{"id":38352,"date":"2017-03-29T11:31:40","date_gmt":"2017-03-29T18:31:40","guid":{"rendered":"http:\/\/world.edu\/?p=38352"},"modified":"2017-03-29T11:31:40","modified_gmt":"2017-03-29T18:31:40","slug":"five-strategies-building-great-university-brand","status":"publish","type":"post","link":"https:\/\/world.edu\/five-strategies-building-great-university-brand\/","title":{"rendered":"Five strategies for building a great University brand"},"content":{"rendered":"

\"university_sign2\"<\/a>
\nA decade ago, few universities thought strategically about their brand. Now, as the market for academic talent, funding, and recognition heats up, the need has become acute. Universities recognize the necessity of building appreciation for what makes them unique. Yet while some universities may be regarded as \u201cgreat\u201d brands, most aren\u2019t. And it may be because of the ways in which higher education approaches branding.<\/p>\n

A color, mascot, or a few words can conjure up strong recognition and appeal for some institutions but not for others because brand is much more than a color or a slogan. Great brands are built by the sum total of promises made\u2014and fulfilled\u2014that add up to meaningful and lasting relationships.<\/p>\n

Through our work in higher education and other industries, we\u2019ve developed five key strategies for building great brands. These principles are especially important to universities, where size, complexity and an aversion to \u201cmarketing\u201d can make it difficult to build a coherent brand. The more aligned your efforts, and the clearer your promises, the stronger your brand will be.<\/p>\n

Strategy #1: Brand is not a campaign; it\u2019s your culture.<\/strong>
\nYou do not build a brand by selling<\/em> something. You build a brand by being<\/em> something, and letting that culture shape the way you behave and communicate. Think about the power of culturally-driven brands like Patagonia or the Girl Scouts of America. Through their cultural values, they inspire a desire to participate. All organizations have cultures, but they can be difficult to bring to the surface. It is important to spend time with people across the institution, to listen and understand their perspectives, because with that effort, you can identify the core principles and drivers that galvanize your community.<\/p>\n

Strategy #2: Brand is community driven.<\/strong>
\nBrand comes from within. It must be believed in and supported by all members of your community. Great brands are those whose missions people want to be a part of, because they are the aspirations of the community. Harley Davidson is not just a type of motorcycle; it is a community of riders whose lifestyle is distinct and appealing to its market. Universities are large, complex communities. Each person needs to understand, believe in, and want to support the university culture in his or her own way for it to be successful. When brand is community driven, it goes from promise to reality.<\/p>\n

Strategy #3: Brand inspires behaviors.<\/strong>
\nMany of our clients tell us they came up with core values during a retreat, but when we look at them, they sound a lot like everyone else\u2019s values. Behaviors, not just basic human values, are critical to building great brands. People generally want to do the right thing, but how do they know what the right thing is for the brand? To be successful, brand behaviors must be defined, articulated and rewarded. Virgin America\u2019s mission has been \u201cto make flying good again,\u201d\u00a0to help people enjoy the experience. Everything Virgin does, from investing in new cabin d\u00e9cor to creating better inflight entertainment and service experience, contributes to that goal. Customer satisfaction and business success are the rewards that reinforce these behaviors, creating a cycle of growing brand strength.<\/p>\n

Strategy #4: Great brands are disciplined.<\/strong>
\nGreat brands also tell you what they are not<\/em>, by making very clear decisions about what they will or will not do or say. One of the best examples of this is Apple. They are simplicity embodied. They have committed to making far fewer products than Samsung or GE, while achieving greater sales and building a much more valuable brand. In marketing, they rally around a few simple themes each year, which keeps the brand fresh and shows how focus brings their promise to life in powerful ways.<\/p>\n

Strategy #5: A great brand is never finished.<\/strong>
\nNike, one of the most successful brands ever, sums it up with the maxim: \u201cThere is no finish line.\u201d This has been its mantra since it was founded. At its core, it represents the athlete, not the product, and athletes always have a new hill to climb or record to break. Over its history, there have been many ways in which Nike renewed its brand promise, but always with the same DNA\u2014the commitment to athletes, the same challenge to constantly excel, and the same core personality.<\/p>\n

As you consider the work that you do every day, ask yourself, what does this project or this initiative say about our university as a whole? Does it tap into our culture, engage and inspire the community, and reinforce who we are? Is it clear enough, specific enough, and does it provide a path forward? If not, then it may not be helping your efforts to become a recognized and appreciated brand.<\/p>\n

Author Bio:<\/strong> Ken Pasternak is managing director at Marshall Strategy.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

A decade ago, few universities thought strategically about their brand. Now, as the market for academic talent, funding, and recognition heats up, the need has become acute. Universities recognize the necessity of building appreciation for what makes them unique. Yet while some universities may be regarded as \u201cgreat\u201d brands, most aren\u2019t. And it may be […]\n… learn more→<\/a><\/p>","protected":false},"author":33,"featured_media":38353,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[29],"tags":[65921],"coauthors":[11733],"class_list":["post-38352","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-higher-education","tag-university-brand"],"acf":[],"yoast_head":"\nFive strategies for building a great University brand - World leading higher education information and services<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/world.edu\/five-strategies-building-great-university-brand\/\" class=\"yoast-seo-meta-tag\" \/>\n<meta property=\"og:locale\" content=\"en_US\" class=\"yoast-seo-meta-tag\" \/>\n<meta property=\"og:type\" content=\"article\" class=\"yoast-seo-meta-tag\" \/>\n<meta property=\"og:title\" content=\"Five strategies for building a great University brand - World leading higher education information and services\" class=\"yoast-seo-meta-tag\" \/>\n<meta property=\"og:description\" content=\"A decade ago, few universities thought strategically about their brand. Now, as the market for academic talent, funding, and recognition heats up, the need has become acute. Universities recognize the necessity of building appreciation for what makes them unique. Yet while some universities may be regarded as \u201cgreat\u201d brands, most aren\u2019t. 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