Branding: Discover district's identity.

The article reports on the emergence of the value of branding at Community Consolidated School District 181 in Illinois as of November 2014. Topics discussed include the district's review of its communications history and of survey data to understand the community's perception of its strengths and unique traits, its research of branding and its role, and the process in shaping its brand. Also mentioned is the crucial step of creating the budget for the exercise.