Top 10 Reasons Why College & University Brands Matter
In higher education, brands are visceral. From the feeling students and their parents get when pouring through college brochures, to the gravitas a faculty member can leverage for research grants, and of course the enthusiasm and generosity of proud alumni, brands become the personality of every college or university.
With almost two decades of higher ed marketing experience, these are the top 10 reasons why we believe institutions need to care about their brand:
Differentiation: Colleges need to shine in an incredibly competitive market. By creating a distinct and recognizable identity, universities can differentiate themselves from their competitors and attract students who align with their unique offerings. As we like to say at Good Rebellion, the right brand helps you stand out from the crowd without sacrificing what you stand for.
Recruitment: A college's brand can be a deciding factor for prospective students when choosing where to attend. A desirable reputation helps recruit more qualified and diverse students, and can also increase yield rates of admitted students who ultimately enroll. With so many choices in front of them, students and their families want to invest in the college experience they believe will produce the best results after graduation.
Retention: For this same reason, brands have an impact on student retention rates. When students feel proud of their university and believe that it has a good reputation, they are more likely to be encouraged to stay enrolled and graduate.
Faculty Recruitment: Faculty and staff are, in many ways, the product you are selling. And you want to offer the best product possible. Just as students look for institutions of higher education that align with their values and goals, faculty and staff also seek out workplaces with a strong reputation and culture that aligns with their own – and that will help advance their careers.
Fundraising: A core component of any good brand is confidence. Your college or university’s identity can keep the attention of alumni and even help turn them into supporters. Donors are more likely to give to an institution they feel proud to be associated with, and that they feel will be good stewards of their gift.
Public Perception: If we’ve learned anything over the past few years, it’s that perception trumps reality. A college's brand can shape public perception and influence how the institution is viewed by the community, media, and other stakeholders. A strong brand can help earn positive press coverage and build relationships with key influencers.
Rankings: A university brand can also impact its accreditation status and rankings. Accrediting bodies and ranking organizations consider a college's reputation, quality, and outcomes in their evaluations, and a strong brand can help earn higher rankings and maintain accreditation status.
Crisis Management: Brand-induced confidence can also help your institution weather a storm. If an institution already has a positive, trusted reputation and established relationships with stakeholders, it is better equipped to handle chaotic situations and recover more quickly.
Partnerships and Collaborations: You want to work with the best, right? So does everyone else. Brands can attract partnerships and collaborations with other institutions, businesses, and government. These partnerships can benefit higher education in a variety of ways, including access to new resources, opportunities for research and innovation, and increased visibility.
Long-Term Sustainability: Finally, a strong brand can contribute to the long-term sustainability of a college. By building a reputation for quality, innovation, and success, colleges can position themselves for continued growth in the years to come – more and more important as the value of a college degree continues to be questioned in the public discourse.
Building and maintaining a strong brand is essential for colleges and universities in today's competitive higher education landscape. A strong brand can help colleges differentiate themselves, attract and retain students, faculty, and staff, and earn the support of donors and other stakeholders. By prioritizing their brand, colleges can position themselves for long-term success and sustainability.
Are you looking to refresh your college or university’s brand? Good Rebellion leverages its insights from purpose-driven industries to ensure higher education institutions can stand out from the crowd without sacrificing what they stand for. Reach out today for a free consultation.
