Universities Should Be the Most Exciting Brands in the World
Many universities, even those with incredible legacies, don’t see themselves as brands like Nike or Apple do. They may have reputations, even prestigious ones, but brand? That’s something they associate with products, not education. And that’s where they’re missing an opportunity.
The Power of Distinction
Most universities are fundamentally the same as their close competitors. And you know what? That’s ok. In the world of consumer goods, most marketers have moved beyond differentiation; it’s rarely the ‘different’ brands that succeed—it’s the distinctive ones. Think about Coca-Cola. It’s not trying to be different from Pepsi; it’s trying to be unmistakably Coke. The same principle applies to universities. Instead of endlessly searching for unique differentiators—often subtle things only insiders notice—universities should focus on being distinctive. It’s about owning a space in people’s minds and being the go-to reference for something meaningful.
A distinctive university doesn’t just have a name people recognise. It has a presence, a voice, and values that resonate far beyond its immediate audience. It’s remembered not because it’s different in obscure ways but because it’s synonymous with something powerful that matters.
From Words to Actions: Brand Behaviour
This isn’t just a thought exercise. The real test of a university’s brand is how it behaves. Your brand isn’t just what you say in a brochure or a campaign—it’s lived through the everyday interactions of students, staff, and leadership. It’s how the admissions team responds to inquiries, how the university engages with its local community, and how alumni are involved long after graduation.
When a university’s brand is only skin-deep, focused on the external trappings like logos and slogans, it feels hollow. But when it’s built into the culture, when the values are reflected in every action, it becomes something real. It’s no longer just a message; it’s a movement.
The Long Game: Planting Seeds for the Future
It’s tempting to focus on the short term—on this year’s recruitment numbers or the next big marketing campaign. But true brand building, the kind that transforms perceptions and drives long-term success, takes time. It’s like planting seeds. You nurture them, give them the right conditions, and they grow into something strong and resilient over time.
For universities, this means investing in brand-building efforts that might not have immediate payoffs but will yield tremendous value down the line. It means being consistent, patient, and willing to work hard to align an entire organisation behind a shared vision.
Telling the University Story
Universities are home to some of the most compelling stories—breakthrough research, life-changing education, and deep-rooted community impact. Yet, too often, these stories go untold, buried under layers of academic formalities. Universities have a unique opportunity to connect with audiences on a deeper level, to show what they do and why it matters.
It’s time for universities to stop playing small. They have all the ingredients to be the most exciting brands in the world. What’s needed is a shift in perspective—to see themselves as institutions of learning and knowledge and as dynamic, influential brands capable of inspiring real change.