Brands are there to be ignited

I spent the summer break thinking about how creativity can support universities to respond to the well-documented challenges. As difficult as these are, tough times inevitably force change – which can be good. 

As Exec Teams review every part of their institutional offering, one powerful lever at their disposal is often untouched or underplayed: the power of brand to release and recognise the distinct benefits of their university and research centres.

Having spent a vast chunk of my career working with automotive, fashion, travel, financial, energy and FMCG brands I saw how many of them were following unwritten category rules. The inevitable outcome is a lack of differentiation in their offer or even distinction in their communications. A sea of the same.

Now immersed in the HE sector you won’t be surprised to hear the same is true. In fact homogenisation is a bigger challenge because HE brands have perhaps unwittingly relied on rankings to do the heavy lifting. It prompted the question “if the rankings disappeared, what is left?”. With a few notable exceptions, the potential for universities and research centres to become nationally and internationally recognised brands remains largely latent.

Coming into the sector with fresh eyes I can’t quite believe what I’m seeing. Universities and research centres that have massively underplayed their value. Many possibly don’t even think of themselves as brands.

And that’s where the opportunity lies.

Universities should be the most exciting brands in the world.

Advertising campaigns, books, articles, myths and legends have chronicled how many of the world’s greatest brands have achieved their status. Most of them operate in fiercely competitive global markets selling similar products and using the same customer touchpoints as their rivals. Much like universities. But the great ones have recognised the potential of igniting their brand to drive competitive advantage and align their behaviour with it.

However, few of these global household names are doing anything as exciting as developing a cure for childhood kidney disease, deciphering what causes trees to die or changing the lives of half a billion people by potentially revolutionising how diabetes is managed. And all while simultaneously nurturing the ambitions, skills and careers of thousands of people, encouraging them daily to push beyond their current boundaries.

And that’s just a fraction of what’s happening at one institution. We have over 160 in the UK alone.

Ignite your brand around your strengths

Brand can be a catalyst for change, and it doesn’t take a complete rebrand to get things moving. Igniting whatever your current brand positioning is could be the cost-effective and faster way to start, particularly when time is of the essence – like now.

There are a few key moments in the life of a brand. One is at launch. Another is when you re-enter your category, off of the back of a re-set, refresh or rebrand – with a new strategy, inspiring new creative and revived teams structured to deliver new levels of marketing effectiveness.

Why is this happening?

The hesitance to fully embrace branding often stems from a combination of tradition, an academic focus on substance over style, and a misconception that branding is superficial or purely commercial. However, brand is not just about logos and taglines; it’s about consistently articulating a clear vision, purpose, and value that resonates with audiences. Without this, even the most groundbreaking research or inspiring educational environment can remain overlooked or undervalued.

Identify and amplify your unique strengths

Universities and research centres possess unique strengths, whether it’s cutting-edge research, innovative teaching methods, diverse student bodies, or impactful community engagement. Start by identifying these unique attributes and ask yourself: How do we communicate these strengths in a way that sets us apart? Are we telling our story in a way that inspires and engages our stakeholders, from prospective students to industry partners and alumni?

Align brand and behaviour

Successful brands don’t just communicate; they align their behaviours with their brand promise. This means every interaction, from how students experience campus life to how research findings are disseminated, should reflect the brand’s values and aspirations. Are your staff and faculty living and breathing the brand? Do your partnerships reflect your brand’s commitment to innovation, equity, or sustainability?

Leverage storytelling and digital platforms

In a digital-first world, the way stories are told can make all the difference. Universities have a wealth of stories waiting to be told—from individual student successes to groundbreaking research projects. Utilising digital platforms not only to broadcast but to engage—through social media, podcasts, webinars, and interactive content—can help build a community around your brand.

Measure and refine

A brand is never static; it’s a living, evolving entity that must be measured and refined over time. Use data to understand how your brand is perceived and where there are opportunities to improve. Regularly review your brand positioning and messaging to ensure it remains relevant and compelling in an ever-changing landscape.

Involve the community

A brand is not just owned by the marketing department; it’s owned by everyone within the institution. Involve students, staff, alumni, and partners in the branding process. Their insights, experiences, and advocacy are invaluable in building a brand that is authentic and relatable.

The time for change is now

With the challenges faced by the HE sector, there has never been a more critical time to re-evaluate and ignite your brand. The benefits of doing so are not just about standing out but about fulfilling the full potential of your institution – making a difference in the lives of students, advancing knowledge, and contributing to society. Don’t let your brand be an afterthought. Put it at the heart of your strategy, and let it be the catalyst that drives recovery and future growth.

Seize the moment and ignite your brand

The landscape of higher education is shifting rapidly, and the institutions that will thrive are bold enough to put their brand at the forefront of their strategy. By embracing the full potential of your brand, you are not just marketing an institution—you are shaping perceptions, driving engagement, and ultimately making a profound impact on society. The stories of your research breakthroughs, student achievements, and community contributions are not just narratives; they are powerful tools that can inspire, connect, and differentiate.

Now is the time for universities and research centres to stop seeing themselves as just places of learning and start recognising their potential as dynamic, influential brands. This is not about commercialising education but about celebrating and amplifying the extraordinary value you offer to the world. By strategically communicating your unique strengths and aligning your actions with your brand promise, you can build a legacy that extends far beyond the campus gates.

In a time of uncertainty, your brand can be the beacon that guides your institution through recovery and beyond. It is more than a logo or a tagline; it is a powerful force that, when ignited, can transform challenges into opportunities and elevate your institution to new heights of recognition and respect. So, put communication at the heart of your recovery—let your reignited brand lead the way, and manage it as a catalyst of growth, innovation, and success.