Rebranding Education
We’re flashing back to the ’80s this week. A decade known for big hair, extreme fashions, and the rise of cable television (and yes, I would still like my MTV).
The 80s produced major motion pictures that captured the magical years of being a teenager, which included The Breakfast Club, Back to School, Fast Times at Ridgemont High, and one of my all-time favorites, Ferris Bueller’s Day Off. And while there are countless quotable scenes from the movie, one that has risen above the rest (at least by internet meme standards) is everyone’s favorite Economics Teacher, Ben Stein, taking attendance. We all know the scene…
Bueller? Bueller? Bueller?
While a simpler time, any viewer can quickly see the lack of excitement and engagement pouring out of the students in Stein’s classroom.
The interesting aspect of this though is that the scene hit home for all of us. A feeling of being trapped in a classroom that could not possibly be more painful and irrelevant, watching the seconds go by on the clock until the bell rings like a knight in shining armor, sweeping you away to your next class, only to have to go back to this torment the next day.
Let me remind you that Ferris Bueller’s Day Off came out in 1986, yet that roll call scene is still relevant today. Does this pose the question, is education the worst branded industry on the planet?
The Secret Sauce
I’ve always felt that a school building is one of the least inspiring environments for students and teachers. The cold institutional concrete structure dating back decades, filled with a fluorescent lighting system that hums a sweet tune, long hallways that repeat classroom-lockers-classroom-lockers-bathroom-classroom, a factory-type bell system that signals when learning should start and stop, and if you're lucky, a mural on one wall that is supposed to represent the entire student body (dare we get into those awkward Middle School years where everything smells funky).
Does this picture sound familiar?
Well, it’s not exactly accurate.
The layout of the building may be outdated, the bell system absolutely needs to be removed, and the smells will always be funky (note to Middle School students: there is no amount of Axe Body spray that can replace a shower), but what we’ve failed to truly capture in education is the ability to share the magic that takes place within the four walls of a building.
Why is this the case?
To start, educators are terrible at sharing their accomplishments. Maybe this can be credited to the lack of training, opportunities to share, or even time, but I believe it’s something greater. It’s the mentality. Educators are constantly handcuffed by policy, one that lacks funding, training, and innovation. Because of these challenges, the traditional educator mindset knows there is a better way to do things but has accepted that change will never happen. Any other industry professional would be in an uproar if these were their working conditions and outlook. And here is where the main problem lies.
The differentiator between education and other industries?
Branding.
Branding creates identity. There’s a reason we all follow specific people on social media, why we wear specific clothes, and even why we eat specific foods. And while these areas of our lives might be entertaining, comfortable, and healthy, the reason we select one option over another is how they represent themselves. Branding creates an overall perception in the minds of the public, which is then influenced by marketing to create an emotional connection that differentiates one thing from another.
In education, there is one perception; outdated.
Branding 101
I’ve realized over the past few years that there are some educators who have figured this secret out. I’d estimate it at about 0.02% of the industry. These individuals have significant social media followings, are speakers at all of the big conferences, get book deals, and are weekly guests on every industry podcast.
The bigger secret though? Their work is no different than the majority of educators throughout the industry. Their advantage comes from their understanding of the community and how to leverage it to share their story. This is Branding 101.
And for an industry that bases itself on learning, here’s what the curriculum looks like:
Brand Image: the overall perception of the brand by the public, influenced by marketing and advertising, as well as the public’s experiences with the service.
Brand Positioning: the unique position the brand occupies in the public's minds, including values, target audience, and competition.
Brand Awareness: the extent to which the public is aware of the brand and its services.
Brand Loyalty: the extent to which the public is committed to the brand and its services, helping create a loyal community more likely to share and engage with the brand in the future.
Whether you are a district leader, building administrator, or educator these four branding pillars can counter the challenges of a complex and multifaceted industry, better known as education. Even more important, a brand can inject life into an industry that is in desperate need of inspiration and innovation.
Study up and conquer these challenges. I can’t wait to hear your story.
Connect with Evin on Twitter to learn more about his work.