An organization’s brand only becomes powerful — meaningful — when you communicate it. That was the message I gave at the Public Schools of Saskatchewan annual meeting in Saskatoon in June 2013. During the morning workshop I organized and facilitated, members created the framework for communicating and reaching out to those people and groups they need on side.

Members developed headlines for the Public Schools of Saskatchewan: If you’re really living your brand, what would the headlines be of your organization (remember, your brand is what others are saying about you)?

They also listed what behaviours will show others Public Schools is living its brand — If you’re really living your brand, how are you living it? What behaviours will tell others that you are your brand?

From this fun and interactive session, the school board had a framework for how to move forward and establish themselves.