Digital Leadership Chapter 7

In our reading of chapter 7 of Digital Leadership, Brand-ed Amy and myself were very interested in what Eric Sheninger had to say. According to Sheninger, a brand is your distinctive and positive presence in the digital world. Your brand is not your logo. Your brand is your reputation. This is what people think when they hear your name. There are 2 types of brand-ed thinking; professional branding and school branding. Professional branding is what you stand for and who you are. It is based on your core beliefs. The digital brand creates thoughts, beliefs, and opinions about who and what you are professionally. This is also how your are framing the opinions that others have of you as a leader. Either you can create that brand, or others will create it for you. As a digital leader your brand creates your ROI (Return on Investment) for your stakeholders. This is the means to get the "buy in" for your faculty, staff and community as the leader of the school. School branding is what is shared with the community. This is your way of delivering on a promise of excellence for educational "product and service". There are 4 factors that go into a school's brand: student achievement, quality of teachers and administrators, innovative instructional practices and programs and extracurricular activities.