The Future Ready Framework

Community Partnerships

District Brand

Branding is defined as the marketing practice of creating a name, symbol, or design that identifies and differentiates a product from other products. It’s critical that our schools develop a brand as well, and that the brand represents visionary thinking and 21st Century learning. The brand should be transparent to all members within the organization—they must all be telling the same story, one that they believe in and stand behind.
Investigating (0-3) Envisioning (4-5) Planning (6-7) Staging (8-10)
District leaders research models for establishing a brand. They survey the community to gather information on current perceptions of the district. District leaders conduct focus groups and interviews related to the story that various constituents want the brand to convey. District leaders develop a comprehensive plan to define the brand and use the Internet and interactive multimedia to develop the brand. District leaders develop the web structure for the branding and the initial content for the brand. Their model includes opportunities to refresh continuously the stories that represent the brand.