The importance of creating the right branding and identity for your institution

We are living in the era of the ‘university brand’; a critical tool for attracting prospective students, new sources of funding, top level academic talent and forging industry links.

Today’s universities and business schools must stand out from the pack in new ways. The sector’s growth over the last quarter of a century has led to a level of competitiveness that goes beyond rankings and admission rates. Very few can rely on prestige alone and the rest must and must search for ways of making their university experience appealing.

In many parts of the world, such as the UK, university fees are set to rise and will lead students to question whether the debt burden of a degree is worth it. This dynamic is ushering in a new phase of the university brand – one where the stakes are higher, where return on investment (ROI) is more important than ever and where the business of educating and inspiring future generations goes hand-in-hand with encouraging prospects to apply, long before the lecture halls are filled.

Find out what you stand for and own it

University and business school brands are different from those in other industries because they play with multiple unique variables simultaneously.

Reputation remains a big one: what does it say about someone to hold a degree from a certain institution? Hard metrics, such as drop-out rates, future earning potential and employability, are also critical. Another factor is the uncontrollable influence of location and this is all before we even get to the question of what a university offers, academically or in terms of student experience.

However, what every university brand can do is zero in on what they stand for. That means what the institution believes in as a brand, its unique culture and how it delivers it like no other.

Take Edinburgh Napier University, for example. An institution with high levels of student satisfaction, top quality education, but facing the challenge of being the third-most prestigious institution in a world-renowned city. Napier needed people to choose Napier, rather than simply find themselves there as a second or third choice.

The university had to look beyond the tried and tested narrative to find something authentic – and uniquely Napier – that it could stand behind. In truth, this was easy to find: unlike more august institutions that could lean on fame or the inspirational power of learning, Napier graduates were consistently at the forefront of practical innovation. Napier is no ivory tower, it’s something far more real: a place where people make things happen and leave empowered to make even more things happen.

This was reflected in a new visual identity; a spotlight that could showcase the extraordinary achievements of its alumni, who have made significant contributions in and around Edinburgh and to demonstrate that graduates aren’t just participants in the city’s life, but the driving forces behind meaningful change.

Inspire a digital generation

Universities are at the forefront of innovation in what they teach. Their target audiences are, therefore, a new generation by definition and one that is expected to drive innovation further.

While universities adapted quickly to a Covid-inspired need for digital learning platforms and new modes of delivery, they haven’t necessarily adapted as well when it comes to marketing and branding. That’s dangerous, given that prospective undergraduate students are the most digitally fluent adult generation in history.

Over 47 per cent of prospective undergraduates in the US visit Instagram as a part of their research into institutions and many connect with current and former students on channels that include Reddit and WhatsApp to learn about life at a particular university.

Prospective students also expect to find highly tailored content based on their interests and area of study too. This means universities need to embrace digital channels and technology to deliver a personalised experience. Not only will this inspire the next generation, it can enhance their brand reputation through a coordinated digital strategy, dynamic content and competitive SEO.

Advertise where the magic happens

Universities and business schools take up space. Physically, in sprawling campuses and psychologically, in their role at the hearts of the communities they sit in. A university has a presence: one that is authentic, geographically centred and that means a lot to those who interact with it.

Even in a digital world, out-of-home (OOH) advertising [encompassing billboards, wallscapes and posters] can play a crucial role here, as it signifies this presence. It shows that a university is here, active and alive, demonstrating confidence and collective pride.

By strategically placing OOH ads in high-traffic areas, such as city centres, public transport hubs and community spaces, campaigns can connect with both potential students and the broader community, emphasising the institution’s role as a cornerstone of local life.

Edinburgh Napier strategically positioned their OOH to inspire potential students as they went about their daily lives; to seed in their minds that a brighter, exciting future was nearby and that great things were happening on their doorsteps. By being active in a community, physically, they could encourage community members to join what’s going on, to sense that a future was there for the seizing and to widen horizons even in the places people knew every day.

Whatever your institution, academic focus, reputation or location, remember you are dealing with something innately exciting.

Universities and business schools are the gateways to the future. Your audience are people with the world at their feet, personally, psychologically and practically. Remind them of that and give them sight of a future that they will be shaping for themselves. A university quickly becomes one of the most formative brands in people’s lives. If you can help people just to glimpse that fact, you’ll go a long way to bringing them through your doors.