The Art of Academic Identity: A Comprehensive Guide to Higher Education Branding
Branding plays a crucial role in all business models and serves as a vital driver of success for businesses operating in any market or industry. When it comes to educational institutions, branding is every bit as important as a strong syllabus, knowledgeable faculty or impressive facilities.
A strong brand in the education sector not only communicates the distinct values, personality, and ethos of your institution but also has the power to differentiate your brand – positively. With a wealth of options available today, academic institutions face the challenge of distinguishing themselves to attract prospective students and parents, boost staff retention, solidify their reputation as a leading organisation, and ultimately increase those all-important enrolment figures. For higher education institutions, developing a clear and well-defined brand strategy is paramount.
But how do you create a compelling brand strategy for a higher education organisation? In this comprehensive guide, we will delve into the core of educational branding. From crafting compelling mission statements to developing captivating visual identities, this ultimate guide explores the essential components of an engaging brand strategy in the world of education.
Whether you’re an established institution looking to revitalise your existing brand image or a new school, college or university aiming to build one from the ground up, this guide provides you with the knowledge to create a brand that leaves a lasting impact on the educational landscape.
What is the purpose of higher education branding?
Prospective students (and parents) are constantly searching for suitable study options, whether they want to specialise in a specific field, develop their professional skills, pursue their passions, or simply achieve the necessary grades.
Establishing a strong brand is crucial for educational institutions to create a distinct and recognisable identity, which in turn attracts prospective students, boosts enrolment figures, and fosters a positive perception among students, parents, staff, and the community at large. By cultivating a robust brand, organisations can enhance their reputation, build trust, and appeal to potential students and families. It’s a win-win.
A well-defined brand effectively communicates an institution’s unique selling points, prospectus, and educational philosophy – establishing a distinctive and memorable identity for the institution, and boosting that all-important organic brand recall.
Strong branding also enables organisations to effectively convey their brand messaging to a wider community – including potential partners and stakeholders. Essentially, when a school, college, university or academy has a brand that really stands out, it can attract support, funding, and partnership opportunities. This helps the institution achieve its goals and offers even better educational experiences.
Importantly, educational branding can foster a sense of pride and belonging among students, alumni, faculty, and staff. By establishing a community and shared identity, a strong brand can create a positive organisational culture that people are genuinely proud to be associated with.
Creating a strong brand in education – what you need to consider.
Creating a distinctive brand identity that deeply resonates with stakeholders – whether they’re students, parents, research partners or staff – requires a strategic approach.
Getting the right branding to represent your business is crucial, so if you’re an existing brand seeking to refine your image, don’t shy away from the concept of a rebrand. A deliberate rebranding process can greatly benefit educational organisations, elevating their reputation, drawing in fresh students, and cultivating trust and credibility. You really have nothing to lose and everything to gain by dedicating some time to get your branding right, ensuring that it honestly and authentically reflects your institution.
Strong branding is always driven by a deep understanding of your institution – its values, objectives, audiences, brand positioning and mission. Whether you’re a new brand or an existing educational giant, we always recommend conducting a brand audit to evaluate your brand’s position in the marketplace, its strengths and weaknesses, and how to strengthen it.
In simpler terms, conducting a brand audit means taking a close look at how your brand is doing in the market. It helps you understand what your brand is good at and where it could improve. With these valuable insights, you can make smart choices about how to make your brand even stronger and make the most of its opportunities.
What are the steps to branding a higher education institution?
1. Define your mission, values and positioning statement.
Always start by clarifying your institution’s mission and core values. What is your purpose? What principles do you want to uphold? These answers are the building blocks of your brand and should be the guiding force behind all your branding efforts.
Your positioning statement should concisely summarise your brand promise. Think of it as your tagline. This statement should make an immediate impact on prospective and current students, resonating with your target audience and encapsulating the distinctive essence of your brand. It’s the first impression that matters, so make sure it captures the essence of what makes your institution special.
2. Position your brand.
Many people often mistakenly believe that a brand is just a logo, but in reality, a well-crafted brand strategy, positioning, and identity can inspire, excite, and unite a group of individuals under a shared vision. When it comes to academic institutions, brand positioning should be an integral part of their business development strategy. It plays a vital role in maintaining a high demand for enrolment, increasing the number of first-choice applicants, and attracting more applications.
Ensuring that your brand remains relevant and makes a positive impact on the local community’s perceptions is crucial for sustained growth. Even if your institution achieves excellent academic results, if the local perception is that you are less academic or less innovative compared to competing institutions, then you have a serious branding challenge to tackle.
Brand positioning needs to be taken seriously. It is the defining factor that distinguishes your institution as the top choice rather than a secondary option. It determines whether you have a committed team of staff or struggle with recruitment. Most importantly, it establishes whether your reputation flourishes or falls behind in the face of emerging competitors. Brand positioning is not a trivial matter; it is an absolute priority.
3. Define your purpose and promise.
Crafting a compelling brand promise is essential for showcasing the distinctiveness of your institution. Essentially, this is your chance to showcase what your organisation is all about.
By defining what sets you apart, you can highlight the advantages and benefits students can expect from their educational journey with you. Whether your focus lies in online courses, innovative teaching methods, a specific field of study, or creating a supportive learning environment, your brand promise should serve as the guiding principle behind your marketing strategy and overall higher-education branding or university branding initiatives.
Institutions of education today not only compete for talent but also with businesses that lure education staff away from the sector. Despite this, academic organsations have a unique advantage in the age of purpose-driven brands. After all, what could be more purposeful than shaping and educating young minds?
A strong brand today requires a compelling narrative and a purpose beyond profit, both of which academic institution possess in abundance. So, when you’re developing your brand purpose and brand promise, make sure you explain how your organisation a profound impact on children’s lives, how teachers exert influence, and what teachers can gain from their work.
Take the necessary time to ensure that your purpose genuinely reflects your institution’s values and mission. It is crucial to be authentic in your messaging, as any disconnect between your words and actions can undermine your brand’s credibility and reputation among parents and students.
4. Create a compelling visual identity and harness the power of digital platforms.
While some schools, colleges or universities may underestimate the significance of a strong visual identity compared to a robust brand promise, the reality is that, in today’s brand-driven world, compelling visuals are essential for cutting through the clutter. Effective design plays a pivotal role in establishing a distinctive brand identity, and brands must invest time and effort into ensuring that their visual elements – such as their logo design, colour palette, website design, signage, and brochures – accurately reflect their brand essence. For example, if you feel that your logo doesn’t represent your institution, it could well be time to get to work on a new logo.
Remember, strong visuals complement a strong brand promise. By investing in a compelling design that authentically reflects your organisation’s values and aspirations, you establish a visually captivating brand identity that resonates with your stakeholders and helps your institution stand out in a crowded educational landscape.
Communicating your designs internally is of utmost importance. Developing a comprehensive brand style guide or set of brand guidelines is essential as it provides clear instructions to your staff regarding the specific usage of your brand elements. Essentially, these guidelines provide a framework for consistency and differentiation that encompasses all aspects of your brand elements. From web design to marketing materials – this document ensures that all of your brand elements are, well, on brand and helps maintain the integrity of your brand’s visual identity.
In today’s digital era, a school’s website and social media channels have become vital platforms for conveying the school’s message to prospective students, parents, and talent. While users may have heard of your institution before visiting your website, their experience can either reinforce or dispel their initial impressions. Your website should effectively engage parents, prospective talent, and older students and showcase everything your institution has to offer. These users won’t just be looking at your website, they’ll be comparing you to countless other educational centres – so make sure you stand out – for the right reasons.
5. Hone your brand personality and craft your brand message
When it comes to educational branding, it’s imperative to craft a brand personality that appeals to your target audience and honestly captures the essence of your brand. How would you define your brand’s personality? What adjectives would you use? Whether you’re welcoming and supportive, full of specialist opportunities, vibrant and diverse or non-traditional, spend some time really crafting a personality that centres on your unique attributes.
Develop clear and concise messaging that communicates your brand’s value to your target audience. Highlight your unique selling points and address the needs and aspirations of your students or beneficiaries. Your message should be memorable, inspiring, and consistent across all channels.
6. Own your brand story.
This is what will attract families, students and stakeholders, increase enquires and make your school, college or university a desirable place to study or work. It’s all about knowing which stories to tell, using the right language to do so, and the right tone to attract the desired audience.
The key is to humanise your brand and develop a face for it. People are always looking for a reason to believe in you and testimonials are a fantastic way to establish trust and reassure your audience that you’re worth their time. Whether they’re from parents, students, teachers or alumni – it’s wise to gather testimonials for a broad range of topics, to help you broaden your appeal.
But your brand story goes beyond collecting testimonials – it’s about the stories you share on social media, the newsletters you publish, the research you fund, and the blog posts you write. Essentially, it’s the culmination of the stories you share both offline and online.
7. Communicate and connect.
From your newsletters to email signatures to your website homepage and signage and boards – your communication style should be consistently engaging.
It’s also important to flex your communication muscles and involve yourself in community outreach. Why not demonstrate your commitment to education by participating in community events, partnering with local organisations, or offering educational resources to the broader community? Not only will this help to build brand recognition and goodwill, but most importantly, allows you to foster positive relationships within the community.
Building strong relationships with students, parents, faculty, staff and other stakeholders not only ensures that you understand their needs and aspirations but creates unique opportunities for dialogue, understanding, and collaboration. This, in turn, helps cultivate positive relationships that extend beyond the boundaries of your institution.
8. Engage your staff.
It’s no secret that the education sector is under pressure today. The emergence of new institutions equipped with modern facilities has intensified competition, while the ongoing struggle to recruit and retain talented individuals presents constant challenges. With this in mind, it’s more crucial than ever to define and effectively communicate your unique culture.
Business leaders are increasingly recognising the significance of internal engagement and the subsequent benefits it brings, such as improved productivity and return on investment. Regardless of the industry, any branding initiative must have its roots within the organisation itself. For academic organisations, this entails actively involving students, parents, and staff in the branding process and utilising their insights to shape every aspect, from design choices to strategic decisions.
A strong brand can instil a sense of pride among teachers, motivating them to choose a career path that positively impacts the lives of children. A robust brand can also contribute to enhancing the overall culture of the organisation, fostering increased engagement, and delivering value to the individuals involved.
Three inspiring academic branding examples from around the world
1. The University of Oxford
Consistently ranked as England’s top university, the University of Oxford’s branding establishes it is a prestigious and historic leader, which takes in the world’s highest-achieving students.
The Oxford brand is centred around prestige, a rich history, world-class facilities and expert faculty. Consider its logo, with its depiction of two crowns and Latin motto ‘Dominus illuminatio mea’ meaning ‘The Lord is my light.’ This logo represents the university’s long-standing history and commitment to knowledge and enlightenment.
Attracting the world’s top talent, the University of Oxford’s branding emphasises excellence and prestige. Its association with world-class research, groundbreaking discoveries, and esteemed faculty members resonates with students, academics, and the general public – just consider how their medical school participated in the COVID vaccine research.
With a consistent and cohesive visual identity that extends beyond graphics and colours and is upheld by historic architecture and centuries-old traditions, the University of Oxford’s brand has achieved global recognition and respect, attracting top-tier students and teachers from around the world. Its branding communicates a sense of authority and excellence, making it a desirable choice for those seeking a world-class education.
2. United World Colleges
With multiple locations all over the world, United World Colleges (UWC) is a network of international schools promoting peace and sustainability through education and cultural exchange. With 18 schools and colleges across four continents, its branding focuses on unity, diversity, and global collaboration.
With a focus on building a community of role models that inspire positive change all around the world, their logo features interconnected globes, representing different cultures coming together. Meanwhile, the vibrant colours and diverse imagery used in their promotional materials emphasise the multicultural and inclusive nature of their educational programs.
Known for their accomplishments in various fields, including politics, the arts and social entrepreneurship and academia, UWC has a large and active alumni network across the globe. Providing a strong and enduring sense of community and support to its current learners and alumni, UWC ensures that its brand remains relevant in the lives of its students and enhances its brand value and reputation.
3. Central Saint Martins (CSM)
Part of the University of the Arts London, Central Saint Martins is renowned for its cutting-edge programmes in fashion, fine arts, design and the performing arts. Building a brand around pushing the boundaries of artistic expression, the school’s end-of-year shows are highly anticipated and well attended.
Dedicated to nurturing individual creativity and innovation, CSM’s brand identity emphasises experimentation and creativity. The school’s graduates have also made a significant impact in the creative industries, solidifying CSM’s position as a powerhouse for nurturing and launching the careers of talented artists and designers.
Empowering Educational Branding
Establishing a strong brand is critical for educational organisations aiming to differentiate themselves and provide unique value to their students. Your school’s brand acts as its introduction to the outside world, shaping its identity and ensuring a lasting impression. By emphasising the unique qualities of your institution and presenting a cohesive and enticing message, you can cultivate a brand that remains relevant to students for years to come.
Feel free to contact us to kickstart your educational branding journey – no matter what stage you’re at.