Branding is the process of shaping and building the image, identity, and positive perception of a product/service, company, or individual in the minds of consumers/clients.
Introduction
Branding makes ordinary products/services unique and easily distinguishable from competitors, aiming to be easily recognized, embedded in the hearts of the public, and possess a strong differentiator from competitors.
In the digital era, we do not just compete with fellow humans (competing), but must also coexist with millions of brand images (coexisting) that fill public and digital spaces every second. A strong visual identity and message confirm why consumers should choose you, not someone else.
You can compete and collaborate (coexist) in the market because of the reputation and brand value attached to yourself or your product.
Learning from the author's experience in assisting schools, the focus of this article is on school branding. School branding is closely tied to the image of the individuals within it, ranging from the principal, vice-principals, teachers, and educational staff to students; because they are the living representation of the school. A teacher and a principal are said to be doing Personal Branding. This means Personal Branding is the process of defining and promoting an individual's identity, values, and expertise in a way that distinguishes them from others. It is about creating a reputation that is trustworthy and resonates with the target audience over time.
Personal Branding encompasses everything from online presence (such as social media, websites, and blogs) to how we communicate, the values we offer, and the expertise we demonstrate.
A teacher and principal who realize personal branding is someone who not only understands this concept deeply but is also able to teach others how to create and manage their personal brands. They often act as consultants, coaches, or speakers who guide individuals to design brands that reflect their unique attributes and position them for success in their careers or businesses.
Becoming a teacher and principal who successfully performs personal branding requires a combination of self-awareness, strategic thinking, content creation, social media expertise, and relationship building. It is about understanding the importance of personal identity in a dense digital world and using that knowledge to guide others toward success. As the demand for personal branding increases, those who master the art of building a personal brand will not only distinguish themselves but also become influential leaders in this ever-evolving world.
Living Competitively with Branding
Living competitively with branding is a strategy of using self-image (personal branding) as the primary tool to win competition in the modern world.
In the digital era, competition is no longer just about who is the smartest or works the hardest. The winners are often those who are most recognized, trusted, and able to demonstrate their uniqueness consistently.
Example: Strong and captivating personal branding for regional leaders can be seen in the Governor of West Java (Dedi Mulyadi or KDM) and the Governor of North Maluku (Mrs. Sherly Tjoanda) through populist approaches and authentic closeness with citizens. Both utilize social media effectively to build an image of leadership that is caring, transparent, and responsive to problems in the field.
Dedi Mulyadi (Governor of West Java):
A down-to-earth leadership style, known for being close to the common people through unscripted visits without rigid protocols and a relaxed interaction style. The "Content Governor" strategy utilizes video documentation when going directly to the streets or helping poor citizens to show real action in handling social issues. Often openly raises issues of damaged infrastructure, education, and bureaucratic efficiency in the public sphere.
Sherly Tjoanda (Governor of North Maluku):
A symbol of resilience and empathy, appearing as the first female governor in North Maluku with a narrative of sincerity, inclusive leadership, and strength in facing past personal grief. Affirmation of a dual role that harmoniously blends her identity as a mother and a regional leader in her public communication and social media. Directs personal branding toward regional priority issues such as education, information transparency, and cultural closeness with the island community.
Examples of strong and captivating personal branding for private elementary school (SD) principals can be read from the profiles of each elementary school, such as the principal branding at SD Muhammadiyah I Gresik led by Eka Mei Tasari, S.Pd., or other Muhammadiyah principal examples focusing on transformational leadership, consistent religious values, and closeness to the community. The main elements of Muhammadiyah elementary school principal branding display a religious, friendly, and exemplary (uswatun hasanah) leader figure in character habituation. Communicative and collaborative, namely actively building communication channels with parents, the community, and being active in forums such as Foskam (Forum Silaturrahim Kepala SD/MI Muhammadiyah). Carrying out creative, child-friendly school programs that combine the national curriculum with Muhammadiyah values.
Activity on Social Media by utilizing digital platforms (such as the school's Instagram and local news outlets like PWMU.co/Tagar.co) to display an energetic principal figure who is present at every student activity and responsive.
Another example is the Branding of Elementary School Principals under the auspices of the Integrated Islamic School Network (JSIT), which focuses on forming an image of a religious, professional, innovative, and communicative leader. As the captain of an Integrated Islamic Elementary School (SDIT), the Principal is not only an operational manager but also the main figure (icon) for ensuring the quality of integrated Islamic and general education.
The following are tactical strategies for building a strong SDIT Principal personal branding that is aligned with the values of JSIT Indonesia:
1. Core Identity Pillar (Core Value)
School branding must be rooted in the distinctive characteristics of Integrated Islamic educators by being a role model for worship, noble character, and discipline for teachers, students, and parents. Capable of solving school challenges with a consultative approach and Quranic values, mastering educational technology developments without losing the roots of Islamic values.
2. Branding Strategy in the Digital Era
JSIT Indonesia emphasizes the importance of maximizing social media to spread school excellence. The Principal must take an active role in the digital space. Use professional accounts to share thoughts on children's education, leadership, or inspirational quotes. They often upload documentation when greeting students at the school gate, leading joint prayers, or when discussing with teachers. Writing short articles or opinions on the school website or personal blog regarding fun SDIT learning methods.
3. Public Communication and Community Closeness
The Principal is the main bridge between the school and stakeholders; becoming a speaker in parent/committee meeting forums periodically to build trust. Opening friendly communication channels for complaints or input from parents in a structured manner. Active in city/regency level JSIT activities and maintaining good relationships with the local Education Office.
4. Strengthening Signature Programs
The principal's image will be stronger if it is directly linked to the school's real achievements as a pioneer of unique programs, such as the integration of science with tahfiz (typical of SDIT), language classes, or children's leadership programs. Routinely giving awards to outstanding teachers, which shows the principal is a supportive leader.
5. Professional Appearance and Attitude
Always appearing neat, clean, and wearing clothing that is in accordance with the syar'i corridor and the JSIT uniform identity.
With the two personal branding examples above, we get an illustration of strategies to win competition. So, personal branding requires them to focus on the uniqueness of themselves or their products that are difficult for others to imitate. Using the same colors, logos, and language styles across all media. Delivering stories (storytelling) at school with their level of understanding. Prove quality consistently so that stakeholder trust is formed naturally.
Living Coexistently with Branding
The concept of "living coexistently with branding" refers to the modern reality where we cannot escape branding, both in positioning ourselves in society (personal branding) and in how we respond to products/services, social media, and daily digital lifestyles. We build collaboration, maintain reputation, and integrate with the digital ecosystem. Branding is not to bring down opponents, but to create shared value (value creation) to remain relevant.
A harmonious way to coexist with other school brands is to focus on collaboration, not competition that brings each other down. The world of education is not a market fighting over the same cake, but an ecosystem to complement each other through their respective uniqueness by:
1. Find the School's Unique Selling Proposition (USP)
Try not to imitate the identity of competitor schools; you can look for a unique educational niche that they have not yet worked on. If other schools excel in academics, we can focus on character-based school branding, tahfiz, sports, technology, or arts. Let the public know that the school offers added value that other schools do not have.
2. Establish Inter-School Collaboration
Joint branding will actually raise the image of both parties in the eyes of the general public.
Hold sports competitions, art exhibitions, or joint try-outs with competitor schools. Create activities for sharing learning methods or technology training between teachers from both schools.
3. Use Healthy Communication Strategies
When communicating school excellence on social media or brochures, maintain ethics.
Publish student work, alumni success, and school facility quality without comparing them to other schools. Avoid sarcasm or black campaigns that bring down the image of neighboring schools in the public space.
Hopefully, this article can inspire leaders of institutions/organizations, both formal and non-formal, to compete and coexist with branding.
Moch Suberi, non-permanent lecturer at STIEKIA & Mentor for SD-IT, SMPI-IT Insan Permata.
