Branding & Marketing Best Practices: 5 Rules to Live By

Everything from increased competition for a dwindling pool of prospects to anxiety around student debt to AI technology– the evolving landscape has changed the ways higher ed institutions and organizations communicate with their target audiences. But one thing remains true— maintaining best practices still is a sure ticket to success.

• Sometimes it’s good to be a show off
  • Often we see competing organizations use the same handful of phrases and selling points, which only makes it more difficult to distinguish between brands. This, paired with a general lack of trust from some audiences means universities have to work even harder to prove their worth. For example, many universities will talk about the impact their institutions have on the community and region in which they reside, but without communicating the stories and the statistics that demonstrate the impact—the words lose their meaning. By showcasing real, earnest examples that demonstrate your key selling points, audiences will be more likely to find value in your messaging.
• If you can’t fix it, feature it
  • We all have our flaws, even the most prestigious of colleges and universities. Located in the middle of nowhere? Or perhaps in a high-crime area? Rather than ignoring those issues, tackle them head on. A location that is off the beaten path offers a stronger sense of community among students. Fewer distractions means more focus on academics. Reassure concerns about your campus’ proximity to higher crime areas by featuring your top-of-the-line security systems and practices. Consider all the ways your university’s unique characteristics can be celebrated, and how they factor into traditions that are all your own. Ignoring the issues will only hurt you in the long run, as the best way to tackle anticipated issues with your audience is to let them know how they are being addressed and add to the overall experience.
• The Chancellor is not your target audience
  • The inevitable red tape and bureaucratic processes that come with working in a university setting often have us questioning our instincts, especially when it comes to the ultimate decision-maker. But one thing to remember is that your target audience remains down on the ground, not up in the ivory tower. Often, institutional leaders like chancellors and presidents are far removed from target audiences, which means that while their perspective is important, it isn’t gospel.Rather than placating a president with a strategy that appeals best to them, focus on your intended audience, backing the approach up with facts and figures that will prove your strategy to be successful. Presidential buy-in is key, but don’t underestimate their ability to see the bigger picture.
• A brand is not just your logo-it’s your DNA
  • Your brand is your most valuable asset, distinguishing you and your unique qualities from your competitors. It fosters public identity, influences perceptions, and motivates audiences. Thinking of your brand in limited terms, such as only a logo, limits your institution’s ability to communicate with and reach its stakeholders.
• No, you don’t NEED a tagline
  • Taglines have long been a go-to for marketers to help articulate their brand in a short and sweet sound bite.The challenge is these words or phrases are often forgettable and lack meaning to audiences. This is particularly true in higher education, where universities try to distill a large enterprise into a few words or a single phrase. Similar to the logo, this is only likely to have an impact if there is a clear and memorable connection between the tagline and the experiences customers have with the brand. If your tagline accurately sums up the experience, it’s important to find ways to articulate that through consistent messaging that proves them out. This way audiences will attach meaning to the phrase, and understand that the line has a bigger, more impactful meaning.