“The best way to build a brand is to take a three-foot length of malleable iron and get one end red-hot. Then, apply it vigorously to the buttocks of the instructor who gave you this question. You want a nice, meaty sizzle.”
This was veteran Washington Post columnist Gene Weingarten’s public response to the question, “How have you built your personal brand over the years?”, as asked by a journalism graduate from Northwestern University.
It is similar to how I feel when I hear people talk about teachers as brands. Only yesterday, I witnessed advice from a high profile headteacher for teachers and leaders to “work on your personal brand” if you want to get ahead. The insistence that we must think about our brand rather than say, what we are teaching (or what we are leading on), is not just a distraction: it’s irresponsible.
It’s easy to read the rest of Weingarten’s…
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