Analyzing the connotation of a brand school, we can easily find such three elements: the concept of running a school, the quality of education and the profound campus culture accumulated. Among the three, the concept of running a school is the soul of the school brand, the quality of education is the support of the brand, and campus culture is the sufficient strength of the brand. The idea of running a school is the concrete embodiment of educational thought. The idea of running a brand school should be advanced and unique, which other schools do not have. Without the guidance of advanced and original school-running ideas, it is difficult to form a real brand school. The quality of education is the quality of education with a certain character, or the quality of education in a school. The school's pursuit of education quality is embodied in the school spirit and motto. Campus culture is the sum of school spiritual culture, institutional culture and material culture. It embodies the school's personality and taste, contains the school's history and tradition, spirit and thought, and shows the quality and unique educational characteristics of school education.
The core competitiveness of the school is mainly reflected in hardware resources and soft resources. Hardware resources are the infrastructure and facilities of the campus, which is not a problem for most schools in economically developed areas such as Xiaoshan. Soft resources are the spiritual shaping and guidance centered on people and culture, which are unique and difficult to imitate.
Brand building is an important part of soft resources of school core competitiveness. When the school infrastructure in the same area develops to a certain height, students, parents and society will reduce their interest and consideration of hardware resources and pay attention to the connotation development of school and campus culture and reputation instead.
(A) Brand is the internal driving force of school soft competition.
A school has completed the communication with students and their parents in the process of development since the establishment of enrollment. Whether it is good or bad, intentionally or unintentionally, students and parents have formed a certain impression in their minds, and then this impression will be recognized by the society. This impression is the embryonic form of the brand. As a school, what should I say to the outside world It is about the strength and feelings of our school. The combination of strength and feelings is the comprehensive ability and cultural heritage of our school. The degree of comprehensive ability and cultural background determines the degree of social understanding of the school, and also determines the thickness of the school's reputation (brand) in social recognition. If the thickness reaches a certain level, a brand can be cast, and the brand will become the internal driving force for the school's soft competitiveness to be publicized.
(B) Brand is the eternal power of school soft competition.
The outstanding part of the school's core competitiveness is the result of insisting on a certain factor of hardware or software. Some schools haven't been running for a long time, but for students who don't teach badly, there are only teachers who don't teach well. For all students, all students insist on running schools, so that a good and harmonious teaching relationship and the growth of teachers and students in the same major become an important support for the school's soft competitiveness and a well-known brand school. To gain social recognition and leave an indelible mark, we need constant publicity, so these school-running ideas echo in our ears, and the names of these brand schools are branded into our hearts. Brand has become a factor of publicity and a signboard of the school's soft competitiveness. Without the persistence and continuous improvement of the school-running concept, education quality and cultural accumulation behind the signboard, the brand cannot be discussed.
(C) Brand is the expansion of school soft competition.
School brand building has begun to rise. Brand concept can increase competitiveness, achieve a breakthrough in the differences of similar schools and become a prestigious school. Brand will in turn expand the influence of schools. When the school's soft competitiveness produces a brand, the maturity of the brand begins to feed back the school's soft competitiveness. A good school brand image can create development opportunities for the school. A good school image is easily supported by society, trusted by parents and recognized by teachers and students. It can optimize and expand the survival and development space of the school, revitalize the school resources and win more development opportunities for the school. It is not only intangible spiritual wealth, but also can be transformed into tangible material wealth in an appropriate way, thus promoting the continuous optimization of schools in a virtuous circle. Under this brand effect, the school-running effect, the life growth effect of teachers and students, the family service effect and all social comprehensive effects will be clearly highlighted.
(A) determine the brand positioning
Positioning is life, we often say: positioning determines the position, thinking determines the way out.
When determining the orientation, you must consider what your school should and should not do. In order to find a correct brand positioning and establish a consistent vision, education managers must first change their thinking paradigm and management philosophy. An organization should be regarded as an organic combination of individuals with rich personality. We should respect and care about leaders and regard them as the source of knowledge, creativity and improving organizational ability! And let the school members fully participate in the process of creating, maintaining and developing the school vision. Only in this way can they be encouraged to regard the school vision as the lifeline of personal development and work enthusiastically and wholeheartedly to achieve the school teaching goals. Because teachers feel that they belong to a meaningful whole, they can realize the value they pursue through their own contributions.
The core of brand school construction is the values of people in the school. As a manager of a brand school, we must first have our own educational values, pay attention to the moral management of school educational values, and help members of the organization form values with the same vision. In this way, through the promotion of school culture and the establishment of the core values of educating people, the positioning of school brand truly conforms to the essence of education.
(B) to develop brand strategy
To build a school brand, we must turn the school strategy into the school image. Shaping a good brand image is to formulate specific implementation plans, steps and strategies that are conducive to a good organizational atmosphere and external environment for school brand building on the basis of scientific and reasonable brand positioning and careful analysis of its own advantages and specialties; From unique architectural layout, digital library, advanced laboratory and networked teaching management system to school emblem, school uniform, school song, stationery and information kit, the school's spiritual connotation and value pursuit are better conveyed to school teachers and students and the public through image symbols. In addition, a series of activities, such as public relations, exhibitions and publicity activities, were designed to spread these unified school-running ideas, school goals, school emblem, standardized words, standardized colors, communication supplies, personnel clothing, propaganda slogans and school image to school members and the public, and specific implementation measures were formulated. Brand name should be well designed, logo should be well planned, visual system, appearance image, brand association, personification association and quasi-materialization association should be considered, and design should be specially planned.
(C) to strengthen brand promotion
The establishment of school brand image should start from the inside. The excellent service and good organizational atmosphere of the school are the basis of winning public trust and reputation, and also the basis of a series of activities to promote the brand. School brand is not only a slogan and a written strategic plan, but also deeply rooted in the values of teachers and students. In the persistent practice of teachers and students, it is the overall cultural atmosphere of the school to show the school-running concept and spiritual outlook through natural actions. China's internal brand promotion is committed to branding every school member's every move, word and deed with the school spirit, which will even affect their life, thus becoming the most vivid disseminator of the school brand. Creating a good brand image requires the joint efforts of all school members.
The shaping and integration of the school image, external public relations is also essential. Proper brand promotion, such as setting up a special publicity agency and taking advantage of various opportunities, such as school celebration, exchange meeting, summary and commendation meeting, teaching and research reform, enrollment, graduation information release, etc., can make the society understand and care about the school. And make the school's achievements known to the government and the public, win greater popularity and reputation, so as to obtain all kinds of resources needed for school construction, as well as more recognition and support from the government and the public. The publicity and packaging of school brands should be carried out through various media and ways to achieve the expected purpose. In addition to making full use of newspapers, radio, television and other mass media, the network platform should also highlight its communication advantages.
(D) Pay attention to brand connotation
Shaping school brand with school culture and teaching quality. The connotation core of school brand is the cultural taste of school, and the process of cultivating unique school culture is also the process of building school brand. When you enter a school, the first thing you see is an external environmental culture, and then you will find the attitudes and ways of teachers and students in the school, which is the external expression of a school culture. Brand building is inseparable from the quality of teaching, that is to say, the core factor that constitutes what we call a brand is the quality of products. Without quality, there is no brand. Quality is not only the core factor of the brand, but also the fundamental logo of the brand. As an education aimed at human reproduction and re-creation, in the final analysis, it is the objectification process of goals. The goal is quality. School education is the objectification process of running a school. The process of objectification is also the process of brand formation. The result of objectification is reflected in the physical and mental development of teachers and students. So we can draw the conclusion that whether a school can become a brand school mainly depends on the physical and mental development level of its students and teachers, and the middle students are the most important. The students in one school are no different from those in other schools. What brand of school is it?
(E) Building brand teachers and students
Schools are places and activities for educating people. It is different from factories, hospitals, shopping malls, governments and any other organizations. Therefore, school brands and other organizational brands have different forms of expression. In a sense, the school brand is the owner's brand! People's brand image is the most convincing factor of school brand image. 1, whether a school is influential or not can be seen to some extent whether it has trained many excellent students. Excellent students are also a brand of school products. The image of successful students is the most vivid and direct embodiment of the school brand image. The quality of school spirit and discipline and the quality of education can be clearly seen from students. An old headmaster said with emotion: to evaluate the school spirit, discipline and education quality of a school, just stand at the school gate and watch the students go to and from school. Their manners and mental outlook can best explain the quality of school education and management. Students include not only students at school, but also graduates, that is, alumni. They always add luster to the school brand from different angles and in different aspects, or discredit the school brand. If a school's students do well in exams, win many prizes in competitions, be polite everywhere, always pay attention to social morality, and have many outstanding alumni, then the public will certainly have more praise and affirmation for the school. Why are Peking University and Tsinghua so famous? Where's the name? The name is on their students, not anything else. It is precisely because they have trained a group of outstanding students that these schools have become famous. Therefore, the wealth of a school lies not in its equipment and buildings, but in the quality of generations. The project of training famous teachers is very important for any school. Famous schools train famous teachers, and famous teachers make famous schools. It has become a consensus that whoever has high-quality teachers will have high-quality education. When people evaluate a school, they always pay attention to evaluating its teachers. Therefore, teachers' age structure, education background structure, professional title structure, teachers' professional quality, knowledge level, teachers' moral cultivation, teachers' interpersonal relationship and appearance all reflect the brand image of the school from different angles to varying degrees. Not only teachers, but also the image of the school involves every cadre and worker. From doormen to kitchen workers, from office receptionists to librarians in libraries and laboratories, their quality and work quality are closely related to the brand image of the school. There is no small matter in school education, and even serving tea, seeing off and answering the phone all reflect the quality of the school brand image. 3. Cultivate famous principals.
The headmaster is the soul of a school and the source of school thoughts. A good principal means a good school. In the process of building a brand school, the principal is undoubtedly the most important factor, because the image of the principal and his class, especially the image of the principal, is the key element of the school image. The principal is the legal representative of the school, who is fully responsible internally and fully represents the school externally. People often say: What kind of principal there is, what kind of school there is. As a social role, the headmaster's image is not only his own, but closely related to a school. Being a thoughtful and innovative principal is the premise of building a brand school. A brand school in the true sense is often the best interpretation of the principal's school-running thought. The principal's thought of running a school is not invented out of thin air, but is gradually clarified by the principal's foresight, sizing up the situation, fully considering and occupying the existing superior resources of running a school, and integrating the principal's unique personality. Looking at the development history of many famous schools, it is not difficult to find that there are one or several attractive and respected principals, so in a sense, famous schools make famous schools and famous schools make famous schools.
(6) Improve brand innovation.
If a school wants to maintain its brand and maintain its long-term vitality, it must constantly carry out brand innovation. In the process of becoming a brand school, there is no ready-made model to apply. Managers must focus on building core values and * * * vision according to the specific conditions of their own schools, and on this basis, form a cultural field that is consistent inside and outside and radiates from the inside out, and build a school cultural brand. However, this brand is not static. With the development of the times, brands should also innovate. Innovation is the inexhaustible motive force for schools to implement brand strategy. The so-called innovation is to gradually understand the perspective of predecessors' observation of things, think about the framework of problems, and constantly obtain the cognitive achievements left by predecessors, and then take this as the background, foundation and clue to reflect and criticize the thinking framework that they have established, and form another set of frameworks and paradigms that can better explain the world. This is the real innovation. Innovation is an extremely difficult process, and only talents are the main body of continuous reflection and innovation on organizations and themselves. Only by forming an innovative culture and actively influencing members' learning can school organizations develop continuously and surpass themselves, which is an inexhaustible motive force for a school to maintain a high-quality brand and develop continuously.
A good school brand image can enhance the educational vitality of the school. A school with beautiful appearance, good spirit, high quality and good reputation is itself a powerful educational force. Teachers and students in the meantime, in the long-term edification and infection, the behavior has been standardized, the mind has been cultivated, the quality has been continuously improved, and there is a positive reinforcement between them. In short, brand building has become very necessary in the current situation that educational resources are highly concentrated and educational supply and demand are beginning to reverse! Now is the best time to build a school brand. The competition in schools has changed from simple quantity competition to quality competition.