University branding is more crucial than ever in today's competitive higher education marketplace, as institutions compete for students not only domestically but globally.
Prospects are confronted with a deluge of data and options that might be overwhelming. Traditional universities are a thing of the past, as are polytechnic institutes, which were once the domain of academically-inclined students. In contrast, polytechnic institutes are now the domain of practical-inclined students.
Although some institutions stand out because of their rich history and long-standing position of authority in their field, the majority find it difficult to differentiate themselves from the competition. Most universities' branding statements are identical to those of other institutions.
Consider all of the stock photos of happy students you see on university prospectuses. Vague messages aren't enough to help your institution stand out in a crowded educational market. A university's long-term viability is now directly tied to its capacity to recruit and retain students, partners, and investors.
University branding is the only surefire method to succeed.
To build a strong and unique brand that properly represents your university, follow these five steps.
1. Recognize what motivates your target market
If you want a particular group of students to have favorable connections with your university's brand, you must first understand what that group wants from a school. You should also be aware of what will put them off.
Student persona research and development are critical whether you're redesigning an established brand or beginning from scratch. Your prospects' interests, objectives, and worries might help you focus on the assets of your university. To uncover any common misconceptions about your brand, conduct a survey or interview with students. You can work to change people's minds about these stereotypes in future promotional initiatives.
You're essentially guessing if you don't have this information. Don't let supposition and generalizations influence your branding choices. The result of guesswork will be a dull or unpleasant brand identity that will not be able to compete against the strategically composed brands of competitors.
2. Decide exactly what your institution's greatest assets are
These include a specific field of study, an exclusive degree offered only by the institution, an esteemed course in higher education, or an esteemed division of the university. Students who focus on work experience, practical degree components, or fieldwork may find it helpful when it comes time to hunt for a job after graduation.
If a university stands out from the rest because of the "student experience," it could be because of the emphasis on study abroad, student exchanges, extracurricular activities, or contact time with professors. Alternatively, a university's resources may be what sets it apart from others. Research centers, libraries, and art collections can all contribute to a company's sense of identity and brand recognition.
The goal is to identify your university's unique assets.
3. Tell your story
Storytelling has become essential in today's environment of emotion and affinity-driven marketing and branding. Anecdotes can be an effective technique to humanize a university's brand and build stronger bonds with prospective students.
In other words, every school has a story. Even if your organization has been around for hundreds of years, or even if your school was explicitly started to address an issue, chances are you have an interesting narrative to tell. Take a look at your university's history to see where it originated from, what it has accomplished, and why it was established.
Your university brand should have a strong heritage and a clear mission to make potential students feel like they're part of a big, developing community.
4. Do away with the stale catchphrases
Choosing non-identifiable, meaningless taglines to go along with university logos is a prevalent problem in university branding. When it comes to university taglines, vagueness is the norm.
“The answer is an absolute yes”
“A Simpler Path to Success for You”
“Unusual Information”
Your students will learn nothing about your organization or its values despite their inspirational appearance if you use catchy straplines. Deep down, there is nothing there; depth, significance, and feeling are all absent. Take some time to consider your position in the business and what you can provide before coming up with a tagline for your university branding strategy.
Focus on the positive aspects of your university's brand and use your logo, tagline, and other marketing materials to communicate those positive attributes—swap generalizations for specifics.
5. Consider your logo and color scheme before you create anything
If your university's brand identity and logo design may use an update, you can start by considering your university's unique selling points. The goal is to set yourself out from the competition while still positively impacting your target market. There is no point in having a logo that looks exactly the same as every other university in your area since it will confuse potential students.
Consider the meaning behind the logo you choose. A school mascot or your group's history could be conveyed using this design element. Also, choose your colors with care. The colors you choose can affect your audience emotionally and even change how they see your brand. Red, for example, is bold and commanding, but purple is regal and opulent.
Is your university branding campaign ready to go into action?
Universities all across the country and the world are starting to understand the need for branding to stay afloat in the future.
It's no longer "nice to have" for academic institutions to have a university branding strategy if they wish to compete in an increasingly saturated market. Universities nowadays must find a method to distinguish themselves in the marketplace and persuade their students that they are worth their money and time.
Building your school's brand is critical if you want to see it flourish. Whether or not your university is spanking new, or if you're going to modernize the image you've had for decades since it was originally established.
Our team at Delesign has worked with numerous institutions and universities to identify their image and voice in today's digital climate. We've learned over the years that while every university is unique, they all do their best work when they have a distinct brand identity that resonates and connects with their target audience.
Krisana is a journalist turned SEO Content Writer with keen interest in tech, software, and innovations. She is an avid fan of Elon Musk and wants to be part of the future Human Mars Mission. In the meantime, she spends her time researching and writing about everything that could make life a better place on Earth. Outside of work, Krisana dedicates her time with her two lovely kids.
