Three Foundations For Higher Ed Rebrands
Imagine this: a university decides it’s time for a rebrand. The excitement is palpable—new logos, fresh messaging, and a chance to redefine how students, staff, and partners see them. But as the project gets underway, cracks start to show. Departments are out of sync, the core messaging feels disjointed, and the new brand struggles to gain traction.
Sound familiar? It’s an all-too-common scenario in higher education. And the root cause is almost always the same: skipping the essential groundwork.
Successful rebrands don’t start with logos or slogans; they begin with alignment, understanding, and strategy. Before you think about changing the visual identity or messaging, you must ensure everyone knows why the rebrand is happening and what it aims to achieve.
Three Key Foundations For Any University Rebrand
Internal Alignment: This isn’t just about getting senior leaders on board. It’s about ensuring everyone—staff, students, even alumni—understands the purpose of the rebrand and feels a part of it. Conduct workshops, listen to concerns, and create opportunities for all voices to be heard. The more aligned the organisation is, the stronger the new brand.
External Research: Don’t assume you know how your university is perceived. Commission external research to get a clear, unbiased view of your brand’s position. This will highlight your strengths and the gaps in perception that a rebrand can address. It’s like having a roadmap for your rebranding journey, guiding you toward what matters to your audience.
Clear Strategy and Messaging Framework: A rebrand isn’t just a new look; it’s a new narrative. What story are you trying to tell? What are the key messages you want to convey? Develop a comprehensive messaging framework that captures the essence of your brand and can be adapted for different audiences—from prospective students to corporate partners.
Rebrand With Confidence: Start With The Foundations
The takeaway is clear: a successful university rebrand is built on solid foundations. Before diving into the creative process, ensure you have a solid understanding of your internal and external brand perceptions and that everyone involved is aligned and ready to champion the new direction.
If you can lay this groundwork effectively, your rebrand won’t just be a new look or a catchy slogan—it will be a transformative shift that everyone in the organisation believes in and supports.
Rebranding is a powerful tool, but only when done for the right reasons and with the proper preparation. So before you rush into the next big brand project, take a step back and ask: are we really ready to rebrand, or do we need to lay some groundwork first?