hill Consulting

February 12, 2016

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.

Posted in Community Outreach
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You Are Your Brand

Why is it important to build a personal brand as well as your school's brand? Communications for superintendents and schools from Allerton Hill Consulting.

February 10, 2016

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

At Allerton Hill Consulting, 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?


Read Next: Translate your personal brand identity into a concrete strategy for accessibility and engagement »


Posted in Community Outreach
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