District Administration January 2020 - 18

MarketingMatters
Enhancing your school's
restorative justice practice
Through branding's 'Rule of Three,' you can leverage positive relationships,
behavior and culture in the school community 
By Trish Rubin

T

hanks to the GMC automotive
brand, you may know the "Rule
of Three." Based on neuroscience and used in the TV commercial
with three trucks, the rule employs three
words, phrases or ideas. Why do marketers use it? The brain likes the number
three. It's a foundation for delivering
brand impact. In the case of the carmaker's ad, the rule influences purchase
behavior. If you missed it, I suspect you
are already unconsciously influenced by
Nike's "Just Do It" campaign.
Move over business
What does advertising have to do with
education leadership? Today's school administrators are using marketing strategies, including the "Rule of Three," to
communicate school brand and positively influence behavior.
Here's a case in point. It's not found
on one of your 500 TV channels, but it
could be in your school. Your restorative
practice implementation is a natural
partner for a school brand effort.
Restorative practice focuses on behavior and community. Brand development impacts behavior and community.
These are two different school practices
that can be powerfully blended using a
"Rule of Three" framework.
In the words of New York City
education consultant Judith Wilson:
"Branding a restorative justice program
powers the why of the program. Its

DAmag.me/restorative
18 | January 2020

Your restorative practice
implementation is a
natural partner for a
school brand effort.
name, in two words, tells the what. But
connecting a branding why through the
power of three deepens the program's
value to the school community."
During a recent leadership training
session, principals leading restorative
justice practice at their schools examined the concept of school brand using
"Image, Promise, Result."
Marsha Elliott, the New York City
Department of Education's senior
administrator for school culture and
climate, put it this way: "Branding
begins with building relationships of
trust, authenticity, loyalty and transparency. These are not only foundational
for building a whole school brand, but
they personally connect to restorative
practices. By having students build their
own personal brands, they can positively relate to their own communities."
'Image, Promise, Result' in action
Interested in refreshing the efforts of
your school's restorative practice implementation? Understanding "Image,
Promise, Result" is the first step.
* Image: Brand image is about
perception. Every successful brand, or
school, is clear about its core values. A
restorative program trains students in
a proactive way to understand and formulate their own visions and goals. By

asking "How do you want people to see
you?" and "What messages are you conveying?" you start developing powerful
brand awareness in students.
* Promise: Brand promise delivers
exactly what audiences expect. A successful brand takes its promise seriously
and delivers on it. Restorative justice is
about defining and delivering on agreements and social contracts in an organic
way that expresses values, wants and
needs. When the promise is broken,
as can happen with corporate brands,
repairs are necessary through repositioning the brand and showing true value
and accountability. This is also a tenet
of restorative justice practice. Positive
change is maximized when an agreement-the promise-is kept.
* Result: Brand result is about transparency. A brand gives people something
to believe in, and the best brands take
responsibility. Any brand that doesn't
quickly loses business. Restorative justice
is all about taking responsibility. The
ability for those in the program to communicate, to confess, to repent or to ask
for forgiveness mirrors what all legacy
brands have done for years.
An additional benefit: shared storytelling. "It's a natural way to form
bonds even when a connection has been
broken," says Elliott, of NYC DOE.
"In restorative practices, a story creates
empathy." DA

Trish Rubin is a marketing instructor
at Baruch College in New York and the
author of BrandED: Tell Your Story, Build
Relationships, and Empower Learning.
DistrictAdministration.com


http://www.DAmag.me/restorative http://www.DistrictAdministration.com

District Administration January 2020

Table of Contents for the Digital Edition of District Administration January 2020

District Administration January 2020 - Cover1
District Administration January 2020 - Cover2
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