Why universities deserve to be the most exciting brands in the world
We believe this with absolute conviction: universities should be the most exciting brands in the world.
Because, for all their challenges, the underlying purpose and vision of higher education is transformation. From individuals, to teams, to institutions, to communities and even nations – t’s the kind of change that matters deeply.
Drawing on our experience with some of the world’s leading brands (from automotive to holidays, fashion to finance, infant-nutrition to confectionery), we’ve seen something that is consistently true: even the biggest commercial brands lack what universities already possess – the raw material for powerful brand building. Media budgets matter of course, but what matters far more is the depth of story: personal stories of resilience, brilliant global collaborations, research impact, world-changing ideas.
Think about it. No other institution brings together so many brilliant people, bold ideas and global aspirations under one roof. Universities are where the future is written – in research labs, lecture halls, and partnerships that stretch across continents.
Yet too often, universities find themselves stuck.
They face intense competition, funding pressures, shifting student expectations, and a whirlwind of political and social change. The recent Post-16 Education and Skills being a perfect example where a future of specialisation and an ecosystem of government, industry and HE will support national renewal. It’s no wonder leaders lean heavily on strategy papers, metrics and financial models. These things matter. But they alone can’t answer the one critical question:
Why do you exist in the minds of your audiences?
And so this leads immediately to another question leaders should always keep front of mind:
How can you encourage people to choose you, prefer you and advocate for you – not just now, but over time, even when the functional differences blur?
That’s where brand comes in. Possibly one of the most misunderstood and underutilised tools available to leadership. In short, brand is about how people think and feel about you. Ask yourself…
“How do we craft and maintain a distinctive identity and reputation that influences long-term perceptions, choices and loyalty, even when functional differences fade?”
Brand shouldn’t be relegated to the logo, colour palette or glossy prospectus. As important as these assets are we’re talking about brand as the beating heart of an institution, the north star – a tool for leadership, for unity and direction. So it has a rather important role to play right now.
Think of brand as:
A strategic compass that guides decision-making and organisational alignment
A cultural tool that brings meaning to purpose, relevance to impact and emotion to value
A governance asset that enables faster, more principled choices and clearer public accountability
In short: brand is not the paint. It’s the architecture.
It shows up in how you lead, what you prioritise, how you behave, and how your community feels.
And yes, brand shouldn’t always mean ‘re-brand’. Universities can ignite their brands from the inside out. Whether you’re building from a recent refresh or reinvigorating an older model, you can begin right where you are.
We work alongside leadership teams through the full arc of brand transformation:
Discovery – Aligning leadership, staff and students to a common understanding of what you are and what you want to become.
Diagnosis & Positioning – Uncovering what your brand truly means to your audiences; defining a positioning strategy that’s sharp, distinctive and authentic.
Identity & Launch – Bringing strategy and identity to life internally and externally and through visual, written and verbal communications that match the story you’re telling
Momentum – Making your identity live: embedding it in everyday decisions, building capability across your teams, and establishing governance to ensure it continues to grow and evolve.
The best of both worlds. Our approach is entirely collaborative and, wherever possible, delivered by your internal teams, supported by our external perspectives.
Behind every strong brand is a story.
But that cohesive narrative is full of different chapters, aligned to your audiences needs and requirements. The overarching story stays consistent in the minds of your audiences yet remains flexible enough to grow with you. Because a university’s brand isn’t static. It’s a living narrative, shaped by your breakthroughs, your people and your impact.
To university leaders and marketing teams: we understand the challenges you’re navigating. We know brand can be the tool that helps you lead with clarity, unite your community, and stand out as the extraordinary institution you truly are.
Universities should be the most exciting brands in the world.
Let’s make yours one of them.