Digital leadership allows schools to establish a professional brand in education by enabling them to use the brand power in the depicting a school positively using approaches that convey the achievement of the school besides the traditional test measures (Sheninger & Rubin, 2017). Digital leadership also allow schools to utilize the idea of positive educational experience, which in turn leads to accomplishment and gratification through a professional brand that conveys the message of the important things that schools engage in daily (Sheninger & Zhao, 2014). Besides, digital leadership prepares the leader to articulate a great professional brand and share it with the school community, the local district and the entire nation (Sheninger & Rubin, 2017).
The professional branding idea can be useful in informing the educational community about different matters. For example, a school leader can share the learned lessons with a bigger audience than just one school being represented (Sinanis & Sanfelippo, 2014). Professional branding idea can be used to share the solutions that the leader experiments with, develops and tests with the school community, the local district and the entire nation. Professional branding can also be used to support the development of professional practice. Professional branding allows a leader to reflect on and improve his or her practice (Sinanis & Sanfelippo, 2014). A leader can reflect on his or her past experiences and gain inspiration from past challenges. Past experiences can be used to improve leadership skills, to share ideas with others and to encourage the school community. A professional brand serves as a continuous documentation of professional experiences over time. Professional branding can also be used to engage a larger audience (Sinanis & Sanfelippo, 2014). Establishing a following for the brand helps to reach a global audience. A single message on a vital topic that impresses a reader can be shared with a larger audience across the world.
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References
Sheninger, E., & Zhao, Y. (2014). Digital leadership: Changing paradigms for changing times . Thousand Oaks, CA: Corwin, a SAGE company.
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Sheninger, E., & Rubin, T. (2017). BrandED: Tell Your Story, Build Relationships, and Empower Learning . Somerset: John Wiley & Sons, Incorporated.
Sinanis, T., & Sanfelippo, J. (2014). The power of branding: Telling your school's story . Corwin Press.
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