Building a Lasting Identity: A Comprehensive Guide to Branding a University or Higher Education Institution
Today, the academic landscape is just as competitive as any business landscape. Amidst a crowded marketplace, universities and higher education institutions strive not only to attract students locally but also internationally, meaning higher education marketing - and more importantly, branding - is more crucial than ever before.
This article delves into the core of branding for universities and centres of higher education, highlighting its undeniable importance in today’s brand-orientated world. From prestigious campuses steeped in centuries-old traditions to dynamic online platforms reaching global audiences, we explore the profound impact of branding on an institution’s identity, reputation, and, ultimately, overall success.
Whether you’re an established school looking to flex your institution’s brand, a business school looking to establish a distinct identity, a college looking to boost student recruitment or a university looking to rebrand – this comprehensive guide has you covered.
Building identity and reputation: the role of branding in higher education
In today’s fiercely competitive academic landscape, universities and colleges are no longer merely educational institutions; they are powerful brands that shape the future of individuals and societies.
In our hyper-globalised world, young consumers have an abundance of options at their disposal. Similar to how young people can browse the internet to find the perfect restaurant that suits their preferences, students often find themselves with a wide range of options when selecting a place to study. Whether their focus is on rankings, course offerings, social aspects, or having a significant percentage of international students, those seeking a place to study will thoroughly analyse your institution to determine if it aligns with their needs and preferences – or not.
This is where branding comes in. Regardless of whether potential students, parents, or faculty interact with you during an open day, on your university website, or through social media, your distinctive brand must stand out amidst the clutter in every possible scenario and across all touchpoints.
Branding an academic institution goes beyond the simple act of drawing in potential students. It involves creating a distinct brand identity – bolstered by a comprehensive brand strategy – that creates a sense of belonging, loyalty, and pride. Universities, colleges and schools are no longer just centres of learning; they are institutions competing for the attention of prospective students, faculty, sponsors, and partners. Beyond their classes, sports centres, libraries, global networks and science facilities, universities and schools encompass a deeper essence defined by shared values, strengths, and traditions. These pillars underpin the very identity and uniqueness of each institution, giving them their differentiation and unique identity.
Essentially, college branding plays a vital role in forging a powerful connection and resonance with your target audience. Its impact extends beyond merely making your institution an appealing place to study; it becomes a genuine source of pride and association for everyone involved.
Whether your aim is to attract recent high school graduates or nontraditional college students, a robust and well-defined brand will help you reach – and connect with – your desired audience.
What is the goal of branding for universities and higher education institutions?
Branding a university or college is all about establishing a distinct and compelling identity for your institution – both internally and externally.
Through strategic and targeted branding campaigns, universities and colleges can communicate their unique vision, mission, values, academic programmes, and overall culture to various stakeholders – including prospective students, alumni, faculty, staff, and the wider community.
Whether it’s the desire for your institution to be renowned for its accessible pricing, incredible facilities or sports teams, or to boast a prestigious alumni network – a strong brand identity effortlessly weaves everyone and everything together.
Essentially, branding takes all the intangible assets of an institution and breathes life into them through digital assets, physical spaces, events, and marketing materials. In essence, it provides schools with a distinct personality and a shared sense of purpose, transforming what some might perceive as just another ordinary institution into a unique and appealing identity.
Be it through engaging print materials, case studies, user-friendly websites, or thoughtful design, branding establishes a sense of value and trust by consistently delivering on the brand’s commitment.
Effective branding doesn’t just enhance a university’s reputation, it fosters a sense of pride among its community. When a university successfully establishes a compelling brand image, it becomes a magnet for top talent seeking higher education opportunities. It also helps to attract top talent – both students and faculty – and boost potential partnerships, donations or philanthropic support. Essentially, establishing a robust brand is crucial for securing a prominent position in the minds of your audience and forging a strong connection with your target demographic – it’s that simple.
What is the difference between university or college branding and corporate branding?
Universities and colleges do function as businesses, where students pay substantial fees for the educational service they receive. However, unlike traditional corporate companies, higher education institutions are fundamentally experiential. Each student comes with unique backgrounds, situations, and aspirations. Really, there is no one-size-fits-all approach that caters to all students, and no institution can assure success for everyone.
While both higher education branding and corporate branding are essential for helping their respective organisations build strong brand credibility, connect with their target audience, share their unique brand story, stand out from the crowd, communicate their brand value and reflect their ethos, they are not the same thing.
Corporate branding tends to focus on promoting products or services to target customers, meanwhile, university and college branding revolves around creating a distinct identity for an educational institution. Corporate branding emphasises profit generation and market competition, whereas higher education branding centres on cultivating a deep and meaningful connection with diverse student populations and academic communities. Unlike corporate brands that aim for a broad consumer appeal, school branding caters to students’ specific educational needs, personal growth, and career aspirations, reflecting the institution’s unique values, mission, and academic excellence.
Here we explore a few more differences in greater detail:
1. Target Audience
- University Branding: Primarily, school branding targets prospective students, current students, faculty, alumni, parents, potential funders, and the local community. Essentially, anyone who might want to be part of the school, or already is. The goal of a university or college’s branding? To draw in and keep students and faculty, as well as connect with alumni to raise funds and get support.A successful branding strategy must begin with a deep understanding of your target audience. Each and every university caters to a specific student niche and discovering this niche is essential as it provides a focal point for your brand identity. Whether your branding campaign highlights your expertise in online courses or a world-class language programme, it is crucial to pinpoint your Unique Selling Proposition (USP) and tailor your brand to appeal to your target audience.
- Corporate Branding: On the flip side, corporate branding focuses on reaching out to consumers, clients, investors, employees, and fellow businesses. Their branding initiatives are geared towards boosting sales, fostering customer loyalty, attracting investors, and enticing top-notch talent to join their ranks.For corporate branding, knowing the preferences, needs, and behaviours of your target customers is essential when it comes to creating effective marketing strategies, product positioning, and communication campaigns. It allows corporations to tailor their messaging, design, and overall brand image to resonate with the specific demographics they want to reach. This understanding enhances customer engagement, fosters brand loyalty, and ultimately drives sales and business growth.
2. Emotional Appeal
- University Branding: Higher education branding often zeroes in on emotions tied to common values, a positive student experience filled with personal growth, intellectual development, community, and lasting connections. Education is a transformative journey, and by tapping into students’ emotions and aspirations, universities can create a sense of belonging and pride among both current students and alumni.Most importantly, students who feel emotionally connected to their university are more likely to be engaged, perform better academically, and could even become active and supportive alumni.
- Corporate Branding: Similarly, emotional appeal is vital in corporate branding, where the spotlight shines on emotions tied to the perks of their products or services – think convenience, quality, or innovation. Corporate brands strive to create a positive emotional bond with their brand, making customers valued, recognised and serviced.Critically, when customers feel emotionally connected to a brand, they are more likely to become repeat buyers and brand advocates, driving long-term success for the company.
3. Brand Experience
- University Branding: All brands rely on brand experiences to attract and retain customers. Universities channel their branding efforts towards creating an exceptional student experience, appealing to potential students, and establishing themselves as an attractive destination for both academic pursuits and professional growth. Ultimately, higher education institutions offer multifaceted brand experiences that revolve around education, personal growth, and community. It’s worth noting that some schools specialise in particular subjects, such as arts or sports. In these cases, these specific elements become vital in shaping the overall brand experience.While corporations may engage with customers on a transactional basis, the relationship between universities and their stakeholders is typically long-term, extending from enrolment to post-graduation, with potential lifelong connections as alumni.
- Corporate Branding: On the flip side, corporate brands focus on delivering customer experiences that align with their target audience’s persona. Whether it’s about adventure, convenience, or luxury, these brands ensure that their user experience perfectly caters to the distinct needs and preferences of their customers.
4. Brand Messaging
- University Branding: Brand messaging holds immense importance for both educational brands and corporate brands – acting as the voice of your organisation. Typically, schools or universities strive to convey their academic excellence, research accomplishments, vibrant campus life, and diverse extracurricular offerings to attract and engage students in their messaging. However, distilling their entire promise into a single tagline can sometimes prove to be a daunting task, leading many colleges and universities to resort to vague phrases such as ‘Ignite Your Potential’.Maintaining consistency is crucial, and ensuring that your university’s brand message remains consistent across all channels and touchpoints, such as the school website, marketing materials, and social media, is vital. This reinforces your university’s identity and delivers a cohesive brand experience for everyone involved. The benefits are multifaceted, as it fosters a strong sense of belonging and pride among students, faculty, and alumni, while also strengthening the institution’s community and support network.Similar to corporate brands, colleges and higher education institutions also have their own unique brand stories. Some institutions have a rich history spanning centuries, while others may be newer establishments built to cater to specific community needs. Regardless of your brand story, it is crucial to highlight the origins of your organisation, its achievements throughout the years, and the driving force behind its inception. Emphasising a strong sense of purpose in your brand narrative will make it even more compelling.
- Corporate Branding: On the other hand, corporations focus on communicating the unique value propositions of their products or services, including benefits, features, and how they address customer needs or pain points.In the corporate jungle, a strong brand message packs a punch, delivering the company’s values, mission, and unique selling proposition straight to the target audience. This powerful narrative weaves everything together, striking a chord with consumers, sparking emotional connections, and breeding fierce brand loyalty.
5. Brand Image
- University Branding: In the wild world of academia, universities, whether they’re smaller state universities or ivy league elites, need a brand that outshines their competitors and draws people in. It’s not just about looking good, but about embodying their true identity and values while catching the eyes of potential students, faculty, and partners alike.Creating a brand image for a university is an artful and strategic process. It all starts with a deep understanding of your university’s identity, strengths, and long-term objectives. From there, a clear brand positioning and messaging can be developed, effectively communicating your unique value proposition.This should go without saying but consistency plays a vital role in brand creation. Whether it’s your university website, social media presence, marketing materials, or campus signage, maintaining a coherent and unified brand image is absolutely imperative. The same can be said for being authentic and transparent. If parents or students notice and mismatch between what you say, and what you do – there’s a high chance you will lose their trust.
- Corporate Branding: Corporate brands recognise the vital role of their brand image in establishing credibility and fostering favourable perceptions within their industry and among their customer base.The focal point of the brand image typically revolves around the company’s offerings, which encompass a wide range of elements, including products, services, and overall business performance. By consistently delivering high-quality products and services while upholding their commitments to transparency and excellence, corporate brands bolster their brand image and engender trust among their stakeholders.Just as higher education organisations do, companies employ a multifaceted approach that involves various initiatives, such as targeted marketing campaigns, cohesive branding efforts, and innovative digital marketing strategies to ensure the effectiveness of their branding efforts.
6. Visual Identity
- University Branding: Universities and colleges take a unique approach compared to corporate brands. Their visual identity isn’t just about winning over customers; it’s about inspiring and nurturing the brilliant minds of their students and creating a tight-knit academic community.However, the traditional, family crest-style logos that many universities adopt might not always hit the mark. While they evoke a sense of history, they can also be perceived as outdated or uninspiring. If you’re embarking on the exciting journey of establishing a school brand, pay close attention to your logo design, colour palette, and typography – they speak volumes about your institution’s values and essence.Remember, your university brand should convey not just knowledge but also the strong sense of community that makes your campus a home away from home. Let your visual identity reflect the forward-thinking spirit and inclusivity that defines your institution. After all, a powerful brand image can be the key to attracting the brightest minds and creating a lasting impact in the world of academia.
- Corporate Branding: When it comes to corporate branding, it’s all about projecting a powerful and market-savvy image that oozes professionalism and profitability. How do they do it? Through a visually compelling identity that leaves its mark.Think clean lines, bold typography, and a limited but impactful colour palette. This combination isn’t just aesthetically pleasing; it’s a strategic move to captivate consumers and conquer cutthroat markets.
Building Strong Partnerships: B2B Branding for Universities
Universities don’t just operate as B2C businesses. They also engage in business-to-business transactions and often partner up with corporations, government agencies, and research organisations. Whether it’s collaborating on research projects, providing consultancy services, or offering specialised training programs – universities have firmly established themselves in the B2B sector.
While students return home for summer, many universities also rent out their student accommodation, allowing their empty spaces to become dynamic hubs for networking and knowledge exchange. From hosting conferences and corporate retreats to welcoming international guests, this strategic approach enables universities to discover unexplored prospects in the B2B sector, expanding their brand into fresh markets and reaching new audiences It’s a win-win.
Academic titans: the branding of two outstanding universities
1. The University of Cambridge
Cambridge University’s logo encapsulates a legacy that spans centuries, embodying over 800 years of academic excellence. As a symbol of heritage, this logo undeniably evokes a deep sense of pride among its faculty, students, and alumni.
At the core of Cambridge’s enduring success lies its dedication to cutting-edge research and innovation. Continuously pushing the boundaries of knowledge, the university remains at the forefront of modern academia, driving progress and advancements in various fields.
The university’s unique collegiate system is a cornerstone of its identity, nurturing a strong sense of community among students and faculty alike. By fostering close-knit academic communities within each college, Cambridge fosters a spirit of collaboration and camaraderie, enriching the learning experience and providing a support network that extends far beyond the school walls.
2. The University of Manchester
With great dedication, the University of Manchester strives to create a brand identity that is easily recognisable and undeniably genuine.
Choosing to prominently feature the date of its founding at the core of its logo, the university’s visual identity is imbued with its illustrious history, fostering a strong sense of legacy, pride, and community among its faculty and students.
Their colour choices of purple and gold – particularly purple – are uncommon in the educational landscape and instantly grab our attention, eliciting ideas of royalty and sophistication while also setting them apart as modern and contemporary.
Providing its brand guidelines with specific usage instructions online, the university ensures that its brand is consistently upheld across all touchpoints, at all times.
What is the best way to improve your university branding? Partnering with a branding agency of course.
Today, a university branding campaign is no longer a mere ‘nice to have’ but a necessity for institutions aiming to thrive.
Whether you are creating a new academy from the ground up or seeking to refresh your image, a compelling brand identity is essential for the growth and success of your institution.
At Studio Noel, we’ve worked with academic institutions of all shapes and sizes to help them establish their identity, propel their purpose and communicate their unique value. If you’re looking to start your own branding journey, we’d love to be a part of your first-class brand.