Branding

Branding

Higher education is one of the most complex, expensive intangibles most people purchase in their lifetime, and their choice of institution is a badge they plan to wear proudly for decades. Young people seek balance between individuation and a sense of belonging to a larger group; as they research potential schools, they are not so much evaluating factual metrics, as they are attempting to determine what sort of person they seek to become.

College or university choice is not simply a rational purchase decision, but a process of self-determination -- which is why the emotional power of brand often plays a major role in differentiating institutions. Students often choose based on incomplete information, peer opinion, and a gut-level sense of how well they will "fit in" on a campus. One or two memorable personal interactions can spell recruitment success or failure for the entire institution.

Just as leading varsity teams can sell significant volumes of branded athletic wear, colleges and universities with strong brands can attract more (and more qualified) undergraduate students, despite obstacles such as distance, tuition premiums, and intense competition from other institutions.

To discuss your institution's current brand, and explore ways to enhance or refresh your institution's positioning in the higher education landscape, contact Ken Steele.