One core principle we must remember as we seek to effectively project our brand into the community is that people power brands. Brands are made or broken by human encounters that either advance or erode brand promises. Passionate employees (administration, teachers, aides, office personnel, custodian) and passionate customers (parents/students) power great brands. There is an order to this: passionate employees help create passionate customers. As we develop brand understanding, enthusiasm, and commitment within our school, customer understanding, enthusiasm, and commitment will follow. Most Lutheran Schools already do a fine job in this area, testified by the many enthusiastic parents who share our schools with others, but we can continue to do better, and we should never rest on our laurels. One failed interaction, an encounter that is negative and contrary to our brand, does far more damage than any single positive interaction.
A great brand name, logo, promise, and communication program are essential ingredients for brand success, but we also need brand champions, beginning with the leader of the organization and including every single person who affects the consumer's experience with our offering. Thus, the administrator/principal is always on the hot spot, and needs to eagerly look to engage in positive, brand-true interactions and relationships with all he or she encounters, working to encourage the same in everyone else. That is also why the administrator should encourage others on staff to work with him or her in holding everybody accountable. The way branding impacts the success of school ministry is simply too important for anyone to turn a blind eye to behaviors or issues that run contrary to the Lutheran school brand. If you see a colleague, or even a volunteer, interacting with others in a way that "just doesn't fit" with the environment your school strives to present as part of the Lutheran school experience, bring it up to the person in a spirit of love and care, both for them and for the success of your ministry.
A great brand name, logo, promise, and communication program are essential ingredients for brand success, but we also need brand champions, beginning with the leader of the organization and including every single person who affects the consumer's experience with our offering. Thus, the administrator/principal is always on the hot spot, and needs to eagerly look to engage in positive, brand-true interactions and relationships with all he or she encounters, working to encourage the same in everyone else. That is also why the administrator should encourage others on staff to work with him or her in holding everybody accountable. The way branding impacts the success of school ministry is simply too important for anyone to turn a blind eye to behaviors or issues that run contrary to the Lutheran school brand. If you see a colleague, or even a volunteer, interacting with others in a way that "just doesn't fit" with the environment your school strives to present as part of the Lutheran school experience, bring it up to the person in a spirit of love and care, both for them and for the success of your ministry.