3 Things to Nail Before Your Institution's Next Rebrand

Let’s be honest: many institutions leap into a rebrand, hoping it’ll magically solve their communication challenges. But without some solid groundwork, a rebrand is just a fancy new logo or a glossy new website. If you want it to work, there are three key steps you need to take first.

1. Get internal alignment first

You’d be surprised how often rebrands start with great enthusiasm but end in confusion. Why? While everyone may nod in agreement during those initial meetings, actual alignment—the kind that makes a rebrand stick—is often missing.

Before briefing an agency or brainstorming new approaches, ask yourself: “Is this rebrand even the right move for us?” Have those tough conversations internally about what’s working, what’s not, and why you’re even considering a rebrand in the first place. That way, when you’re ready to dive into the creative work, everyone’s on the same page, and the process feels less like herding cats.

2. It's more about your audiences than it is about you

I get it—all organisations love a bit of internal navel-gazing (Firehaus included). But if your rebrand strategy is built solely on the opinions of your current staff, students, or alumni, you’re missing a big piece of the puzzle. What do people outside your university bubble think about you?

Consider commissioning some external market research. Ask prospective students in your key markets: How do they perceive your university? What do they think of when they hear your name? Are you seen as the exciting innovator or the dusty old institution? You need these external insights to avoid getting caught in an echo chamber and make sure your rebrand actually resonates where it matters.

3. Create the conditions for success

Here’s a little secret: even the most brilliant brand strategy can fall flat on its face if it isn’t properly supported. Think of your brand like a garden—you can’t just plant the seeds (or, in this case, a shiny new brand) and hope for the best. You need the right conditions to make it grow.

Ask yourself: Do we have the right people and processes to bring this brand to life? Can we shift from churning out recruitment ads to creating meaningful, strategic brand communications? If the answer is “not yet,” then it’s time to get those structures in place before you dive into a rebrand.

So, before you rush headfirst into a rebrand, ensure you’ve laid the foundation. Get your team aligned, listen to voices beyond your campus, and build the right conditions for your brand to thrive. Do this, and your brand will be more than just a makeover—it’ll be a powerful tool for growth and reputation.