Many colleges and universities are often hesitant to dive into the branding process. A common view is that such institutions shouldn’t deign to market themselves in the same manner as cars, shoes, or energy drinks. However, given today’s reality of shrinking state education budgets, exploding emphasis on STEM programs, and increasingly tech-centric modes of instruction, schools are facing more pressure than ever to clearly define their unique value proposition, learning environment, and student experiences in ways that stand out from the competition.
Savvy institutions know that effective branding is as critical to their ongoing success as great professors and modern facilities. To establish the foundation for a successful brand, it isn’t enough to assemble the administration and board of directors to brainstorm a cute slogan. A well-designed brand is built from the essence of the institution, and requires time and effort to discover the “truth” of the school, which is informed by the perceptions of students, faculty, administrators, alumni, and donors. Ultimately, these reveal insights that lead to a unique marketplace position that a school can own—and leverage to its advantage in communications that resonate powerfully with the kind of students who would thrive in its environment.
While every institution is unique in its own way, there are a number of fundamental principles to keep in mind that can benefit the branding efforts of any college or university. To learn more, check out this e-book.