Branding and Image Development
The concept of branding has gained much traction in higher education – as have misconceptions about what branding is and isn’t, and its inherent value or pitfalls. At Maguire Associates, we believe branding – in its proper context – is a very valuable asset for an institution and deserves to be managed carefully.
A brand is much more than a mark, symbol, slogan, or color palette. Rather, hopefully through an intentional, managed strategy, it is a name that has evolved into a widely-recognized carrier of positive expectations and promises to all key audiences of a college, university, or consortium.
A university along with its schools, institutes, centers, programs, and teams can be branded. So, brand management – the proactive, intentional shaping of a portfolio of brands – deserves more attention in education. This is particularly true for institutions operating as part of a state system or a consortium that have likely developed different brands in response to different needs in different geographic areas. Defining the bedrock attributes common to all system members, while honoring the distinctiveness of each member, is a key aspect of brand management.
Once developed, a strong brand:
- Builds interest and demand;
- Fosters closer, ongoing relationships with key constituencies;
- Commands a higher price based on a perceived sense of higher value;
- Differentiates and positively positions the offering among competitors;
- Weathers changing market conditions and crises;
- Conveys immediate value to any new offerings.
Several types of branding strategies can coexist within a single higher education institution. Because the investment required to build a brand is enormous, an institution should be very selective and intentional about its brand architecture, portfolio, and investments. That said, we do not endorse branding for branding’s sake. Rather, we believe a cohesive approach to branding serves as a cornerstone upon which an institution can inspire confidence, cohesion, community, communication, and the constructive use of limited resources all across the education life cycle.
To help institutions identify, manage, and capitalize on their brands, we:
- Conduct research among key constituencies to assess their perceptions of the institution and its offerings – especially regarding the institution’s mission, vision, and values;
- Conduct research among alumni, current students, faculty and staff on their perceptions of how well the institution delivers on its brand promises;
- Inventory what brands exist, along with their associated values, attributes, promises, strength, and potential. (For university systems and consortia, this entails defining elements common to all members and honoring those distinctive to each member.)
- Review the institution’s print and electronic materials;
- Test current messaging and proof points for market response.
Based on our research and analysis, we will deliver:
- Research results and insights on the institution’s image and reputation among key constituent groups;
- A branding strategy and architecture that can serve as a long-term roadmap for marketing and investment decisions;
- Recommendations on attributes that can serve as the basis for an effective visual identity system;
- Recommended major themes that should underpin a messaging system for use in all interpersonal, print, and electronic communications;
- Best practices in brand management that can be implemented by the brand stewards within the institution.
We can also work with you on an implementation program that includes activities, schedules, and measured outcomes.
Key outcomes addressed:
- Increased interest and demand by prospective students and their parents
- Increased enrollment and retention
- Increased funding and giving
- Greater pricing flexibility and lower discount rate
- More durable reputation
- More targeted communications spending