Article inspired by YouGov’s 2025 Global Rankings.

In today’s landscape, brand isn’t a luxury. It’s a leadership asset.

Brands use storytelling to convey their core values and missions, creating deeper connections with their audiences. Universities can/should do the same.

Here’s a little inspiration

Brand isn’t a comms problem – it’s a leadership tool.

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.