How many of the principles behind the world’s most successful consumer brands could – and should – apply to the university sector.

For university boards, the question is no longer whether brand matters – but how boldly you’re willing to use it. We take a look at inspirational examples from outside the sector.

Think differently, act boldly, and play by your own rules to create breakthroughs and reshape the landscape.

Many universities, even those with incredible legacies, don’t see themselves as brands like Nike or Apple do. And that’s where they’re missing an opportunity.

Who are you beyond your ranking? If numbers are your only story don’t be surprised if you are judged solely on them. But they’re not.

You’ve got so much more to build a brand on.

Imagine this: a university decides it’s time for a rebrand. The excitement is palpable – but as the project gets underway, cracks start to show. Here’s a plan to overcome it.

"We rebranded a couple of years ago, but it didn’t quite hit the mark." Sound familiar?

We hear that a lot. But that doesn’t mean your brand has to stay stuck.

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.

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.

Embarking on a rebrand without proper preparation can lead to wasted resources and missed opportunities. Here is a practical framework to start right.

LIVE from Bristol Tech Festival - Watch our talk on how to build a brand for greater research and innovation impact.

Be rejected for the right reasons.

Unless you wrote the rules don't play by them.

Drop differentiation and go for distinction. There's always an opportunity to be more distinct than the competition.

Light+Heat combines empirical evidence from research and data with creativity to diagnose your current state and framework a future state.

Universities are complex organisms by nature, with many internal and external stakeholders requiring different things. So compromise is the order of the day.

But what are you often left with. A box-ticking exercise and not much more?

Done right, defining a clear set of university values can shape your culture, how people interact together, and galvanise them behind a shared vision.

We share a few thoughts on how best to approach the task.

The experience, knowledge and passion of your internal team can be blended with the challenge, broad-sector experience and outsider perspective of an external team.

Creatively that relies on two key elements.

If you want better stakeholder alignment, engagement and effectiveness on your next brand or marketing project, consider assembling a Rocketship team. We explain what it is, why it works and how to go about creating one.

In our experience, the tendency for universities and innovation hubs to delve into details and miss the big story determines whether a brand is actually launched/redefined or not.

This tendency is common in both the commercial and academic worlds.

This might help to get you started.