Why Every Head of School Needs a Personal Brand

Oct 6, 2025

In this engaging discussion, Josh Clark, Head of Landmark School and expert in dyslexia, reveals how school leaders can leverage a personal brand to enhance their institution's visibility. He shares his journey from AI enthusiast to a powerful storyteller, emphasizing the importance of authentic communication. Josh highlights the balance between external engagement and internal leadership, and why embracing an entrepreneurial mindset is crucial for heads of school. He offers practical advice on starting small and effectively sharing a school's unique narrative.

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INSIGHT

LinkedIn As An Expertise Multiplier

LinkedIn became Josh Clark's primary platform to discover and share expertise about AI and education.
He used that discovery to amplify Landmark's reputation and niche expertise.

INSIGHT

Head Of School As Chief Storyteller

The head of school functions as the institution's chief storyteller and can extend that story beyond campus.
Josh frames his messaging as serving a larger narrative about dyslexic learners, not just Landmark alone.

ADVICE

Partner Closely With Communications

Partner with your communications lead to translate ideas into consistent posts and a manageable schedule.
Let your communications colleague distill your raw thoughts into audience-ready content.

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➡️ https://www.moonshotos.com/why-every-head-of-school-needs-a-personal-brand

This episode of the Independent School Moonshot Podcast is sponsored by Blackbaud.

Blackbaud helps independent schools unify admissions, advancement, academics, and finance so leaders spend less time chasing data and more time leading. Visit blackbaud.com to learn more.

What does it look like when a head of school builds a personal brand that amplifies the school’s reputation? In this episode, Josh Clark, Head of School at Landmark School, shares how he has amplified the school’s visibility by intentionally developing his own professional presence as an extension of the school’s mission. From LinkedIn engagement to speaking and thought leadership, Josh shows how a strong head of school brand can serve as a multiplier for institutional awareness and impact.

He discusses how he partners with his communications team, how his experience with dyslexia informs his authentic communication style, and why heads of school must embrace an entrepreneurial mindset. Building your personal brand as a head of school, Josh explains, can elevate your school’s credibility and influence far beyond campus.

If you’re a head of school wondering how to position your brand, how to find your voice, share your school’s story, and balance external visibility with internal leadership, this episode is for you. Josh offers practical, authentic advice on how to start small, partner with your communications team, and show up consistently in ways that align with your school’s values and goals.

What You'll Learn from Josh Clark:

Heads as storytellers: The head of school isn’t just a leader but the chief storyteller for the institution and its broader mission.
External presence fuels internal impact: Speaking, posting, and networking externally can strengthen internal conversations and strategy.
Partnership with communications staff is key: Having a trusted colleague translate ideas into posts ensures consistency and rhythm.
Entrepreneurial mindset matters: Today’s heads must think like entrepreneurs, embracing uncertainty and finding inspiration outside the normal independent school circles.
Brand awareness drives enrollment: Building thought leadership makes families view Landmark like a “teaching hospital,” a place where expertise is generated, not just applied.

Recommended Next Steps

Audit your school’s communications strategy to ensure the head is visible as the chief storyteller.
Schedule weekly or biweekly syncs with communications staff to align ideas and messaging.
Encourage heads and leadership teams to engage on LinkedIn by sharing insights tied to the school’s expertise.
Identify external conferences outside the education sector where your leaders can learn, connect, and share.
Track how thought leadership activities correlate with inquiries, advancement opportunities, or partnerships.